초록

The study is concerned with analyzing the textuality of the TV advertising text for which parody was used. Especially parody advertising parodies a story. This study suggests fundamental conditions to make a parody text from the point of textuality and clarify how the story as an original text is appropriate for these conditions. And apply the conditions to practical advertising and study how well they parodied in that conditions. If parody advertising become a well-made parody, it should satisfy the below conditions. First, ‘Cohesiveness’ and ‘Concretiveness’ are the basic factors needed to have parody advertising textual. Second, the issue of understanding and explaining why the original text was borrowed is very important. If receiver accept easily the parody advertising, there are logical necessity or probability between the original text and the parody advertising. The more easily and the more clearly the basis to understand the transfer process between two texts is shown, the more a receiver is impressed with parody advertising. Third, the important issue in producing parody advertising is how strange an original text is made. It is thought that it assists in finally clarifying the essence of advertising texts and corresponds with the purpose of text linguistics setting up the categorization of texts as an aim.

키워드

패러디, 광고, 텍스트성, 텍스트, 이야기

참고문헌(13)open

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