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全文: "草刈正雄"
2件中 1-2の結果を表示しています
  • N. T.
    らん:纜
    2004年 63 巻 39-
    発行日: 2004/03/30
    公開日: 2018/03/01
    解説誌・一般情報誌 フリー
  • 難波 功士
    マス・コミュニケーション研究
    1994年 44 巻 86-100,184-18
    発行日: 1994/03/25
    公開日: 2017/10/06
    ジャーナル フリー
    As an attempt at demonstrative and historical research on the recipients of advertising, this paper analyzes the remarks of those (general readers of a newspaper) who took part in a round-table talk on advertisements for the"Searching Section"of Kokoku Geppo (an advertising monthly report edited and published by the Advertising Division, Asahi Shimbun-sha). The three reasons why this"Searching Section"was selected as the subject of the study is that the opinions of the participants in the round-table talk before newspaper advertisements are recorded with only few modifications. Furthermore, the selection of the participants was made on a random sampling basis. Thirdly, the section has been in existence since the mid-1960s in almost the same form. The findings of the analysis are: ・As advertising has become an everyday affair during the period from covering the 1960s and 70s advertisements became a given, or thing that existed as a prior condition in everyday life, to recipients of them. Advertisements developed into something with the recipients had not been prepared. ・Next, the recipients' attitude to advertising shifted from the stage where they, as consumers, confronted the advertisers in the relation of"sellers and buyers, "to the stage where they, from the viewpoint of enjoyers and critics, exposed themselves to advertisements as a kind of entertainment. ・Then, advertisements as entertainment went through the period of"a boom in the creative aspects of advertisement"when advertisements competed with each other in workmanship. The interest of the recipients become a factor in the advertisers' marketing and advertising strategy. Advertisers has responded to, or rather accelerated, these changes in the recipients' attitude toward advertising. The social background of these changes was that there was a sharp increase in information-oriented and knowledgeable recipients. In other words, it seems that there were changes in merchandise, enhancing the presence of advertiser's influence, and changes in the concept of the recipients' self and what"everyday life"is. What underlies such changes in the remarks of the participants in the round-table talk for the "Searching section"is a shift in the recipients' viewpoint on advertisements - a change from the viewpoint of consumers to that of enjoyers, finally to that of marketers, as if they were advertisers. The causes and results of this shift have brought about the present situation that advertising and advertisers have become ubiquitous, that the co-presence of"advertisers and recipients"has expanded and become an everyday affair, and that it has become normal for people to be recipients of advertisements.
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