A Communication Style of Advertising Phrases : A Comparison of Advertising Phrases in Women's Magazines of Japan and Korea

application/pdf
紀要論文
Advertising phrases of women's magazines adopt various methods to achieve an effective communication with readers. Japanese advertising phrases show a tendency of providing readers firstly with background reasons of why they need a product and secondly with what kind of effects they can get if they buy it, trying to avoid to look too pushy. Korean advertising phrases show a tendency of making readers pay attentions on a product by providing product features directly. We can say in communication with readers, Japanese advertising phrases are receiver-oriented, while Korean advertising phrases are sender-oriented. In other words, Japanese advertising phrases are relationship-oriented, while Korean advertising phrases are product-oriented.