The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

Thepurposeofthisstudy isto examinetheproblemsofmiscommunication in military organizationsand to suggest some ways in educating military personnel for better communication.Indoingthis,thepresenceofthebarrierandobstaclesin the military communication was closely examined and diagnosed in various ways: how the communicative obstacles affect the flow of information in the military and how each dimension of obstacles is associated with various identities of military personnelsuch as rank, gender,and age.The results reveal three factors in communication problems:first,thebarriersofinformationflow incommunicationprocess; second,the conflictdue to the complex identities ofmilitary members; third,the changes in attitude ofthe communication participants.Along with these findings, suggestions for some directions of effective communication education in military organization arealsodiscussed.The communicationeducationpolicymustconsidertheaspectsofmilitary job specificationsandpriorityofmiddle-gradeoffices,Itshouldbenotedthat continuing education is also important to deliver correctness, appropriateness,andeffectivenessofcommunication

With thedevelopmentin themeansofcommunicationssuch asinternet andbroadcasting,wearewitnessingafastgrowthofneologism inevery sector of our lives.Although neologism has often been a subjectof criticism,we need to look at itfrom a different perspective for the following reasons.First,neologism isrighteously apartofourlanguage. Second,there are many newly created words that economically and efficientlyconvey varietyofmeaningsreflecting acurrentculture.Third, itnotonlyenrichesourcommunication,throughincreasedvocabularyand theexpansionintheuseofpre-existingwords.Thisarticleaimstofocus specifically on the neologism in campuses of Korean,Australian and Japanese Universities.'Campus terms’in this study are defined as the terms related to a university which play a role ofslangs among the students.Therelatedtermsdealtinthisstudy arethenameofschools, class subjects, students,professors,grades and graduation. Although anyonecan makeorusethe‘CampusTerms’bothinsideandoutsideof the university,the subjects of this study was limited to university studentsonly.Thesimilaritiesanddifferencesinthecampusvocabularies acrossthethreecountrieshavebeencomparedandanalysed.Itishoped thatthis research could provide some lights in the various ways of neologismsofKorean,EnglishandJapanese.

The purpose of this paper is to look into theoretical features of the three leading sociolinguists, Dell Hymes, William Labov, and John Gumperz.On the basis of meta-theoretical terms, which help one to see the differences and similarities of given theoretical viewpoints, this study attempts to delineate main characteristics of the sociolinguistic approaches of the scholars.They are discussed by getting answers to questions such as how they see language or language use, how they perceive sociolinguistics as a discipline in relation to linguistics,to what extent they differ regarding their sociolinguistic approaches and where they can be positioned in the tradition of the philosophy of science as well as that of language study.Dell Hymes' approach, along with his view on the ethnography of speaking, is characterized as featuring sociolinguistic relativism. His major concern is to understand and describe socioculturally-bound ways ofspeaking or communication.In contrast, William Labov's approach,along with his study of sound change at social and regionallevel,is characterized as featuring sociolinguistic realism. This means that he is concerned with scientific description of language shifts as they happen as a whole in the context of actual language use. In addition,John Gumperz's approach is characterized as sociolinguistic interactionism. Unlike the previous two scholars, his sociolinguistic approach is uniquely microscopic in thathis main focus is placed on communicative interactions at the level of individual encounter, like interviewsorface-to-faceconversation.

디자인 조형화 과정에 있어서 최근에는 소비자들의 참여가 점차 늘어나고 있는 추세이며, 소비자들은 제품의 형태에 대한 직접적인 평가나 제안을 하기도 하며, 기업에서도 이러한 소비자들의 참여를 유도하기 위한 다양한 방안을 제시하고 있다. 하지만 근본적으로 제품의 형태를 다루는 데에 있어서 소비자와 디자이너는 어느 정도의 시각 차이를 가지고 있으며, 이는 곧 제품 조형화 과정에 있어서 소비자와 디자이너의 효과적인 커뮤니케이션에 방해요소로 작용하고 있다. 이를 해결하기 위해 소비자와 디자이너의 제품 형태에 대한 감성반응에 대한 특징을 통해 소비자의 감성반응을 이끌어 낼 수 있는 효과적인 가이드라인을 알아보는 방법을 연구하였다. 이러한 소비자와 디자이너의 제품 형태에 대한 감성반응을 알아보기 위한 실험을 진행하였는데, 먼저 제품 형태 기반의 감성 이미지 어휘에 대한 정립을 진행하였다. 정립된 이미지 어휘를 기반으로 각각 소비자와 디자이너에게 동일한 실험을 진행하였다. 실험 결과, 소비자와 디자이너의 형태에 대한 감성 반응은 유의한 성향을 띄게 되는데 이 때 디자이너가 소비자에 비해 보다 극적인 반응을 나타내는 특징이 나타났다.

