A text-linguistic analysis for instagram book advertising

Hajin Cho^*

^*Chonnam National University

Abstract

This study examine the manner by which media characteristics are reflected in text formation by-, focusing on book advertising on Instagram. By analyzing book advertising, i.e., a type of advertising text on Instagram, from a text-linguistic perspective, this study examines the textual characteristics of Instagram advertising texts and compares them with book advertisements in other media to identify the unique media characteristics of Instagram. Book advertising on Instagram can be categorized into three types: traditional, hide, and fan page. Differences in the structural characteristics and composition of linguistic and visual symbols are observed in each type. Compared with book advertisements in print and video media, the reversal technique due to page-type image exposure, direct exposure to the advertisement target, and intuitive advertisement-content organization can be regarded as examples that reflect the characteristics of Instagram as a medium. In particular, the structure of book advertisements comprising [thumbnail > text > conclusion] reveals the characteristics of the medium the most significantly. Additionally, various aspects such as the linear organization of verbal and visual symbols and hierarchical and complementary relationships, are observed, which are regarded as the characteristics of book advertisements on Instagram.

초록

Vol. 40 No. 4 (2022.12)

Journal Abbreviation j. Korea Saf. Manag. Sci.
Frequency Published four times annually in March, June, September, and December
Doi Prefix 10.14353/sjk.
Year of Launching 1993
Publisher The Sociolinguistic Society of Korea

Indexed/Tracked/Covered By

Online Submission

socioling.jams.or.kr

The Sociolinguistic
Society of Korea

socioling.com

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- Tel: +81-10-3894-3164
- E-mail: schang@hoseo.edu

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