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An analysis of Japanese CMs that use characteristic rhetorical techniques
https://bunkyo.repo.nii.ac.jp/records/3083
https://bunkyo.repo.nii.ac.jp/records/308314982507-ebc1-43c6-aea8-e3bd94f99834
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
BKS0000118.pdf (21.3 MB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||||||
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| 公開日 | 2010-01-26 | |||||||||
| タイトル | ||||||||||
| タイトル | An analysis of Japanese CMs that use characteristic rhetorical techniques | |||||||||
| 言語 | ||||||||||
| 言語 | eng | |||||||||
| 資源タイプ | ||||||||||
| 資源タイプ | departmental bulletin paper | |||||||||
| 著者 |
Okano, Masao
× Okano, Masao
× Asakawa, Masami
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| 所属機関 | ||||||||||
| 値 | 文教大学情報学部 | |||||||||
| 所属機関 | ||||||||||
| 値 | 文教大学女子短期大学部 | |||||||||
| 内容記述 | ||||||||||
| 内容記述タイプ | Abstract | |||||||||
| 内容記述 | This research was undertaken to examine factors of viewers' impressions of CMs and to develop a causal model that explains how this impression affects Aad (Attitude toward the advertisement) in the case of CMs that use characteristic rhetorical techniques such as metaphor, metonymy and defamilalization. For this purpose, a presentation of Japanese CMs that is remarkable in this respect was made to 227 college students. After the presentation, the students were asked to rate each CM on 20 scales of viewers' impression and a scale of Aad. Factor analysis revealed five factors of "viewers' impressions" on the CMs : "Amusement", "Explanation", "Vitality", "Elegance" and "Warmth". Based on this result, a causal model of "viewers' impression" on Aad was created, and the validity of the model was investigated with covariance structure analysis. In conclusion, to improve the advertising effect of CMs, our results showed the importance of evoking amusing impressions in the audience. | |||||||||
| 書誌情報 |
情報研究 en : Information and Communication Studies 巻 39, p. 17-24, 発行日 2008-07-01 |
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| 出版者 | ||||||||||
| 出版者 | 文教大学 | |||||||||
| ISSN | ||||||||||
| 収録物識別子タイプ | ISSN | |||||||||
| 収録物識別子 | 03893367 | |||||||||
| 著者版フラグ | ||||||||||
| 出版タイプ | VoR | |||||||||
| 本文言語 | ||||||||||
| 値 | 英語 | |||||||||
| ID | ||||||||||
| 値 | BKS0000118 | |||||||||
| 作成日 | ||||||||||
| 日付 | 2010-01-21 | |||||||||
