인쇄 공익광고에 나타난 설득의 전략으로서의 개입평가 연구

Abstract

Objectives The purpose of this paper is to analyze the realizations of the engagement category, one of the subcategories of appraisal, in printed public service advertisements, to see how these realizations serve the discursive purpose of persuasion.
 Methods To achieve this purpose, the content structure of 60 printed public service advertisements made over the past five years was analyzed, and the categories of engagement realized based on sentence units in each content structure and linguistic elements that realize engagement were examined.
 Results The results of the engagement analysis showed that the content structure of public service advertisements and the realization of engagement are significantly correlated, and that the use of engagement is characterized differently depending on the content structure. In ‘raising a problem’, the engagement of ‘monogloss, entertain, deny, and counter’ were realized, and in ‘explaining the situation’, the engagement of ‘monogloss, entertain, deny, and acknowledge’ were realized. In addition, the engagement of ‘monogloss, pronounce, deny, and entertain’ was realized in ‘solution proposal’, and the engagement of ‘monogloss, entertain, concur, counter, and pronounce’ were realized in ‘topic emphasis’.
 Conclusions Through the above analysis results, it was confirmed that the engagement realized in the printed public service advertisement texts were selected and used to achieve the purpose of the discourse of persuasion. The significance of these analysis results are as follows. It is also significant in that it shows the categories and linguistic elements of engagement that are used to achieve the discursive purpose of persuasion, as well as their meaning and function.