Jeon Jung-mi, 2012. A Study on Politeness Strategy in Advertising Texts. The Sociolinguistic Journal of Korea 20(2). pp. 401-423. This study aims to examine the aspect of realization for politeness strategy in advertising text. As the request in advertising text is the act of demanding something, it is the hard speech act in the position of listener. Accordingly utterer is needed to prepare proper way for not losing each other's face after full consideration of listener's position. This study has been carried out based on the strategy and stratagem suggested by Brown & Levinson(1987). Negative politeness strategy is preferred mainly in public service advertisement. Also, it is strategy that positive politeness strategy is preferred in commercial advertisement. This stratagem reflects utterer's strong intention which tries not to make listener reject by reducing listener's burden. Politeness are used by important strategy in advertising text as well as conversation. Strategic difference in the advertising text appears upon its own purpose which is public benefit or a specific profit which is pursued by private companies. But, politeness strategy used in advertising text is conversation strategy that is attained between utterer and listener.

• 전정미(상명대학교)