テレビ放映された食品CMの実態分析 : 機能的ベネフイットと心理的ベネフイットに着目して

概要

論文の詳細を見る
This study aims to clear several problems of commercial messages in television advertising on foods, and to advance request. Based on the actual conditions of the quantity and contents of the information, the authors try to examine from a viewpoint of functional and psychological benefits. The survey was conducted towards TV programs of two commercial stations in Niigata Prefecture for a week in June 2001. Food advertising number of 2 stations in one week was 2,069 in total. Four groups were categorized: "processed foods,""drinks,""alcoholic drinks" and "sweets," of which the share of the first two categories was rather high, 36.6% and 34.0%, respectively. In terms of the information contents, frequently counted were the merchandise commodity information such as package/container as well as 'psychological benefits' such as free gift and health improvement. On the other hand, the contents related to 'functional benefit' such as quality/safety were few. The number of the information contents of the raw materials and nutrition components related to the food labeling was extremely few: below 10% of all TV food advertisement, the fact of which may be explained by the absence of legal obligation or self-imposed control of the food industry as regards the Japanese food labeling system so far as the TV commercial messages are concerned.
2003-10-15