This study analyzes how Ajinomoto implemented a localization strategy that focused on the everyday language and lifestyles of urbanized Seoul residents rather than traditional social classes. In particular, small-scale advertisements designed by Korean staff maximized the vitality of spoken language by actively employing hangeul-centered colloquialism and complete sentence structures. Moving beyond simple product descriptions, these advertisements depicted conversational scenarios between family members and neighbors to foster a sense of familiarity and encourage practical use in daily life. Furthermore, advertising copies embraced the popular orthography and phonological phenomena emerging in Seoul’s urban common language at the time. This included reflecting i-regressive assimilation and vowel raising while often prioritizing widely used traditional spelling over strict linguistic norms. The brand also demonstrated strategic linguistic choices by introducing certain dialects while simultaneously suppressing strong Southern dialect traits to maintain nationwide appeal. Such strategies illustrate that realistic conversational language is highly effective in persuading consumers in the 20th-century daily necessities market.

Abstract
1. 서론
2. 광고 언어의 수행 전략
    2.1. 광고 크기 및 내용에 따른 언어 및 문자 사용
    2.2. 도안과 텍스트를 활용한 식생활상 묘사
    2.3. 대화문 등 구어적 성격의 텍스트 활용
3. 현실 표기와 구어 발음의 수용
    3.1. 한글 표기 양상
    3.2. 현실 발음의 수용:ㅣ모음역행동화와 고모음화
4. 결론
참고문헌

• 신하영(Curator, The National Hangeul Museum) | Ha-young Shin