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

• 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
• Institution: Singapore Management University

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...