광고 언어의 연구는 언어의 힘에 대한 연구이다.

Abstract

The purpose of this paper is to find out the meaning of studying advertising language. There are 3 functions of language in advertising. They are let the consumer can be understood the characteristics of product, impart a new meaning to the product to arouse consumer’s sympathy and strengthening the image or feature of the product. Linguists are mainly interested in the third. Because it shows many different aspects of use of language. The studies of advertising language by linguistics were done in 3 directions. They are creative production of language expression, optimal use of language and the power of language. Eventually, the power of language can encourage consumers to buy the product in advertising. Therefore, the study of advertising language is the study of the power of language. To understand the power exactly, a lot of help of neighbouring studies are needed. In this process, the external extension of linguistic study can be possible.