Vol.2 No.1
CM 1951 6 1957 2000 2 1 CM TV TVCM CM
40 200 CG 1960 CM
4 2 8 20 26 47 56 84 89 112
5
8 Piya Pongsapitaksanti 1 40 50 30 40 161 71 86 2 1
1 9 2003 2006 1,737 12005 81.5 73.3 34.7 24.3 2005 66.3 15.7 2005 48.4 17.9 1 3 n % n % n % n % P df P df
10 n % n % n % n % P df P df n % n % n % n % P df P df
1 11 2003 111 112 53 78 2002 199836 1 14 1989 2008 161 71 86 Wolin, Lori D., 2003, Gender Issues in Advertising An Oversight Synthesis of Research: 1970-2002, Journal of Advertising Research 42, March: 11-29. CM 2 52 3 161 2008 2 Thammasat 2005 3 12 3 1 2 3 2 3
12 1 3 1 2 CM 2 1 M U 2005 48 2005 66
1 13 1 2003 2006 4 8 10 3 5 7 SPSS 2003 8 92004 5 72005 10 12 2006 1 41,737 SPSS 2 1 2 1 3 3 3 0 18 18 35 35 50 50 2006 8 12 20 50 20 20 2003 2006 1,737 10 80 CM 1 Wrangler + CM 2001 1979 CM CM 2 Johnson Johnson + CM CM 3 Arrow
14 79 CM CM 1 CM CM 4 CM 82 CM 1 2 CM 5 Johnson Johnson + 82 CM CM 6 CM CM 7 CM CM TCJ 60 1 CM 1955 CM CM
1 15 1,737 887 51 850 49 1 49 51 47 52 18 35 14 18 50 17.9 15.7 1 17.9 15.7
16 2 340 41 2 12 CM 4.1 1 4.1 1
1 17 4.2 2005 81.5 73.3 2005 66.3 15.7 2005 48.4 17.9 1 99 26 51.3 28 27.9 92 85 90 74.5 30.5 55.7 25.5 51.8 CM 2 1 1
18 4 16 92 93 Sengupta(1995) 16.5% Sengupta(1995) 15 60% 1,737 83% 7.6% 15.9
1 19 3 73 8 3 2 2
20 74 80 3 1 1 73 2 2 873 816 CM 15 CM CM 1 CM 1 20 20 1 0 18 0 1 2
21 1700 3.2% CM CM CM CM CM CM CM CM CM
22 18 35 2 CM 1 CM 1 CM CM CM 10 10 CM
23 CM 4 1 1 CM CM 20 1 20 20 1 19 22 12 1 CM 19 22 19 22 1 1 1 CM 1 1 1 1 24 24 24 24
24 20 1986 No.10, CM M M 60% CM 1 1 70 CM 24.3% CM 85% CM 85% 20 CM 17 92 2005
25 CM 5
26 Ogawa Hiroshi 1950 IN OFF ON 2005 Chion
2 1950 CM 27
28
2 1950 CM 29
30
2 1950 CM 31
32 INON 1984 2005 2007 J-POP
2 1950 CM 33 TCJ 1. CM CM CM J-POP 2007 CM 1 1 CM CD CD 1 1950 1950
34 1 50 2 3 CM 50 3 4 50 CM CM 2005 IN OFFON OFF IN OFF ON IN 21955 OFF
2 1950 CM 35 6 IN 3 1957 IN 4 1956 OFF 5 1957 ON
36 9 4 6 58 1957 ON 100% 8 NHK 71954 ON
2 1950 CM 37 50 CM 9 7 9 3 CM CM 6 8 1957 ON
38 1 91957 ON 1 50 CM 10 1956 ON
2 1950 CM 39 1961 1 11 1956 IN 121956 IN
40 13 1958 ON 2 NHK NHK 50
2 1950 CM 41 14 1957 OFF S 15 S 1955 ON CM 161956 OFF BGM
42 :: CM 171957 ON CM
2 1950 CM 43 181957 ON 2 2 191957 ON 58 56 1956 ON
44 57 C C C 201957 C ON C C ON 55 21 1955 ON 40 50
2 1950 CM 45 1959 1962 22 1962 ON + + 1955 CM CM CM CM 4 CM S CM CM
46 3 3 50 CM ON IN IN CM CM CM CM 50 50
47 2 032 04 1961 4 5 CM CM CM CM 30 30
48 CM CM CM J 60 60 50 CM J CM CM 1 CM CM CM 1959 CM CM 15 CM CM 60 61 1959 58
49 80 1 2 C 60 CM 5 CM 1952 1961 CM
50 CM CM 1 CM CM CM CM 70 60 CM CM CM CM CM CM CM 61 62 1
51 CM CM 4 CM CM 80 90 CM 50 CM
52 1 CM CM CM 1 1 CM CM CM CM CM 75 2005 CM CM
53 CM BGM CM CM