Abbreviation is one of the typical examples of using language. Traditionally, abbreviations are classified into the following four major categories in English morphology: (i) initialism, (ii) acronyms, (iii) clipping and (iv) blending. This research examines types of abbreviatory expressions in Korean from a sociolinguistic perspective. This study first provides a brief analysis of types of abbreviations in Korean, mainly in terms of morphology. The examination shows that in Korean the distinction between initialism and acronym does not hold because of the nature of the syllable-based writing system of Korean, and that acronym is the most widely used types of abbreviation. Second, the study discusses linguistic motivations which are at work in the formation of abbreviations mainly in terms of economic motivation and motivation of distinctiveness. Third, this research explores conditions on the use of abbreviations in terms of sharedness of the information about the referent being talked about. It also shows the property of exclusiveness in the sense that members of a certain speech community share the meanings of the abbreviations. In addition, it explores functions of abbreviations in the following terms: maintaining solidarity, excluding outsiders, novelty, temporariness, and so on. Finally, this paper shows that not only a morphological approach but also a sociolinguistic perspective is necessary in order to fully account for the formation and use of abbreviations in language.

Despite the advantages of the shadowing method in language learning, there has been little research on the use of the method in Japanese language education. Therefore, the current study investigated the effectiveness of shadowing for the pronunciation and listening skills of Korean learners of Japanese. The study was conducted with the beginner and intermediate learners of Japanese in a college in the second half of the academic year (September to November, 2007). The results indicate an　improvement of the listening skills for 80% of the students (20 students). Furthermore, the false using of the pronunciation in 7 categories disappeared. The study suggests implications for the adequate application for Japanese education in Korean universities.

In the early reading stage, readers should be supported both orally and conceptually so that they are equipped with the basic skills and knowledge about word recognition. Thus, a lack of systematic support in the early reading developmental stage impedes the natural growth of reading ability. This article investigated how children were supported in reading from their teachers in the primary English classrooms. To accomplish this purpose, eleven reading-focused classrooms were analysed. Observations, video recordings, and interviews were conducted for data collection. Field notes and checklists were also used during the observations. Qualitative analyses revealed that children were poorly supported in learning to read: teachers used few limited teaching techniques and their uses were not effective on reading. The data from the interviews revealed that teachers were rarely trained for reading instruction, and that they possessed a limited knowledge about the English language system as well as about the reading development of young learners. Hence, the teachers' poor background knowledge and lack of skills led to less effective reading instruction. Based on these findings, it is suggested that teachers require training such as in basic knowledge about the English writing system and reading development in order to deliver effective reading instruction to early readers.

Textbook is very important in English learning and teaching. The goals of this paper are (i) to analyze the distributions of modal auxiliaries in middle school and high school English textbooks and (ii) to compare the analysis results with those of the general- purpose English corpora. Our study is based on Corpus Linguistics, and we are using corpus-analysis methods and tools in our research. In our study, we consider English textbooks as corpus texts and we will analyze them with NLPTools, which is a corpus- analyzing program. After we survey the distributions of modal auxiliaries, we will focus on a modal auxiliary can. We will examine not only syntactical distributions of a modal can but also semantic/functional distributions of this modal in English textbooks. In order to analyze the semantical distributions of can, we will use semantic tags and divide its semantic/functional category into three groups: ability, permission, and possibility. We will also divide the syntactic distributions into the nine verb phrase structures. After we closely examine the syntactic and semantic/functional distributions of a modal can, we will compare the analysis results with those of the LLC Corpus, the LOB Corpus, and the British National Corpus. Through the study, we want to show that the actual distributions and usages of a modal can in middle and high school English textbooks are a little different from those in other general-purpose English corpora.

본 연구에서는 특정 목적을 가진 디지털 카메라 제품들의 특성들을 파악하여 디자인 개발시 소비자 니즈를 분석하고 제품을 이해하는 기초 자료의 확보이며, 디자이너가 제품을 보다 쉽게 이해하고 디자인 개발 시 컨셉 설정에 도움이 되고자함이다. 본 연구를 위하여 2000년부터 현재까지 출시된 제품을 수집하여 동질성 분석을 실시하여 대표제품을 선정하여 제품에서 느껴지는 형용사와 선호도를 설문을 통해 추출하였다. 설문을 토대로 종속변수와 선호도에 대한 회기분석과 종속변수와 구매도에 대한 회기 분석을 통해 어떠한 요소들이 소비자가 선호하는 이미지인지를 기초 설문과 실험 대상 이미지 분석을 실시하였다. 실험 결과 디지털 카메라를 디자인 할 때에는 편리한, 감각적인, 기능적인, 품위 있는 의 요소를 고려하여야 한다. 또한 전체적인 형태에서는 그립을 강조한 형태와 그립이 있고 액정이 크고 칼라는 어둡고 매뉴얼 버튼이 있는 디지털 카메라를 선호하는 것으로 분석되었다.

