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Content analysis of advertisements.\n 2. Semiotic analysis of advertisements.\n 3. Analysing the responses of the audiences (subjects) to the TV commercials (by using semantic differential method).\nI. Objects and Method of analysis of 1 \u0026 2\n * TV comercials broadcasted during June 10~16, pm. 19:00~22:00\n * Advertisements of newspapers (Asahi, Yomiuri, Mainichi, Nihonkeizai) and magazines (weekly and monthly) published in June 1984.\n sponsored by\n Suntory vs KIRIN (liquors)\n TOYOTA vs NISSAN (motorcars)\n MATSUSHITA (NATIONAL) vs SONY (electoric appliance)\n SHISEIDO vs Kanebo (cosmetics)\nII. The survey to audiences (subjects)\n Subjects consists of 64 people (male and female) Age: 20\u0027s~50\u0027s, Date: November~December, 1984\nIII. Results and Comments\n 1. By semiotic analysis, we found three types of advertising\n (1) dissimilation type (extraordinary type)\n (2) dissimilation-assimilation type (extraordinary-ordinary type)\n (3) assimilation type (ordinary type)\n 2. We found the correlation between these three types of advertisements and the response of subjects.\n 3. Most of advertisements and TV comercials of products for young people for daily use and of competing (rival) goods tend to be classified into dissimilation type.\n 4. The response of audience (subjects) is greatly different between generations.\n In general, young people are sensitive to TV commercials and enjoying them.\n They can read the message of commercials precisely much better than elder people.\nIn this paper, I will discuss the case of SHISEIDO and Kanebo in detail.", "subitem_description_type": "Abstract"}]}, "item_5_description_34": {"attribute_name": "資源タイプ", "attribute_value_mlt": [{"subitem_description": "text", "subitem_description_type": "Other"}]}, "item_5_description_38": {"attribute_name": "フォーマット", "attribute_value_mlt": [{"subitem_description": "application/pdf", "subitem_description_type": "Other"}]}, "item_5_publisher_16": {"attribute_name": "出版者", "attribute_value_mlt": [{"subitem_publisher": "文教大学"}]}, "item_5_source_id_19": {"attribute_name": "ISSN", "attribute_value_mlt": [{"subitem_source_identifier": "03882152", "subitem_source_identifier_type": "ISSN"}]}, "item_5_text_14": {"attribute_name": "出版年", "attribute_value_mlt": [{"subitem_text_value": "1985"}]}, "item_5_text_15": {"attribute_name": "出版地", "attribute_value_mlt": [{"subitem_text_value": "埼玉県越谷市"}]}, "item_5_text_17": {"attribute_name": "出版社 カナ", "attribute_value_mlt": [{"subitem_text_value": "ブンキョウ ダイガク"}]}, "item_5_text_18": {"attribute_name": "Publisher", "attribute_value_mlt": [{"subitem_text_value": "Bunkyo University"}]}, "item_5_text_39": {"attribute_name": "本文言語", "attribute_value_mlt": [{"subitem_text_value": "日本語"}]}, "item_5_text_42": {"attribute_name": "ID", "attribute_value_mlt": [{"subitem_text_value": "BKK0001305"}]}, "item_5_text_46": {"attribute_name": "記録日", "attribute_value_mlt": [{"subitem_text_value": "2012-05-18"}]}, "item_5_text_47": {"attribute_name": "最終更新日(XooNIps)", "attribute_value_mlt": [{"subitem_text_value": "2012/05/18"}]}, "item_5_text_48": {"attribute_name": "更新履歴(XooNIps)", "attribute_value_mlt": [{"subitem_text_value": "May 18, 2012 フリーキーワード, インデックス, 抄録 を変更"}]}, "item_5_text_49": {"attribute_name": "登録者(XooNIps)", "attribute_value_mlt": [{"subitem_text_value": "bunkyo"}]}, "item_5_text_50": {"attribute_name": "閲覧数(XooNIps)", "attribute_value_mlt": [{"subitem_text_value": "288"}]}, "item_5_text_51": {"attribute_name": "ダウンロード数(XooNIps)", "attribute_value_mlt": [{"subitem_text_value": "556"}]}, "item_5_text_7": {"attribute_name": "Author", "attribute_value_mlt": [{"subitem_text_value": "Ichikawa, Koichi"}]}, "item_5_text_8": {"attribute_name": "所属機関", "attribute_value_mlt": [{"subitem_text_value": "文教大学人間科学部"}]}, "item_5_text_9": {"attribute_name": "Institution", "attribute_value_mlt": [{"subitem_text_value": "Bunkyo University, Faculty of Human Science"}]}, "item_5_version_type_35": {"attribute_name": "著者版フラグ", "attribute_value_mlt": [{"subitem_version_resource": "http://purl.org/coar/version/c_970fb48d4fbd8a85", "subitem_version_type": "VoR"}]}, "item_creator": {"attribute_name": "著者", "attribute_type": "creator", "attribute_value_mlt": [{"creatorNames": [{"creatorName": "市川, 孝一"}], "nameIdentifiers": [{"nameIdentifier": "2036", "nameIdentifierScheme": "WEKO"}]}]}, "item_files": {"attribute_name": "ファイル情報", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_date", "date": [{"dateType": "Available", "dateValue": "2018-03-22"}], "displaytype": "detail", "download_preview_message": "", "file_order": 