1.Diction: Denotation and Connotation
-Denotation: the word names, describes, or narrates, presumably considered in a detached, scientific, and descriptive manner
-Connotation: accumulation of emotional associations that a word has gathered through its history or acquires in a given setting
rhetoric in Western
thought, metaphor has played an important role in various forms of communication,
and advertising is arguably among the domains that most favor the deployment of
an arsenal of metaphors to persuade people. Research has suggested that three out
of four headlines or taglines in print ads use figurative words (Leigh 1994 ), a trend
that has increased over the past decades (Burger
Device(LAD) & Critical Period Hypothesis
First Language(L1) Acquisition Theory
Second Language(L2) Acquisition Theory
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I. Communicative Competence
Language form(structure/grammar)
meaning(function)
Chomsky(1965)
Competence vs Performance
Competence: ‘linguistic competence’(grammatical competence)에 국한
Hymes(1972)
Competence: ‘communicative competence’로 확대
-> the rules of gra
략 … ≫
Ⅱ. 광고표현과 수사학
수사적 표현은 커뮤니케이션의 효과를 높이기 위해서 사용되어온 수사적 과정의 예술적 기법으로, 의미의 획득인 언어에 영향을 주었으며(Corbett, 1990)으로, 대표적 표현으로 수사적 장식(rhetorical figure, 또는 scheme)과 수사적 비유(trope)를 들 수 있다(이현우, 1998).
Construct of CC (Michael Canale & Merril Swain)
Grammatical Competence
: aspect of CC that encompasses “knowledge of lexical items and rules of morphology, syntax, sentence-grammar semantics, and phonology.”
Discourse Competence
: the ability we have to connect sentences in stretches of discourse and to form a meaningful whole out of a series of utterances.
→ Reflect the us