A Communication Style of Advertising Phrases : A Comparison of Advertising Phrases in Women's Magazines of Japan and Korea

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  • 広告文の伝達様式 : 日本と韓国の広告文の比較から
  • コウコクブン ノ デンタツ ヨウシキ ニホン ト カンコク ノ コウコクブン ノ ヒカク カラ

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紀要論文

Advertising phrases of women's magazines adopt various methods to achieve an effective communication with readers. Japanese advertising phrases show a tendency of providing readers firstly with background reasons of why they need a product and secondly with what kind of effects they can get if they buy it, trying to avoid to look too pushy. Korean advertising phrases show a tendency of making readers pay attentions on a product by providing product features directly. We can say in communication with readers, Japanese advertising phrases are receiver-oriented, while Korean advertising phrases are sender-oriented. In other words, Japanese advertising phrases are relationship-oriented, while Korean advertising phrases are product-oriented.

Journal

  • 人間文化論叢

    人間文化論叢 9 189-197, 2006

    お茶の水女子大学大学院人間文化研究科

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