{"created":"2023-06-20T16:41:44.868220+00:00","id":12273,"links":{},"metadata":{"_buckets":{"deposit":"5a075941-cc84-4f30-8269-2cadee932114"},"_deposit":{"created_by":3,"id":"12273","owners":[3],"pid":{"revision_id":0,"type":"depid","value":"12273"},"status":"published"},"_oai":{"id":"oai:kindai.repo.nii.ac.jp:00012273","sets":["14:923:1081:1085","21:3039:3638:3670"]},"author_link":["23108"],"item_2_biblio_info_21":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2015-03-01","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"3","bibliographicPageEnd":"101","bibliographicPageStart":"53","bibliographicVolumeNumber":"61","bibliographic_titles":[{"bibliographic_title":"商経学叢"},{"bibliographic_title":"Shokei-gakuso: Journal of Business Studies","bibliographic_titleLang":"en"}]}]},"item_2_description_33":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"[概要] この論文では, 広告表現物のhow to say の特性を考察する. 「ACC CM フェスティバル」テレビCM部門のグランプリを受賞した企画の表現スタイルを分析した結果, 6点の特徴を確認した. (1) 製品あるいは企業のブランディングを目的に, (2) 生活者が商品を使う能動的な意味を, (3) 非日常性や虚構性によってパーセプションに強く働き掛ける, (4) 長尺CMを, (5)複数年以上に亘って, (6) バリエーション展開する. 今日のテレビCM は, 受け手の肯定的パーセプション形成を目指して創意工夫を凝らしている. 特に, ブランドをモチーフとするドラマを長期に亘って提供するスタイルへの注力が目立つ. この結論から, ブランディングを推進する新しいコミュニケーション・スタイルとして, 物語広告の可能性を示唆する.\n[Abstract] This article considered the characteristic of 'how to say' in the advertisement planning. The characteristic of the expression style of recent TV CM is six points. 1. The purpose is branding (product or corporate). 2. The appeal point is a cultural meaning. 3. Emphasis of non-everydayness and the fictiveness. 4. Number of seconds is 30 or 60. 5. The execution that continued. 6. Variation. The focus of the creativity in recent TV CM is the affirmative perception formation of consumers. The outstanding tendency is in particular the drama formation to assume a brand a motif. The thing suggested by this conclusion is possibility of the narrative advertisement. It is a new communication style to propel Blanding.","subitem_description_type":"Abstract"}]},"item_2_description_41":{"attribute_name":"フォーマット","attribute_value_mlt":[{"subitem_description":"application/pdf","subitem_description_type":"Other"}]},"item_2_publisher_14":{"attribute_name":"出版者 名前","attribute_value_mlt":[{"subitem_publisher":"近畿大学商経学会"}]},"item_2_source_id_22":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"04502825","subitem_source_identifier_type":"ISSN"}]},"item_2_text_7":{"attribute_name":"著者(英)","attribute_value_mlt":[{"subitem_text_language":"en","subitem_text_value":"Senoh, Toshiyuki"}]},"item_2_text_8":{"attribute_name":"著者 所属","attribute_value_mlt":[{"subitem_text_value":"近畿大学経営学部; 教授"}]},"item_2_text_9":{"attribute_name":"著者所属(翻訳)","attribute_value_mlt":[{"subitem_text_value":"Kinki University"}]},"item_2_version_type_12":{"attribute_name":"版","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"妹尾, 俊之"},{"creatorName":"セノオ, トシユキ","creatorNameLang":"ja-Kana"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2016-02-19"}],"displaytype":"detail","filename":"AN10437975-20150325-0053.pdf","filesize":[{"value":"1.4 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"AN10437975-20150325-0053.pdf","url":"https://kindai.repo.nii.ac.jp/record/12273/files/AN10437975-20150325-0053.pdf"},"version_id":"ceabae46-52c2-4f48-b859-da052bcbebb3"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"広告","subitem_subject_scheme":"Other"},{"subitem_subject":"クリエイティブ","subitem_subject_scheme":"Other"},{"subitem_subject":"ブランディング","subitem_subject_scheme":"Other"},{"subitem_subject":"パーセプション","subitem_subject_scheme":"Other"},{"subitem_subject":"スタイル","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"<論文>ACCグランプリ企画に見るテレビCMスタイルの潮流―デモンストレーション, スライス・オブ・ライフ, ドラマ型, そして物語広告へ―","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"<論文>ACCグランプリ企画に見るテレビCMスタイルの潮流―デモンストレーション, スライス・オブ・ライフ, ドラマ型, そして物語広告へ―"},{"subitem_title":"<Articles> Tendency of the TV CM-style seen in a grand prix prize winner of ACC: Demonstration, Slice-of-life, Dramatized CM, and Narrative Advertisement","subitem_title_language":"en"}]},"item_type_id":"2","owner":"3","path":["1085","3670"],"pubdate":{"attribute_name":"公開日","attribute_value":"2015-07-24"},"publish_date":"2015-07-24","publish_status":"0","recid":"12273","relation_version_is_last":true,"title":["<論文>ACCグランプリ企画に見るテレビCMスタイルの潮流―デモンストレーション, スライス・オブ・ライフ, ドラマ型, そして物語広告へ―"],"weko_creator_id":"3","weko_shared_id":3},"updated":"2023-06-20T20:14:21.367566+00:00"}