by Moon Hyeon-joeng

This thesis is the investigation of the advertisement language, to analyze the advertisement language's persuasive expression method systematically, through this it is intended to investigate persuasion's steady tendency which is used in the advertisement language in the critical view.

This study begins with a interest for the meaning of the advertisement phenomena in our ordinary life. People contact much amount of the advertisement which is made to transfer advertiser's special persuasion intend and carry through so that consumer - advertisement's reader decide as their own to see those advertisements through the positive or negative response. Speaking again people participate the persuasion communication frequently through the pouring out advertisement everyday. This is too wide and necessary phenomena, it is necessary for the people to get influenced by it to understand about the advertisement.

This thesis analyze the advertisement language's persuasive expression for the above problem consciousness, after clarifying that expression's method and tendency it is progressed as the direction to check the Korean language educational aspect.

To do this in the chapter 2, it is checked about the persuasion communication's aspect which is selected as the basic aspect to face the advertisement phenomena in this thesis through the various aspects investigation for the advertisement study and back ground theory - persuasion communication essay.

And in the chapter 3, 1 intended to analyze the persuasive expression method which is used in the advertisement and to make it systematically, 1 found that there is a grade of ranks in the advertisement expression method - appeal selection, format selection and rhetoric method selection. And from each class various expression methods were derived.

First in the method selection class it is divided by 2 type - information transfer emphasis method and image establish emphasis method. The ordinary information type, comparison information type, discrete information type, priority information type, exaggeration information type is in the information transfer emphasis method and it is used that user image emphasis type, brand image emphasis and use scene emphasis low level expression method in the image establish emphasis method. In the system selection level, it is analysed the low level expression method per the expression method and visual point. Per the expression method there are statement type, question type, admiration type, order type, canvass type and per the visual point there are writer's visual point type, the third person's testify type, the first person's statement type. Finally we can find figurative expression type, repetitive expression type and implication expression type in the rhetoric method selection class.

Also in the chapter 4, we checked the advertisement language expression's synthetic tendency and problem based on the advertisement language's expression method from the chapter 3's analysis, this showed distinct tendency especially in the method selection level and chose tendency showed important problem and educational implication for the advertisement language's critical reading.

The advertisement language's expression moved from the information transfer emphasis to the image establish emphasis as a main expression method, and as a effect to have a tendency like image transfer and new life style's expression and more aggressively it showed value change's expression tendency. Also the product is getting various and competitive, it is getting formed comparison advertisement-hard sell line's advertisement expression. And after the result to concentrate on the effect of the advertisement, to appeal to the authority not related with the product or to distract the focus by decentralizing the attention, vague expression and the type to induce to the jump conclusion, we can confirm that to grasp of the mistake could be the important education data for the logical thought.