Localization strategy and aspects of common colloquial orientation in Ajinomoto advertisements during the Japanese colonial period

Ha-young Shin

Curator, The National Hangeul Museum; 17, Seobinggo-ro, Yongsan-gu, Seoul, Republic of Korea

Abstract

This study analyzes how Ajinomoto implemented a localization strategy that focused on the everyday language and lifestyles of urbanized Seoul residents rather than traditional social classes. In particular, small-scale advertisements designed by Korean staff maximized the vitality of spoken language by actively employing hangeul-centered colloquialism and complete sentence structures. Moving beyond simple product descriptions, these advertisements depicted conversational scenarios between family members and neighbors to foster a sense of familiarity and encourage practical use in daily life. Furthermore, advertising copies embraced the popular orthography and phonological phenomena emerging in Seoul’s urban common language at the time. This included reflecting i-regressive assimilation and vowel raising while often prioritizing widely used traditional spelling over strict linguistic norms. The brand also demonstrated strategic linguistic choices by introducing certain dialects while simultaneously suppressing strong Southern dialect traits to maintain nationwide appeal. Such strategies illustrate that realistic conversational language is highly effective in persuading consumers in the 20th-century daily necessities market.

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

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