There are two purposes in this report. One is to clarify the factor of the advertisement that a male student tends to accept. Although the advertisement is usually watched casually, there must be some message from maker. Another is to give the position to each advertisement on the axes of the obtained factors. For the first purpose, factor analysis using main factor was applied. As the result of the factor analysis, three factors were required and respectively named as transmissibility, novelty and artistic. These results were obtained as the surveyed subjects who were about 280 male students in Kansai region (Hyogo, Kyoto, Osaka, etc.) .
Next, positioning each advertisement was tried using these three factors. This work was participated by 40 male students. For giving the position, they chose the 35 TV advertisements aired since the Heisei. After watching 35 advertisements for thirteen minutes, they evaluated by using tree kinds of marks; O, ?? and ×.
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