간판 매체 어휘의 분석으로 본 언어문화적 차별성과 동질성

The Socio-cultural Study on Lexical Feature in the Outdoor Advertisement Language

This papers purports to prove sociolinguistic characters through lexical analysis in the outdoor advertisement language using at the whole of Myeongdong in Korea and Seo-market in Yeonbyeon. Specifically this study attempts to generalize the socio-cultural characteristics of Korean and Yeonbyeon based on the lexical expression, that is, proper vocabulary, borrowed words, etc. The Korean-Chinese people living in Yeonbyeon consider the Korean-Chinese language similar to North Korean language in various manners. Nevertheless, they have a preference for the South Korean language than the North Korean one because they consider the former more charming, gentler and tenderer, which eventually leads them to have a desire to learn it. This fact shows that Korean society has confronted with language confusion by borrowed words, especially foreign words, and that Yeonbyeon society overuse of Chinese characters. This phenomenon promote egoistic consideration, and disregard group-interpersonal behavior. So we must effort for increasing number of Koreanization of signing and use of native language. For develop our language, we stand in need of self-consciousness about Korean language affection of our people and reequipment of Korean language teaching about language purification. Therefore, to keep our language and spirit pure the authority which authorizes the signboard words should recommend to use our language. In addition, mass communication should lead people properly to use graceful Korean words.