ScholarWorks@숙명여자대학교

초록

I conducted a study examining and categorizing advertisement language into seven different types: those representing rejection of prejudices and discriminations, family culture (emphasizing the importance of the family), aristocratic culture, 'upstart' culture, trends of sexually merchandising women, new life styles of the young generation, and Westernized culture. Both changes in and preservation of traditional culture were observed in the analysis of the seven types of advertizement language; both positive and negative points were found in the analysis. Advertisement language reflects not only the culture of the time and age but also leads, in advance, the attitude of people in that society. Therefore advertisement media and agencies should assume responsibility and play the leading role so that they could help build a more sound and healthy society.

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