著者

岡野 雅雄 浅川 雅美

出版者

文教大学大学院言語文化研究科付属言語文化研究所

雑誌

言語と文化 = Language and Culture (ISSN:09147977)

巻号頁・発行日

no.15, pp.1-18, 2003-03-01

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Through the semiotic analysis of Japanese award-winning commercials for beer and whiskey, we learn that: CMs for beer have a common theme of obtaining a "pleasant sensation" after suffering troubles in humorous and realistic setups. In the case of whiskey CMs, the "European" connotation is more important. And the brand image is distinguished clearly by realistic/non-realistic modality features. The characters of commercial films are in agreement with the target segmentation of the product. The middle-aged male plays the leading role in both genres of CM.