An Analysis of English Expressions in Advertising in Korea

An Analysis of English Expressions in Advertising in Korea

English has been acknowledged as the language of international communication. Kachru (1985) defined this profile, or function of English, in terms of the Three Circles: the Inner Circle, the Outer Circle, and the Expanding Circle. ROK identified as one of Kachru’s Expanding Circles, also treats English as an international or most popular foreign language. In this regard, Jenkins (2006) argued the creative role of speakers in the Expanding Circles. Thus, this study aims to see: (1) the current function of English in Korea through advertising in Korea and (2) whether creative acts or linguistic innovation has arisen in the use of English. The research was conducted through advertisements in Korea. Data for the analysis were collected from YouTube and other websites, and they were categorized according to Jung (1998). Statistical analyses and plots with detailed information were provided. Through the analysis, the following were found: (i) in advertisements, English and the Roman script was preferred in the company name and product name, indicating the function of English as conjuring some positive images; (ii) English was used in coffee and beer advertisements when the advertisement emphasized globalization, high quality, and youthfulness; and (iii) linguistic innovation also arose in several advertisements, implying glocalization in Korea.