資生堂企業CMの日中比較研究 : 「一瞬も一生も美しく」のCMを事例に

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  • シセイドウ キギョウ CM ノ ニッチュウ ヒカク ケンキュウ : 「 イッシュン モ イッショウ モ ウツクシク 」 ノ CM オ ジレイ ニ
  • A Comparative Study of Japanese and Chinese Editions of Shiseido's Corporate Commercials

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Abstract

This paper examined and compared the Japanese and Chinese editions of Shiseido's corporate commercials, trying to find differences between the two editions in the expressions of female beauty. The results of analysis are shown below: In the Japanese edition of Shiseido's commercials there is a fusion of 1) western beauty with 2) pure submissive beauty. The Chinese edition seems to have 3) powerful western beauty, 4) consciousness of the traditional beauty and 5) glamorous beauty that is accompanied by the male gaze.

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