記号論的広告分析への新しいアプローチ : アメリカの自動車広告で用いられた商品名を中心として(浅野雅巳教授・鈴木登教授御退職記念号)

概要

論文の詳細を見る
This study proposes a new approach to semiological analysis of advertisements. It combined a sampling method of content analysis with linguistic terms of discourse analysis to develop a more rigorous method for uncovering the subconscious dream embedded in American automobile advertisements. Focusing on the 147 brand names of the automobiles advertised by the Big Threes in May, 2005, this study finds the vocabulary used for the brand names include hyponyms of "the Mid West, " "the West, " "the wide open plains, " "harsh nature, " "explorer, " "soldier, " and "wild animal, " evoking the memory of the hardships and victories during the settlement of the West in the 19^<th> century. This study concludes that the automobile advertisements exploit the subconscious dream of Americans to seek for the Western hero.
島根県立大学の論文