A Study on the Changes in Sentence Patterns of Public Service Advertising Language: Focusing on the Style of Print and TV Public Service Advertisements (1981-2020)

The purpose of this study is to analyze the language of 856 print and TV public service advertisements produced from 1981 to 2020 to examine changes in the style and persuasion strategy of the public service advertisement language. In the printed public interest advertisement language, sentences are simplified and plain text and questionnaire are used to induce voluntary participation of the people. The use of formalities is decreasing and the use of non-formal forms is increasing, narrowing the psychological distance from the message recipient. Next, in the TV public interest advertisement language, narration, conversation, and subtitles play a role in delivering information, giving vitality, and emphasizing key messages, respectively. The change in narration is similar to that of the printed public interest advertisement language, and in recent advertisements, the proportion of conversation has increased, and the persuasion effect is enhanced in a realistic language by using 'decomposition' and 'reaction'. Through this analysis result, it is possible to examine the macroscopic changes in the public interest advertisement language.