広告コピーの解釈多元性に関する研究 : 美容関連製品のキャッチコピーをケースにして

概要

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Advertising copies that are messages from companies to consumers are having some influences onour lives. Consumers sometimes form product images by interpreting advertising copies. Thereforecompanies try to tell a message to a consumer as possible precisely.But among advertising copies exist various ways of interpretation. Several consumers may give thesame meaning to a given advertising copy, but give different meanings to another advertising copy.We conduct a case study using a framework of meaning dimension（akaoka 1995） and make someconsiderations about factors affecting a variety of an advertising copy.