圧縮表現の力学 : 新聞三行広告の計量的分析

概要

論文の詳細を見る
The purpose of this study was to investigate the compressed nature of classified advertising where competition between the contents, i.e. "what is said, and what is reduced" is severe in extreme special limitation. To this end, about a thousand cases of advertising in Japanese national newspapers were coded and analyzed quantitatively. As a result, comparison of reference rate and cluster analysis of similarity of occurrence showed that contents of advertising could be grouped as follows: (a) "type of employment", "sex" and "age" group, (b) "qualification", "educational background" and "welfare program" group, (c) "payment form" and "pay level" group. Further multivariate analysis about the presentation of information about sex revealed that the main factors determining the use of body text were "newspaper brand" and "type of occupation", and as to the use of headline, "type of occupation" and "educational background".