{"title":"电视购物谈话中出现的说服战略问题分析-以传达商品特性为中心","authors":"Choi, Youngin, Kiyoun Yi, Baik JeongYi","doi":"10.18625/jsc.2019..45.145","DOIUrl":null,"url":null,"abstract":"The TV home shopping discourse pursues a goal of persuading viewers to purchase products, but it has several limitations as a broadcast language. The purpose of this study is to analyze the problematic aspects of TV home shopping persuasion strategies. First, 18 TV home shopping programs from L company were monitored as a pilot study. After that, 60 programs were selected from 5 fields: clothing, cosmetics, household appliances, food and kitchen utensils, and intangible services. These videos and their transcripts were monitored and analyzed by 3 researchers. Results are as follows: for persuasion strategies for products themselves, a negative perspective of viewers’ situation, denunciation of other products, and prejudicing or stereotyping viewers were deduced as problematic aspects. For persuasion strategies beyond products, setting up inappropriate reference groups, displaying inaccurate brand awareness or fame, and errors in interpretation of technical information were deduced as problematic aspects.","PeriodicalId":83500,"journal":{"name":"Western journal of speech communication : WJSC","volume":"32 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2019-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"TV 홈쇼핑 담화에 나타난 설득 전략의 문제적 양상 분석 -상품 특성 전달을 중심으로-\",\"authors\":\"Choi, Youngin, Kiyoun Yi, Baik JeongYi\",\"doi\":\"10.18625/jsc.2019..45.145\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The TV home shopping discourse pursues a goal of persuading viewers to purchase products, but it has several limitations as a broadcast language. The purpose of this study is to analyze the problematic aspects of TV home shopping persuasion strategies. First, 18 TV home shopping programs from L company were monitored as a pilot study. After that, 60 programs were selected from 5 fields: clothing, cosmetics, household appliances, food and kitchen utensils, and intangible services. These videos and their transcripts were monitored and analyzed by 3 researchers. Results are as follows: for persuasion strategies for products themselves, a negative perspective of viewers’ situation, denunciation of other products, and prejudicing or stereotyping viewers were deduced as problematic aspects. For persuasion strategies beyond products, setting up inappropriate reference groups, displaying inaccurate brand awareness or fame, and errors in interpretation of technical information were deduced as problematic aspects.\",\"PeriodicalId\":83500,\"journal\":{\"name\":\"Western journal of speech communication : WJSC\",\"volume\":\"32 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-08-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Western journal of speech communication : WJSC\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.18625/jsc.2019..45.145\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Western journal of speech communication : WJSC","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18625/jsc.2019..45.145","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The TV home shopping discourse pursues a goal of persuading viewers to purchase products, but it has several limitations as a broadcast language. The purpose of this study is to analyze the problematic aspects of TV home shopping persuasion strategies. First, 18 TV home shopping programs from L company were monitored as a pilot study. After that, 60 programs were selected from 5 fields: clothing, cosmetics, household appliances, food and kitchen utensils, and intangible services. These videos and their transcripts were monitored and analyzed by 3 researchers. Results are as follows: for persuasion strategies for products themselves, a negative perspective of viewers’ situation, denunciation of other products, and prejudicing or stereotyping viewers were deduced as problematic aspects. For persuasion strategies beyond products, setting up inappropriate reference groups, displaying inaccurate brand awareness or fame, and errors in interpretation of technical information were deduced as problematic aspects.
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