An analysis of Japanese CMs that use characteristic rhetorical techniques

概要

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This research was undertaken to examine factors of viewers' impressions of CMs and to develop a causal model that explains how this impression affects Aad (Attitude toward the advertisement) in the case of CMs that use characteristic rhetorical techniques such as metaphor, metonymy and defamilalization. For this purpose, a presentation of Japanese CMs that is remarkable in this respect was made to 227 college students. After the presentation, the students were asked to rate each CM on 20 scales of viewers' impression and a scale of Aad. Factor analysis revealed five factors of "viewers' impressions" on the CMs : "Amusement", "Explanation", "Vitality", "Elegance" and "Warmth". Based on this result, a causal model of "viewers' impression" on Aad was created, and the validity of the model was investigated with covariance structure analysis. In conclusion, to improve the advertising effect of CMs, our results showed the importance of evoking amusing impressions in the audience.
文教大学の論文