ABSTRACT
A Study on the Chatting Language Used by the Advertisements Targeting the "Network Generation"
Yun, Mi Hee
Major in Advertizing & PR
The Graduate School of Press & PR
Yousei University
Due to popularization of Internet and spread of chatting culture, the advertisements using the chatting language to target the "Network"("N") generation increase remarkably. The cyber space chatting language applying a new system of language and symbols agreed to via the medium 'computer' is being established as ordinary communication much.
Assuming that the chatting language can be used effectively for advertisement communications, this study was aimed at analyzing the cased of the advertisements targeting the 'N' generation. Based on the assumption that 'N' generation should be familar with chatting culture, 'those netizens aged 24 or younger' were regarded as belong to 'N' generation'.
As a result of analyzing the cases of advertisements, it was found that the TV advertisements were referring to 'N' generation's cyber culture positively by borrowing the chatting formats or emphasizing the concept of 'ID', but that they had yet to destroy the grammar of create new languages, because they are controlled by the "Broadcasting Advertisement Review Code" requesting any broadcasting advertisement to use correct grammar. Since the vintage advertisement language detached off 'N' generation's chatting language may sound too unreal to be sympathized with by the young generation, it is deemed necessary to arrange a code controlling the chatting language uses separately, and thereby, admit the chatting language in part for the broadcasting advertisements targeting the 'N' generation.
Because the TV advertisements cannot use the chatting language freely now, 'the emoticons' may be the most effective visual means communicating the 'chatting sense' to the 'N' generation.
On the other hand, the printed advertisements use the netizens' language, particularly those 'anti-grammar' ones, relatively freely compared with the TV advertisements. In addition, many printed advertisements use the 'emoticons', which suggests that 'emotions' may be flexible enough to serve the messages advertised as well as aesthetic enough to be expressed as visual symbols.
After all, it was analyzed that the uses of emoticons or anti-grammatical chatting language in the creative advertisements would help to improve the advertising effects for the 'N' generations, and therefore, that such attempts would be a new advertising modality different from the conventional vintage advertisement formats.
Although the chatting language devoted to the 'N' generation may sound disorderly, being full of jargons and obscenities, we need to admit its creative and rich expressions. Thus, it is believed that the chatting language as a kind of social dialect is valuable enough to be a candidate of academic research, much more for advertisement language. Merely, the chatting language for advertisement needs to be selective to be easily understood by the communication target and needs to be interesting as cultural language. In this regard, it is deemed necessary to select the chatting language which sounds associated with the advertising message in a natural way rather than abuse it.
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