[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 한국 개화기 광고의 특성에 관한 연구

출처: 한국방송광고공사 - 광고연구

Abstract

A Study on the Discourse of Enlightenment in Korean Modern Advertising

Mha, Joung-Mee
(Lecturer Dept. of Journalism and Communication Studies, Kyunghee University)

 

This study aims to analyze the form and discourse of modern advertising in Korea from 1886 to the Japanese colonial period. This paper analyzes the advertisements published in the modern newspapers and magazines and examines the discourse in that advertising. As the result of this analysis, it could be found that the advertising implied the principles of the modernity. In that advertising there was ambivalence, that is to say, the wonder of modern civilization and the resistance against western influences. And in the discourse of the advertising there was° Æthe will for enlightenment°Ø to accept the intercourse with foreign nations and to protect tradition at the same time.

 

key word : modernity, enlightenment, discourse