This study conducts a sociolinguistic analysis of coordinate word order in Korean. The results can be summarized as follows: (i) Word placement (P1, P2) of coordinate word order is determined by the elements of lexical hierarchy, basic vocabulary, word frequency and sociocultural meaning. The elements of lexical hierarchy, basic vocabulary, and word frequency designate the status along the familiar-estranged and superior-inferior axes. (ii) The primary types of coordinate word order are divided into right order (pattern A) types and counter order (pattern B) types. Further, these are based on the arrangement of affirmative meaning (Af) and negative meaning (Ne), which are in accordance with word placement and the sociolinguistic rules of the alternative rule and co-occurrence rule. (iii) The environment types of coordinate word order include natural word order, social word order, and belief word order. The types of word order use include freezing word order and situational order. Therefore freezing word order and situational order, combined with right order and counter order, constitute the formation rule of word order. Based on our saram/horaŋi (man and tiger) example, we describe the input and output of word order. (iv) Coordinate word order comprises different types of word order use, which are influenced by gender variety. Further, the pooling of word order types forms a sociolinguistic pattern and a V-shaped curve. There is also generation variety, which also allows for sociolinguistic patterns to be formed through pooling. The criteria for a W-shaped curve are bi-order, right word order, and counter word order, which combine to form an age-grading and undulating pattern. Finally, there is class variety. In rural dialects class references are used. High classes use the right word order of new types, while low classes use the right word order of old types.

According to development of mass media, the chance of international communication has increased. Therefore, neologism is created by the inflow of foreign languages, Chinese characters, and loan words. The use of neologism is increased gradually in daily life as well. This article attempts to represent the trend and features of the "campus terms" today. In detail, it studies how to reflect using and understanding of "Campus terms" in college students of South Korea. The results show similarities and differences throughout the linguistic map. "Campus terms" can be defined as a part of the students' unique language use. In particular, subject titles, school buildings, group activities, and experiences on campus are used. Moreover, it can be characterized as a metaphorical and satirical expression of the society.

This study aims to explicate characteristics of bilingualism among members from a Hwagyo(overseas Chinese) community who live in Seoul. For this purpose, this study used two research methods: One was to analyze an example of the conversation between two Hwagyo persons, and the other was to conduct a questionnaire-based survey with 21 Hwagyo persons including the two participating in the conversation. Using these two research methods integrated, this study was to show characteristics of bilingualism revealed individually by the Hwagyo speakers, and in addition, this study was also to investigate bilingualism and bilingual development among the members of the community they belong to. As a result of the analysis of the conversation, this study observed that the Hwagyo participants were creating ‘bilingual codes’ in their dialogue used routinely through borrowing or insertion of Chinese words and constructions, and used Korean-Chinese code-switching strategically. This study dealt with such bilingualism as a product of the ‘bilingual identity’ developed properly by the Hwagyo persons, and deepened understanding of the bilingual identity by showing through the survey the Hwagyo persons’ recognition of bilingual development, language choice, cultural identity, and language attitude.

Symbolism is central in Yeats’s work. His symbols can be thought of as many sided crystals, which “grow from solutions of traditions, from the dissolved thoughts of many minds”(Henn 146). They are the context of meaning, allowing for multiple interpretations and variations within themselves. Yeats believes the perceived difference between the language of poetry and that of ordinary speech to be arbitrary, arguing, “we should write out our thoughts in as nearly as possible the language we thought them in.” After 1900 Yeats’s style changed radically as he worked toward simplicity, reducing the use of adjectives, and aiming for a harmony of metaphor, symbol, and diction more natural, vigorous, and sincere. The most complex facet of Yeats’s poetry is perhaps its linguistic subtlety and nondiscursiveness. He does not tell the reader what to think, but aims to evoke emotion or feelings through particularly resonant imagery. This article aims to argue that symbols in Yeats are not fixed at an unique point, but ubiquitous at any point, and therefore are infinite. The first part of the article examines, in the process of proving infinity in symbol, picturesque images in later poems, which are analyzed from the point of view of Benjamin’s language theory. The second part addresses the argument that Yeats intends to reveal, through picturesque images, not material objects but emotion and feelings, or the mental life via images. The last part argues that symbols in Yeats’s poetry are infinite, as reflects the infinitude of language as his medium.

The purpose of this article is to examine the necessity and the possibility of sociolinguistic approach to minority in Korea. Firstly, this article defines the concept of ‘minority’ and looks around its socio-historical background and implication. And then, several types of minority can be divided on the basis of its formative period and birthplace. As the next step, two forms of sociolinguistic approach to minority, that is, ‘linguistic human right approach’ and ‘linguistic citizenship approach’ are presented. This article cannot provide a detailed analysis and an alternative, but affords an opportunity to point out the significance and the limit of these two approaches. Finally, this article is concluded by proposing the cultural restructurization of the diversity and the uniformity in Korean society which includes its minority, and by presenting some sociolinguistic tasks related to the abolition of discrimination against minority and guarantee of its linguistic right.