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

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Bibliographic Information

Other Title
  • An Analysis of Advertising Expressions, in of Beer and Whisky Commercials

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Description

type:text

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.

Journal

Details 詳細情報について

  • CRID
    1050282813001882496
  • NII Article ID
    120006417558
  • ISSN
    09147977
  • Web Site
    http://id.nii.ac.jp/1351/00000554/
  • Text Lang
    ja
  • Article Type
    departmental bulletin paper
  • Data Source
    • IRDB
    • CiNii Articles

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