0, "filename": "BKK0001305.pdf", "filesize": [{"value": "1.6 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 1600000.0, "url": {"label": "BKK0001305.pdf", "url": "https://bunkyo.repo.nii.ac.jp/record/1286/files/BKK0001305.pdf"}, "version_id": "0aa48eca-156a-4144-9ce6-7a24530b1bd0"}]}, "item_keyword": {"attribute_name": "キーワード", "attribute_value_mlt": [{"subitem_subject": "広告", "subitem_subject_scheme": "Other"}, {"subitem_subject": "記号論", "subitem_subject_scheme": "Other"}]}, "item_language": {"attribute_name": "言語", "attribute_value_mlt": [{"subitem_language": "jpn"}]}, "item_resource_type": {"attribute_name": "資源タイプ", "attribute_value_mlt": [{"resourcetype": "departmental bulletin paper", "resourceuri": "http://purl.org/coar/resource_type/c_6501"}]}, "item_title": "ライバル企業広告の比較研究", "item_titles": {"attribute_name": "タイトル", "attribute_value_mlt": [{"subitem_title": "ライバル企業広告の比較研究"}, {"subitem_title": "The Comparative Study on Advertisements of Rival Companies", "subitem_title_language": "en"}]}, "item_type_id": "5", "owner": "3", "path": ["98"], "permalink_uri": "https://bunkyo.repo.nii.ac.jp/records/1286", "pubdate": {"attribute_name": "公開日", "attribute_value": "2012-05-18"}, "publish_date": "2012-05-18", "publish_status": "0", "recid": "1286", "relation": {}, "relation_version_is_last": true, "title": ["ライバル企業広告の比較研究"], "weko_shared_id": -1}
ライバル企業広告の比較研究
https://bunkyo.repo.nii.ac.jp/records/1286
https://bunkyo.repo.nii.ac.jp/records/12868c509949-2d7d-4d7e-8981-0f6b66e1a396
名前 / ファイル | ライセンス | アクション |
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BKK0001305.pdf (1.6 MB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2012-05-18 | |||||
タイトル | ||||||
タイトル | ライバル企業広告の比較研究 | |||||
タイトル | ||||||
タイトル | The Comparative Study on Advertisements of Rival Companies | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
主題 | 広告 | |||||
キーワード | ||||||
主題 | 記号論 | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
著者 |
市川, 孝一
× 市川, 孝一 |
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著者 | ||||||
Ichikawa, Koichi | ||||||
所属機関 | ||||||
文教大学人間科学部 | ||||||
所属機関 | ||||||
Bunkyo University, Faculty of Human Science | ||||||
内容記述 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | The purpose of this paper is to report a part of results of our social research on advertisements of rival companies. The outline of this research is as follows; 1. Content analysis of advertisements. 2. Semiotic analysis of advertisements. 3. Analysing the responses of the audiences (subjects) to the TV commercials (by using semantic differential method). I. Objects and Method of analysis of 1 & 2 * TV comercials broadcasted during June 10~16, pm. 19:00~22:00 * Advertisements of newspapers (Asahi, Yomiuri, Mainichi, Nihonkeizai) and magazines (weekly and monthly) published in June 1984. sponsored by Suntory vs KIRIN (liquors) TOYOTA vs NISSAN (motorcars) MATSUSHITA (NATIONAL) vs SONY (electoric appliance) SHISEIDO vs Kanebo (cosmetics) II. The survey to audiences (subjects) Subjects consists of 64 people (male and female) Age: 20's~50's, Date: November~December, 1984 III. Results and Comments 1. By semiotic analysis, we found three types of advertising (1) dissimilation type (extraordinary type) (2) dissimilation-assimilation type (extraordinary-ordinary type) (3) assimilation type (ordinary type) 2. We found the correlation between these three types of advertisements and the response of subjects. 3. Most of advertisements and TV comercials of products for young people for daily use and of competing (rival) goods tend to be classified into dissimilation type. 4. The response of audience (subjects) is greatly different between generations. In general, young people are sensitive to TV commercials and enjoying them. They can read the message of commercials precisely much better than elder people. In this paper, I will discuss the case of SHISEIDO and Kanebo in detail. |
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書誌情報 |
人間科学研究 en : Bulletin of Human Science 巻 7, p. 36-55, 発行日 1985-12-01 |
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ISSN | ||||||
収録物識別子 | 03882152 | |||||
著者版フラグ | ||||||
出版タイプ | VoR | |||||
フォーマット | ||||||
内容記述タイプ | Other | |||||
内容記述 | application/pdf | |||||
本文言語 | ||||||
日本語 | ||||||
ID | ||||||
BKK0001305 | ||||||
作成日 | ||||||
日付 | 2012-05-18 |