1 content analysisdiscourse analysis,gdp.,, p. Leslie, content analysis,,, p., Burr, 1995, p. 163 Burr1995

Size: px

Start display at page:

Download "1 content analysisdiscourse analysis,gdp.,, p. Leslie, content analysis,,, p., Burr, 1995, p. 163 Burr1995"

のぶあきとみもと
6 years ago
Views:

1 Goffman, 1979Barthel, 1998 O Barr, 1994Goldman & Papson, 1996 Roland Barthes Mythologies 1972Barthes Saussure myth myth languagea second-order semiological system Barthes, 1972, p.114 Hall, 1997, p. 41 Leiss et al., 1997, p. 214Hall, 1997, p. 41 Leiss et al., 1997, p. 214

2 1 content analysisdiscourse analysis,gdp.,, p. Leslie, content analysis,,, p., Burr, 1995, p. 163 Burr1995

3 The first step was to read the piece quite slowly and thoroughly, and to re-read it several times. During this reading, I was searching for recurrent themes, for coherent sets of statements or phrases which appear to talk about or represent events in similar ways, for metaphors that bring with them particular images of the events described, for words which seem loaded with meaning. This involved underlining words and phrases that seemed to paint a particular picture, and listing them on a sheet of paper so that I could scan them more easily for any sense of coherence. I look for similarities and contrasts between them, asking myself what images and associations the metaphors imported, and whether there were any contradictions. p. 168 Ferrara1994 Discourse analysis is an open-ended process of discovery, and analysts typically return to the primary language data usually video or audio tape recordingsagain and again, often making corrections or new discoveries with each successive stage... Thus after collecting the tape recordings I listened to them over and over, jotting notes, forming impressions of recurrent patterns... Then I made systematic marginal notes on the transcripts and next compiled these notes into categories with a numbered referencing system where certain recurring features could be found. pp coherence coherence recurrent themes, coherent sets of statements or phrases, recurrent patterns, recurring features Burr Ferrara coherence Salkie1995 cohesive devises repetition synonymsuperordinate hyponym cohyponym oppositerelated word

4 Solomon1998 prestige brand Dunn & Barban, 1986, p. 165trademark The Lanham Trade-Mark Act 1947Dunn & Barban, 1986, p. 164 brand managerdunn & Barban, 1986, p.200 Myers, 1999, p. 18 Banerjee, 2000, p. 19

5 Plunkett, 2004, p. 27 divisionmanufacturer brand

6 F-150 Heritage G.<kobalt ) Cobalt Focus Station Focus SE LeSabre Buick SVT Focus I.<terrazzo? Terraza Buick Tribute Mazda Astro Chivolet Freestar sedan Ion Saturn Neon Aviator Lincoln Blazer Cavalier Envoy C Explorer Freelander Land Rover Grand Wrangler Jeep Marauder Mercury Mountaineer Mercury Navigator Lincoln Range Rover Land Rover Ranger Sprinter Tracker TrailBlazer Voyager Wrangler Jeep Colorado Dakota

7 Denali C DeVille Cadillac Durango Malibu Montana Pontiac Monterey Mercury Park Avenue Buick Rainier Buick Savana Cargo C SeVille Cadillac Silverado Sonoma C Suburban Tahoe Town Country Yukon C Caravan Express Cargo Chivolet Express Psngr. Chivolet Personal Transporter PT Cruiser Saab Sport Saab Sports Mazda Town Car Lincoln Taurus Station Taurus P- Mustang

8 P- SVT Mustang Cobra P- SVT Mustange Cobra Martin DB9 Aston Martin quish Aston Ram Sable Mercury Station Sable Mercury Thunderbird Viper Crossfire Corvette Grand Touring car GT Grand Am Pontiac Grand Prize Grand Prix Pontiac Grand Tourismo Omorogata ( GTO Pontiac Monte Carlo Sebring Sebring Sebring Canyon C Sierra C avalanche Avalance

