초록 열기/닫기 버튼
이 논문은 도시브랜드 슬로건의 개황을 살피고, 여기에 나타나는 언어표현 양상을 화용적 맥락을 바탕으로 고찰한 것이다. 곧 발화맥락과 발화자의 의도를 바탕으로 도시브랜드 슬로건에 나타나는 주제의미에 대한 고찰과 이의 언어표현 양상을 살펴보았다. 먼저 도시브랜드 슬로건의 현황을 살펴보기 위해 현재 우리나라의 시, 도에 분포한 슬로건을 수집․조사하였다. 그 결과 문장구조가 유형화되어 있을 뿐만 아니라, 언어표현 양상이 영어표기와 국어표기, 그리고 국어와 영어의 혼용표기로 나누어짐을 알 수 있다. 영어표기는 ‘형용사+명사’, ‘명사+전치사구’의 수식구조와 ‘명사+명사’의 병렬구조, ‘감탄사+명사’ 등의 문장구조로 나눌 수 있다. 수식구조는 ‘～도시, ～땅’의 형태로 제시된 ‘명사+명사’형이 대부분인데, 이들은 발화의미를 쉽고 빠르게 전달하는 장점을 가지고 있다. 병렬구조는 선행어에 후행 도시의 이미지를 강하게 피력하려는 발화의도가 있다. 그리고 문장구조는 다소 길지만 의도한 의미가 명확하면서도 구체적으로 전달되는 강점이 있다. 도시브랜드 슬로건의 화용적 기능을 크게 기본의미 전달, 확장의미 전달, 신조의미 전달로 유형화할 수 있다. 곧 슬로건 자체의 기본의미에 충실한 전달 기능은 물론, 슬로건에 사용된 어휘의 변형 의미를 전달하는 기능도 있다. 그리고 신조의미 전달은 지자체의 의도를 반영하여 새로이 만든 어휘로서 대부분 두자어 구성을 취하고 있다. 결국 도시브랜드 슬로건은 도시를 대표하면서, 이를 상징적으로 나타내기 위한 언어적 표현이라 할 수 있다.
This thesis studied about the language expression aspect of city brand slogan and its Pragmatic Meaning. First, an overall condition of city brand slogan, and considered language expression aspect of that was examined . On the basis of this, its pragmatic meaning is divided into fundamental meaning, expanded meaning, and new meaning. Its function is also studied . The main contents are summarized as follows. First, to consider the present condition of city brand slogan, our nation’s city slogan was collected and investigated. So there are ninety-one slogans collected and they are examined about its trend making. As a result, it was found the sentence structure is typed as well as language expression is made by English, Korean and English plus Korean etc. Despite this, sometimes silmilar words are used. That is to say, main words are love, hope, life and beautiful etc. And these words have quite cognate meaning. Second, the aspect of language expression of city brand slogan was examined. The aspect of language expression is divided into English writing, Korean writing and mixed writing of English plus Korean. The English writing is divided into three types. The first is the modification structure which are adjective plus noun and noun plus prepositional phrase. The second is the parallel structure which is noun plus noun. The last is the sentence structure which is exclamation plus noun. The parallel structure has a strong utterance intention to express the image of city noun. But the modification structure has an advantage to convey utterance meaning easily and fast. And the sentence structure has an advantage to convey intended meaning clearly and specifically. Third, pragmatic meaning function of city brand slogan was examined. They perform a function of conveying meaning which is actually basic meaning. The basic meaning conveys slogan’s message based on utterance meaning, and the extension meaning conveys message to make use of background information such as utterance context or local government’s policy. Meanwhile the new meaning is made by blending an initial letters, so it could be inferred as conveying meaning without depending on other information. That is, the listener has no helping information to understand speaker’s utterance meaning, so he could not accept the speaker’s meaning. In this thesis, slogan’s analysis is limited to its linguistic expression, because this study emphasize on communication from Korean linguistics. However, communication is not composed of linguistic elements only, so city slogan’s visual elements such as logo or graphic should be studied together.
키워드열기/닫기 버튼
city brand slogan, utterance context, utterance intention, mixed write, modification structure, parallel structure, sentence structure, pragmatic meaning, basic meaning, extension meaning, new meaning
