Uncovering the Image Structure of Japanese TV Commercials Through a Co-occurrence Network Representation
Uncovering the Image Structure of Japanese TV Commercials Through a Co-occurrence Network Representation
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DOI：
10.1007/978-3-030-65347-7_23
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发表时间：
2020-12
期刊：
影响因子：
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通讯作者：
Mariko I. Ito;T. Ohnishi
中科院分区：
文献类型：
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作者：
Mariko I. Ito;T. Ohnishi
电视广告对观众购买意愿的影响已经被广泛研究。有研究表明，电视广告中的某些形象会对观众的购买意愿产生积极的影响。然而，电视广告中使用的形象的全貌并没有得到充分的揭示。我们研究了在日本的电视广告的图像结构，通过构建一个加权共现网络的关键字在这样的广告。我们发现，图像结构的核心，经常共同出现在电视广告中的其他关键字涵盖各种类别的产品。我们进一步进行了社区检测，其中社区可以被视为一组关键字，特别是相互关联的，基于它们在电视广告中的频繁共现。核心关键词属于不同的社区，我们在本文中讨论了每个社区的特点。
The effect of TV commercials on the purchase intention of the viewers has been extensively studied. The literature has suggested that some images in TV commercials positively affect the purchase intention of the viewers. However, the overall picture of the image used in TV commercials has not been sufficiently revealed. We studied the image structure of TV commercials in Japan by constructing a weighted co-occurrence network of keywords used in such advertisements. We found the cores of the image structure that frequently co-occur with other keywords in TV commercials covering various categories of products. We further conducted a community detection, where a community can be regarded as a set of keywords in particular associated with each other, based on their frequent co-occurrence in TV advertisements. The core keywords belong to different communities, and we discuss the characteristics of each community in the present paper.