WEKO3
インデックスリンク
アイテム
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 | |||||||||
| タイトル | ||||||||||
| タイトル | ライバル キギョウ コウコク ノ ヒカク ケンキュウ | |||||||||
| 言語 | ||||||||||
| 言語 | jpn | |||||||||
| キーワード | ||||||||||
| 主題 | 広告, 記号論 | |||||||||
| 資源タイプ | ||||||||||
| 資源タイプ | departmental bulletin paper | |||||||||
| 著者 |
市川,孝一
× 市川,孝一
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| 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 |
ja : 人間科学研究 en : Bulletin of Human Science 巻 7, p. 36-55, ページ数 20, 発行日 1985-12-01 |
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| 出版者 | ||||||||||
| 出版者 | 文教大学 | |||||||||
| ISSN | ||||||||||
| 収録物識別子タイプ | PISSN | |||||||||
| 収録物識別子 | 03882152 | |||||||||
| 出版タイプ | ||||||||||
| 出版タイプ | VoR | |||||||||
| item_5_text_42 | ||||||||||
| 値 | BKK0001305 | |||||||||
