著者

常木 暎生

出版者

関西大学社会学部

雑誌

関西大学社会学部紀要 (ISSN:02876817)

巻号頁・発行日

vol.40, no.1, pp.59-85, 2008-12-20

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This research proposes ansewrs to the following two questions: ①What do that brand advertisement express from the perspective of content analysis? ②Does a person who looks at brand advertisements have some kind of image, from the perspective of impression evaluation? Brand advertisement is not about the appeal of the goods themselves. Brand advertisement strengthens the brand image: its nobility, unfriendliness, elegance, beauty and privilege. The receiver of brand advertisements receives an impression which is similar to the image which the advertisements has expressed. The sender and the receiver of brand advertisements are sharing the same brand image.