@article{oai:bunkyo.repo.nii.ac.jp:00001286,
 author = {市川, 孝一},
 journal = {人間科学研究, Bulletin of Human Science},
 month = {1985-12-01, 2012-05-18},
 note = {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.},
 pages = {36--55},
 title = {ライバル企業広告の比較研究},
 volume = {7},
 year = {}
}