영어교육 광고에 나타난 원어민과 내국인의 이미지 분석 연구

Analyzing the image of native and non-native speakers on the English education advertisement

The purpose of this study is to investigate how native speakers of English are positioned with Koreans on the printed images of English education advertisement. The analytic framework is based on the works of Coffman (1979) and Lee and Collins (2008). It is assumed that the printed images exposed in everyday situations affect how people think, feel, and behave with regard to the way the characters are portrayed. The research sample consisted of 236 advertising images about English education in Korea. Among them, the researchers focused on 23 images with at least one native speaker appearing. The results indicated that the printed advertisement on English education preferred white, male, native speakers as teacher's characteristics to non-native. Native speakers were often positioned as main, positive, and cheerful characters. This study implies the possibilities that the nativeness can be internalized and powered through the advertisement images in Korean society.