Peer reviewed paper
The Content Analysis of TV Commercials in the Japanese Overseas Travel Market in the 1960s
2021 Volume 33 Issue 3 Pages 19-26
Details
2021 Volume 33 Issue 3 Pages 19-26
The purpose of this study was to analyze the content of TV commercials in the Japanese overseas travel market in the 1960s. According to an analysis of TV commercials recorded in the "20th Century TV Commercial Database", Japan Airlines emphasized the variety of their product lineups and the safety of having an attendant or guide, while foreign airlines tended to emphasize their traditions in TV commercials related to package tours. In TV commercials related to aviation services, several commercials appealing the reassurance of Japanese language support were seen as a characteristic of the early overseas travel market.
