著者

渡邊 安理沙

雑誌

東京女子大学言語文化研究 (ISSN:09187766)

巻号頁・発行日

vol.21, pp.78-91, 2012-03-01

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Today, there are innumerable advertisements in a wide variety of media such as television, newspapers and the Internet. Advertisements are sensitive to changes in society and in people's tastes as they have a strong impact on consumption.This article has two purposes. One is to investigate men's and women's lifestyles as reflected in phrases used in advertisements between 1955 and 2009. The other is to show the relationship between changes in lifestyles and changes in society. Five hundred advertisements related to the theme of this paper were analysed. They were taken from (1) the Annual Report on Dentsu Advertising Awards, (2) Monthly Newspaper Ads [compact edition], and (3) Copira,an Internet advertisement search site. The advertisements were divided into 11 five-year periods, and the characteristics of each of the periods was summarised. Finally, the mutual influence of the advertisements and society is considered.The results show that advertisements and society are closely related. Basic trends and people's tastes appear to be timeless, even though new lifestyles are introduced one after another. A strong women image, e.g., a career women, has also appeared in advertisements,reflecting women's advancement in society. In contrast, sweet-tempered men, who help theirwives with housework, have also appeared. Thus, advertisements clearly show the differencesin men's and women's lifestyles as well as the changes in the economy and society.