9 Equinox Stratus Stratus Sunfire Pontiac SVT F-150 Lightning Century Buick Discovery Land Rover Escalade Cadillac Escalade EXT Cadillac Escape Excursion Expedition Rendezvous Buick Safari C Venture Chivolet Relay Saturn Vibe Pontiac Vibe Pontiac Grand Marquis Mercury Station Magnum Aztec Azteck Pontiac Cherokee Jeep B-Series Mazda F-150 F-250 F-350 H2 SUT Hummer S C

10 4WD Saab Alero Oldsmobile (L.< aveo Aveo (<bravado Bravada Oldsmobile C70 Volvo Crown Victoria Catera Touring ( CTS Cadillac Econoline G6 Pontiac H2 Hummer H2 SUT Hummer H2 Hummer Liberty Jeep LS Lincoln Mazda 3 Mazda Multi Purpose Vehicle MPV Mazda MX-5 Miata Mazda Pacifica Regal Buick Rotery Engine X RX-8 Mazda S40 Volvo S60 Volvo S80 Volvo Silhouette Oldsmobile SRT-4 SRX Cadillac SSR Seville Touring STS Cadillac S-Type Jaguar Station V40 Volvo Station V70 Volvo Sation Vue Saturn

11 Volvo XC70 Station Volvo XC90 Jaguar XJ Jaguar XK8 Jaguar XK8 Jaguar X-type 3 place Colorado, Dakota, Denali, DeVille, Durango, Malibu, Montana, Monterey, Park Avenue, Rainier, Savana, SeVille, Silverado, Sonoma, Suburban, Tahoe, Town & Country, Yukon Colorado, Dakota, Denali, Durango, Malibu, Montana, Monterey, Rainier, Silverado, Sonoma, Tahoe, Yukon the Mid Westthe West co-hyponyms Azteck, Cherokee, Caravan Colorado, Dakota, Montana, Monterey, Sonoma, Silverado the wide open plainscolorado, Dakota, Montana the Great Plains Sonoma Silverado Napa Valley Silverado Trail the Great Plains Colorado, Dakota, Montana harsh nature the Dust Bowl Monterey John Steinbeck The Wrath of Grapes Monterey Denali, Rainier, Taho, Yukon

12 ,m McKinley Denali,m Rainier Taho Yukon Rainier Avalance, Lightning, Canyon, Sierra Aviator, Blazer, Cavalier, Envoy, Explorer, Freelander, Grand Wrangler, Marauder, Mountaineer, Navigator, Range Rover, Ranger, Sprinter, Tracker, Trailblazer, Voyager, Wrangler person Aviator, Blazer, Mountaineer, Navigator, Ranger, Range Rover, Trailblazer, Voyager explorer Cavalier Ranger soldiercorvette, Crossfire, Cruiser, Escalade, Mustang, LeSabre war Mustang Dearborn P- Cobra, Mustang, Ram, Sable, Viper, Martin animalmustang as wild as a mustang ram Ram sable martin domestic animal wild animal 4

13 Appleby et al., 2003, p. 412 Manifest Destiny the Western hero Appleby et al., 2003, p. 412 Solomon 1998 Advertisers may give shape to consumer fantasies, but they need raw material to work with, the subconscious dreams and desires of the marketplace. As long as these desires remain unconscious, advertisers will be able to exploit them. But by bringing the fantasies to the surface, you can free yourself from advertising s often hypnotic grasp. p. 51

14 , Fowles1996 In retrospect, it is surprising on how many points the non-marxist and the Marxist critiques of advertising concur: that advertising manipulates consumers and instills false values, that it extols a materialistic and consumerist ethic, that it deals in emotions and irrationality, that it leads people to buy unnecessary or overvalued items. p. 65 Solomon1998 subconscious emotions subconscious dreams and desires Raymond Williams1980 Advertising: the Magic System association with social and personal meaning p. 185Longinotti-Buitoni 1999 dreams dreamketing customers should never be awakened from their dreams p. 16 discourseparker, 1990; Potter et al., 1990; Burr, 1995;, 1999;, 2000 discourse, schema, script, macrostructure discoursefoucault discoursepotter et al., 1990 Salkie lexical cohesion, other kinds of cohesion, beyond cohesion lexical cohesion cohesion Salkie Brazil country Salkie, 1995, p. 15 Brazil country Salkie, 1995, p. 15

