국내 TV 광고카피 속 영어의 탈규범 현상

Linguistic anomalies in the use of English in Korean TV commercials

The present study addresses the deviant uses of English currently widespread in Korean TV commercials. In order to demonstrate how the use of English in TV commercials deviates from the norm shared by native English speakers, Korean TV commercials that are considered to contain errors were collected and classified into phonological, grammatical, and pragmatic deviations. In addition, an in-depth survey was conducted among two different language groups―Korean domestic viewers and native English speakers―in order to compare their perceptions of the seriousness of the deviations. Eighty-six Koreans and ten native English speakers participated in the survey, rating individual English copy in terms of its acceptability, intelligibility, and impact. The native speakers were also interviewed for supplementary information about their reaction to the ads. The analysis of the data revealed that native speakers were much more sensitive to the grammatical and pragmatic errors in the copy. Creative constructions lacking linguistic acceptability were found to hamper understanding and failed to impress either domestic viewers or native English speakers, suggesting that reckless use of English in TV commercials should be reconsidered.