The purpose of this study was to propose various directions for effectively proposing window displays that satisfy changing consumer needs by investigating and analyzing the characteristics of unexpected expressions used in recent Christmas windows. Research was conducted by investigating unexpectedness in window displays through literature reviews and previous studies. To observe unexpectedness in Christmas windows, website-based case images of window displays from the six years between 2010 and 2015 were collected from the department stores of Bergdorf Goodman, Printemps, Selfridges, and Isetan. Unexpected expressions in department-store Christmas window displays could be categorized into four expressive methods of hybrid expressions, figurative expressions, amusing expressions, and exaggerative expressions. The results were as follows: First, hybrid expressions are interpreted by consumers as having new or diverse meanings that change the original external forms of subjects or objects. Second, Christmas colors are used in the window backgrounds’ figurative expressions, but these windows do not use excessive expressions; furthermore, these windows personify people as animals and anthropomorphize animals as people, using subjects to depict other subjects to show unfamiliar images. Third, amusing expressions are used to decorate windows with unique and novel ideas that provide stimulation and amusement for customers and capture their attention through the composition of windows that entail childish props and elements that create funny. Fourth, exaggerative expressions deliberately stretch and expand subjects or objects in windows to elicit customers’ curiosity and interest through emphasis.

Cho Yong‐joon･Ha Ji‐hee. 2016. “On the sociolinguistic variation of Korean mirative markers ‘‐kuna’, ‘‐ney’ and ‘‐ta’”. The Sociolinguistic Journal of Korea 24(1). 241~269. The purpose of this paper is to investigate the sociolingustic variation of Korean mirative markers ‐kwuna, -ney and ‐ta, through an experimental method. A 7‐point Likert scale task was adopted for this purpose. The participant’s age was the significant social factor of the observed linguistic variation, but gender does not play any significant role. Particularly, the elderly generation prefers ‐kwuna for a mirative marker, but this tendency declines for young generation. ‐ta seldom functions as a mirative marker for elderly generation, but it gets an independent status as the mirative marker for young generation. The negative semantico‐pragmatic properties of ‐kwuna affects this change.

This study aims to analyze Spanish mirativity construction. Mirativity refers to the linguistic marking of an utterance that represents an information which is new or unexpected to the speaker. Therefore, mirative constructions show the speaker's emotional state, that is to say, surprise. There are many means that could express speaker's surprise, such as exclamatory expressions, admirative tone, etc. However, in this paper I attempt to investigate the existence in Spanish of a mirative form that could be recognized as a grammatical category. In Korean, there is a modal suffix, for example, ‘-ne’, ‘-gun(a)’, which expresses surprise and new information. In Spanish, the verbal past tense and perfect aspect, such as imperfect, present perfect, pluperfect, could be used to represent mirativity in the present. I argue that Spanish tense and aspect should be recognized as a grammatical category that express mirativity. Furthermore, I attempt to analyze a derivational process of the mirative constructions comparing with the exclamative constructions.