日米テレビコマーシャルに観る比較文化考察(国際教養学科関係)
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概要
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On the two sides of the Pacific there are not so many differences in the business motives for making TV ads, but there is a great gap in the ways of thinking about how to lure customers. No one can tell how this discrepancy will be adjusted or overcome in the future or how long it will continue, but both sides should recognize the discrepancies and create new strategies which can lead to breakthroughs to survive commercial battles in the multimedia age. The TV commercial is now ready to fly out of the TV screen over into the rapidly developing world of the Internet, where a whole range of previously unimagined challenges wait. The year 1996 opened another era in the history of TV commercials because PIV in the United States completed development of a new electronic method for making virtual commercials. With this technology a company sponsoring a TV program can electronically place its name or a picture of its product on any part of the screen. In the case of a sports program, for example, the company logo might appear on the ballfield or on the stadium fences. This idea gives entirely new possibilities to TV advertising. A technological innovation like this blurs the traditional boundaries between programming and commercials and will have much influence on culture. This age of multi-channel TV has already been bringing many changes in TV commercials, and some new categories will be added to the orthodox ad classifications which I have tried to analyze this time. Newly coined words such as "Infomercial" and "Infotainment" signify new types of commercials. In the near future, the borders between the television, the computer and the telephone will cease to exist. The more TV functions expand, the more complicated TV commercial strategies will likely become and the higher their cost will be. But the efficiency of TV commercials may become lower because viewers will be able to choose their favorite TV programs out of hundreds, and the number of viewers for each channel will be smaller. Moreover, the time will come when Japanese and American viewers will enjoy the same TV commercials as well as the same TV programs. Lastly, I would like to make it clear that all the English translations from Japanese commercial narrations were done by myself only for the purpose of this thesis. And I would like to express my appreciation to all of the companies which sponsored the TV commercials used as examples in this paper.
- 武蔵野短期大学の論文
- 1997-06-25
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