The Korean Language and the Effects of its Honorifics System in Advertising: Deferential vs. Informal Speech as Regulatory Prime on Persuasive Impact

The Korean Language and the Effects of its Honorifics System in Advertising: Deferential vs. Informal Speech as Regulatory Prime on Persuasive Impact

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevent...

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Bibliographic Details
Main Authors: HAN, Jin K., Sohn, Yong Seok, Yoo, Kun Woo
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2005
Subjects:
honorifics
regulatory fit
utilitarian
hedonic
construal
Korean language
Advertising and Promotion Management
Asian Studies
East Asian Languages and Societies
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4351
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5350/viewcontent/Han_Sohn_Yoo_Korean_lang_ads_2015_av.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/4351
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5350/viewcontent/Han_Sohn_Yoo_Korean_lang_ads_2015_av.pdf

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