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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/104833

    Title: 日本の公共広告におけるマルチモーダル表現の特徴
    Other Titles: 日本公益廣告之多重模式結構表現特徵
    Structures of expressions about public service announcement from viewpoint of multimodal perspective
    Authors: 吳承芸;Wu, Cheng-Yun
    Contributors: 淡江大學日本語文學系碩士班
    落合由治;Ochiai, Yuji
    Keywords: 日本公益廣告;多重模式結構;廣告語言表現;商業廣告與公益廣告的比較;日常生活型態;廣告概念;Public Service Advertisement;Multimodal Perspective;Verbal communication of Advertising;Comparison of Commercial Advertisement and PSA;Lifestyle;Advertising Concepts;公共広告;マルチモーダル表現;広告の言語表現;商業広告と公共広告の比較;ライフスタイル;表現コンセプト
    Date: 2015
    Issue Date: 2016-01-22 14:39:45 (UTC+8)
    Abstract:   本論文旨在探討日本電視公益廣告中的表現結構與廣告概念的特徵,研究對象為日本1995至2013年間共計64支得獎的電視公益廣告,從結合語言及非語言表現的多重模式觀點來進行考察,並且將此考察結果與洪小玫所著『從多重模式的觀點探討日本電視廣告表現結構與廣告概念之分析』之商業廣告的考察結果加以比較,以此來確立日本電視公益廣告之特徵,其結果如下。
     The purpose of this paper is to analyze the structure and conceptual characteristics expressed in Japanese Public Service Advertisements (PSAs) on television. The target subjects are the 64 award-winning PSAs aired in Japan between 1995 and 2013, analyzing multiple elements of verbal and nonverbal communication, and identifying the expressions unique to PSAs. The special expressions are confirmed by comparing with the research results from “Structures of Expressions and Advertising Concepts of Japanese TV Commercials: An Analysis from the Multimodal Perspectives” by Hsiao-Mei Hung in 2013.
    Comparing the various elements that form an advertisement, specifically the main “Association - Ambience” slogans shared from commercial branding advertisements, most of the PSAs would present their information more directly and calling out to the audience using an “Appealing” slogan. Another key difference is the usage of Narrations.    
     Commercial ads would define the narration based on the content of the advertisement, whereas PSAs would construct the content through the Narrations, and strengthen the audience’s memories and recognition towards the message of the advertisement. Both commercial ads and PSAs share a similar steady pace to deliver the content, and the graphical content would mostly be related to the product or the core message of the advertisement.
     The appeal concepts used in the PSAs studied in this analysis can be split into two categories; 59% are stand-alone advertising concepts and the composite concepts take the remaining 41%. Both commercial ads and PSAs use the “Lifestyle Type” - stand-alone concepts focusing on events or people that would appear in daily lives - to shorten the distance between the audience and the advertising content. Composite concepts are more utilized by commercial ads, such as the “Humor & Personality Symbol Type”, using the main character’s charisma and personality to increase the audience’s affinity towards the product or brand, usually in a humourous way. On the other hand, PSAs are still more likely to build a familiar atmosphere for the consumers and drive their messages through daily life events, the “Daily Life & Ambiance Style”, and appeal to the audience.In conclusion, based on the above analysis, PSAs differ from commercial ads on both the expressed concept structure and delivery method characteristics. PSAs would mainly have a lifestyle related graphical content to pique the audience’s emotions, and use a straightforward slogan to appeal to the audience directly.
    Appears in Collections:[日本語文學系暨研究所 ] 學位論文

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