This paper aims to study the linguistic aspects of advertisements from 1950 to 1959. I compiled and analysed the copies of advertisements from newspapers published during that period. The brief summary of this study is as follows: Many of the copies were written in Chinese characters (漢字) with a mixture of Hangeul (한글). Chinese characters were most frequently used in advertisements. Compared with current advertisements, words from foreign languages were less found in those of 1950s. Domestic products were so few in 1950s that sellers didn't have to compete with others to sell their goods. Thus the linguistic expressions of advertisements were stylistically and strategically simple. But after the Korean War, many kinds of Korean products began to be launched to the market. Then the advertisement language became sophisticated to appeal to the consumers. There was a change in the meaning of the word satang during that period. Originally satang meant "sugar", and "candy" was called al􀂳satang ("egg-shaped sugar"). But when the domestic manufacturer made sugar and named it seoltang ("snowy sugar"), consumers began to call "sugar" seoltang. As a result, the meaning of satang changes from "sugar" to "candy".

Kim, Jeong-Eun. 2004. Modern Culture in Advertisement Language. The Sociolinguistic Journal of Korea, 12(1). From January 2001 to July 2003, I conducted a study examining and categorizing advertisement language into seven different types: those representing rejection of prejudices and discriminations, family culture (emphasizing the importance of the family), aristocratic culture, 'upstart' culture, trends of sexually merchandising women, new life styles of the young generation, and Westernized culture. Both changes in and preservation of traditional culture were observed in the analysis of the seven types of advertizement language; both positive and negative points were found in the analysis. Advertisement language reflects not only the culture of the time and age but also leads, in advance, the attitude of people in that society. Therefore advertisement media and agencies should assume responsibility and play the leading role so that they could help build a more sound and healthy society.