A B S T R A C TThis study investigates the construction of linguistic modernity via English mixing in the discourse of Korean television commercials. Specifically, it is concerned with Korean-English bilinguals' linguistic construction of modernity as realized in three domains of advertising: technology, gender roles, and taste as a cultural form. Four hours of commercials were video-taped in Seoul, South Korea, during weekend prime time from August through October 2002. A total of 720 advertising spots were analyzed. The findings suggest that mixing English with Korean is a linguistic mechanism for the construction of modernity in contemporary South Korea. It is argued that knowledge and use of English in South Korea is a defining linguistic expression of modernity, and the conspicuous total absence of English is linguistically disassociated from modernity. (Modernity, advertising, English and globalization, South Korea)*
I N T R O D U C T I O NEnglish mixing in non-English-language advertising is one research area that has received increasing attention lately (