テレビCMとインターネットCMにおける事例比較研究(国際教養学科関係)

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The more the means of communication develop, the more different advertising media emerge, and companies must respond by diversifying their ad strategies and tactics. Now is the time to take advantage of all the different features of advertising media which are available on the Web. The traditional ad means, as they have developed, have established and held onto their own distinguishing characteristics. In this multimedia age, however, the border between different advertising media is getting fuzzier. A fusion is under way now, led by the Internet. The Internet's ability to transmit video images enables computer networks to invade traditional TV's commercial business and enlarges the possibility of computers to act as multimedia stations in the future. There are more and more Internet providers and Web TV stations broadcasting live programs in a variety of fields, and more and more people enjoy watching them day and night. Web TV networks in the United States, for example, are expecting 1 million new subscribers to sign up during the first half of 1998. In Japan the industry anticipates getting 150,000 new subscribers this year and as many as 1 million by 2000. The more broadcasting systems and media develop around the world, the more difficult it will be to use broadcasting as an effective means of advertising. This is because the number of viewers for each broadcast station will become fewer, and viewers will likely switch channels even more often instead of sticking faithfully with one broadcaster. In other words, the development of new media does not always mean greater advertising effectiveness. Diversification and consolidation of advertising platforms will change the value of different means of advertising and ad strategies. The Internet will naturally lower barriers between countries and denationalize advertisement, which until now has been considered an important part of what defines an individual country's culture. This tendency will trigger a new form of global advertisement strategy, and it will destroy the ad culture based on a single national consumer identity. To conclude this thesis, I would like to summarize the two main commercial media used by Soloflex. The TV commercial repeats its toll-free number again and again during 30 seconds, which is the main purpose of this direct ad. It also shows a man undergoing an image change from an ordinary couch potato to a macho Tarzan figure. The ad is mainly a product ad, and it successfully appeals to a large portion of the viewers. On the other hand, the Soloflex Web advertising effort represents an interactive ad structure linked to the company home page. The interactiveness means that the Web site offers the kind of information visitors want, and it makes an informative and friendly impression on consumers. However, visitors to the Web site must generally know the product name or the company name in advance before accessing the site, and therefore the Web marketing is not independent yet, even today. For the time being, most consumers will be stimulated and motivated by the traditional ad means, and the Internet ad will merely assist them. The on-going technical revolution gives birth to new technology every day, and the relationship between the Web ad and the traditional means of advertising seems to be changing at high speed. Although advertisement on the Internet is still experimental in some ways, it is obvious that it will expand and prevail all over the world much faster than TV ads did in their day. Along the way, Web ads may experience some setbacks and may need periodic reinventions, just as TV did, because both the hardware and software in use today are still primitive. But before too many more years go by, the Internet ad will surely become an unavoidable part of everyone's daily life.
1998-06-25

著者

青木雅幸
武蔵野短期大学

テレビCMとインターネットCMにおける事例比較研究(国際教養学科関係)

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