15 Brazil, Vietnam, Germany, Morocco, Zambia country Salkie, 1995, p. 15 fire, hot, burn heat Salkie, 1995, p. 28 Salkie brand Toyota, Nissan Crown, Skyline brand Virgin, Oracle Appleby, J, Brinkley, A, Broussard, A. S, McPherson, J. M, and Ritchie, D. A. (2003). The American Vision. New York, Glencoe McGrow-Hill. Banerjee, A. (2000). International Advertising Developments. International Advertising: Realities and Myths. J. P. Jones. Thousand Oaks, Sage: Barthes, R. (1972). Myth Today. Mythologies. New York, Hill and Wang. Burr, V. (1995). An Introduction to Social Constructionism. London, Routledge. Dunn, S. W. & Barban, A. M. (1986). Advertising: Its Role in Modern Marketing. Chicago, Dryden Press. Ferrara, K. W. (1994). Therapeutic Ways with Words. New York, Oxford University Press. Fowles, J. (1996). Advertising and Popular Culture. Thousand Oaks, Sage. Goffman, E. (1979). Gender Advertisements. New York, Harper & Row Publishers. Goldman, R. & Papson, S.(1996). Green marketing and the commodity self. Sign Wars. New York, Guilford Press: Hall, S. (1997). Representation: Cultural Representations and Sifnifying Practices. London. Sage. Jhally, S. (1990). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. New York, Routledge. Leslie, Deborah. A. (1995). Global scan: the globalization of advertising agencies, concepts, and campaigns. Economic Geography: Longinotti-Buitoni, G. L. (1999). Selling Dreams: How to Make Any Product Irresistible. New York, Simon & Schuster. Myers, G. (1999). Ad Worlds: Brands, Media, Audiences. London, Arnold. O Barr (1994). Culture and the Ad: Exploring Otherness in the World of Advertising. Boulder, Westview Press. Parker, I. (1990). Discourse: definitions and contradictions. Philosophical Psychology, 3(2): Plunkett, J. W. (2004). Plunkett s Advertising & Branding Industry Almanac. Houston, Plunkett Research. Potter, J., Wetherell, M., Gill, R., & Edwards, D. (1990). Discourse: Noun, verb or social practice? Philosophical Psychology, 3:

16 Salkie, R. (1995). Text and Discourse Analysis. London, Routledge. Solomon, J. F. (1998). Master of Desire. Common Culture: Reading and Writing about American Popular Culture. M. Petracca and M. Sorapure. Upper Saddle River, Prentice Hall: Williams, R. (1980). Advertising: the Magic System. Problems in Materialism and Culture. London, Verso. Williamson, J. (1978). Decoding Adverisements: Ideology and Meaning in Advertising. London, Marion Boyars EGUCHI Mariko

17 Abstracts

18 Abstracts A New Approach to Semiological Analysis of Advertisements: Focusing on Brand Names in American Automobile Advertisements EGUCHI Mariko This study proposes a new approach to semiological analysis of advertisements.it combined a sampling method of content analysis with linguistic terms of discourse analysis to develop a more rigorous method for uncovering the subconscious dream embedded in American automobile advertisements.focusing on the 147 brand names of the automobiles advertised by the Big Threes in May, 2005, this study finds the vocabulary used for the brand names include hyponyms of the Mid West, the West, the wide open plains, harsh nature, explorer, soldier, and wild animal, evoking the memory of the hardships and victories during the settlement of the West in the th century.this study concludes that the automobile advertisements exploit the subconscious dream of Americans to seek for the Western hero.

2007 年版

2007 年版 GM 車用 ( キャデラックシボレー GMC HUMMER 等 ) こちらのマークがある商品は 2DIN 対応になっております 2006- シボレー HHR 2004- シボレー Malibu/Equinox ポンティアック G6 2005- HUMMER H3 シボレー CORVETTE 2006- シボレー IMPALA / MONTECARLO 2007- シボレー TAHOE