Advertisement could be regarded as a technology of word and language in social and economic domain, which makes economic activities closely related with life and social basic system in the modern world. This report gives the result of the bibliometric analysis on the words collected from all the titles of monthly SENDENKAIGI, the only one Japanese journal for specialists in advertisement, examining its 613 issues from 1954 to 2000. It pursued phenomenologiclally the change of Japanese economy, industry and society, and their relations have been investigated through the usage frequency of words for advertisement by decade from 1950's to 1990's, that is, from the ruins of the Second World War to the present position of one of the leading countries in the world. By studying the meaning and role of advertisement as wide as possible, even on such situations as human, society and environment besides its original role for market communication, it was phenomenologically made clear that the advertisement not only plays so important roles for suppliers to introduce their products to consumers, but also such extending roles as methods of communication to disseminate the situations of economic development and the social state to give to people the perspectives for the following decade hereafter on the economic and social direction, business concepts, and further environmental problems and international situation.
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