Research on Advertising Headline

- Pointing on 4 kinds of Korean, Japanese Magazines-

I intended to look over a certain aspect of our language life with surveying the linguis tic character of advertising headline.

Four kinds of magazines of Korea and Japan- January, 1980, 1985, 1990, 1995 and 1998- ｔotal 20 magazines　were selected as surveying materials. In those magazines 1,037 advertising headlines are s elected.

　　Selected Korean magazines are ＴHE SHIN DONG- Aand 　ＴHE JUBU SAENGHWAL　　and Japanese ones are ＴHE BUNGEISHUNJU　and ＴHE SHUFUNOT OMO．

　There are 6 categories, for instance, transcription of sentences, auxiliary marks, kinds of characters, a word class, an onomatopoeic word, a word designed to express mimicry of behavior or appearance, and kinds of sentences in surveying advertising headline. Furthermore comparison between male and fermale, and comparison between Korea and Japan were stressed on, for it s analysis.

　　The following is summary of research on advertising headlines.

　　First, Koreans write mainly horizontally, but Japanese do both- lengthwise and crosswise- in the ratio of 40- 50%.

　　Second, auxiliary marks, such as, punctuation　《．》，《，》， an exclamation mark　《！》and the mark to convert words《－》are prevailing. Generally Japanese use auxiliary marks more than Korean, and female do those more than male. In the case of punctuation, Japanese use far more than Korean. Considering the average of character before using punctuation, Korean use that less than Japanese　 in　《，》 . On the other hand Japanese do that less than Korean in　《．》 .

　　Third, the prevailing character is Korean itself in Korea, on the contrary Chinese character,ｈiragana，ｋatakana　in order in Japan. Als o female use Korean character more than male in Korea. In the s ame way, female use ｈiragana　more than male in Japan.

　　Fourth, the common point of both advertising headlines in Korea and Japan, is that noun, verb, and adjective is used mostly in order. Especially noun is used in the far higher ratio for the title and introduction of goods. Somewhat Korean use 《WE》 mostly, but Japanese do 《YOU》 .

　　Fifth, both an onomatopoeic word and a word designed to express mimicry of behavior or appearance in Korea is limited in one or two syllables, however those in Japanese are various in advertising headlines.

　　Finally, studying kinds of sentences, a declarative sentence is used far more than the other sentences . Especially the fact that Japanese use a declarative sentence more than Korean and female use an exclamatory sentence more t han male, catch my eyes. In addition, the using ratio of substantives and general form in ending sentence, depends on the particularity of each nation and the distinction of sex, especially female showing clear change more than male with each year.

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