@article{oai:bunkyo.repo.nii.ac.jp:00000564,
 author = {岡野, 雅雄 and オカノ, マサオ and Okano, Masao and 浅川, 雅美},
 journal = {言語と文化, Language and Culture},
 month = {2003-03-01, 2010-03-08},
 note = {Through the semiotic analysis of Japanese award-winning commercials for beer and whiskey, we learn that: CMs for beer have a common theme of obtaining a "pleasant sensation" after suffering troubles in humorous and realistic setups. In the case of whiskey CMs, the "European" connotation is more important. And the brand image is distinguished clearly by realistic/non-realistic modality features. The characters of commercial films are in agreement with the target segmentation of the product. The middle-aged male plays the leading role in both genres of CM.},
 pages = {1--18},
 title = {記号論による広告表現分析 : ビールとウィスキーのCMの場合},
 volume = {15},
 year = {}
}