This study examine the manner by
which media characteristics are reflected in text formation by-, focusing on book
advertising on Instagram. By analyzing book advertising, i.e., a type of advertising text on
Instagram, from a text-linguistic perspective, this study examines the textual
characteristics of Instagram advertising texts and compares them with book
advertisements in other media to identify the unique media characteristics of Instagram.
Book advertising on Instagram can be categorized into three types: traditional, hide, and
fan page. Differences in the structural characteristics and composition of linguistic and
visual symbols are observed in each type. Compared with book advertisements in print
and video media, the reversal technique due to page-type image exposure, direct exposure
to the advertisement target, and intuitive advertisement-content organization can be
regarded as examples that reflect the characteristics of Instagram as a medium. In
particular, the structure of book advertisements comprising [thumbnail > text >
conclusion] reveals the characteristics of the medium the most significantly. Additionally,
various aspects such as the linear organization of verbal and visual symbols and
hierarchical and complementary relationships, are observed, which are regarded as the
characteristics of book advertisements on Instagram.

Abstract
1. 서론
2. 이론적 배경 및 분석 방법
    2.1. 광고 매체와 텍스트성
    2.2. 텍스트로서의 인스타그램 게시물
3. 인스타그램 책 추천 게시물의 특징
4. 매체에 따른 책 광고 비교 및 분석
    4.1 인쇄 매체 책 광고와 인스타그램 책 추천 게시물
    4.2. 영상 매체 책 광고와 인스타그램 책 추천 게시물
5. 결론
참고문헌

• 조하진(Ph.D. Candidate, Department of Korean Language and Literature, Chonnam National University; 77 Yongbong-ro, Buk-gu, Gwangju, 61186) | Hajin Cho