Co-occurrence network of TV advertisements revealing Japanese lifestyle
Co-occurrence network of TV advertisements revealing Japanese lifestyle
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DOI：
10.1007/s41109-021-00393-4
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发表时间：
2021-07
影响因子：
2.2
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
文化与电视广告感染力之间的关系已被广泛研究。我们试图揭示日本电视广告所产生的能体现日本文化特征的形象结构，并评价其时代变迁。为此，我们利用包括东京在内的日本关东地区15年来播出的所有电视广告的大量数据，构建并分析了与电视广告相关的关键词共现网络。我们发现共现关系具有很强的异质性，其中一些关键词，如“女人”、“男人”、“动画”和“标志”，每年都会与大量其他关键词共同出现。共现网络上的社区可以看作是一组通过电视广告相互关联的关键词。我们通过将社区与广告产品类别联系起来，研究了社区的特征，发现具有娱乐和儿童形象的社区与PC和a /V类别之间的关系存在时间变化。然而，在研究期间，与包含“男人”的社区相关的产品类别与包含“女人”的社区相关的产品类别的相关性一直存在一致的趋势，反之亦然，这暗示了电视广告中各种吸引力背后的性别角色不平等。
The relationship between culture and the appeals in TV advertisements has been extensively studied. We attempted to reveal the image structure produced by TV commercials in Japan, which may show the cultural features of the country, and to evaluate its temporal change. For this purpose, we constructed and analysed a co-occurrence network of keywords related to TV commercials by using immense data that include the records of all TV commercials aired in the Kanto area in Japan including Tokyo for a period of 15 years. We found a strong heterogeneity of the co-occurrence relationship, where a few keywords, e.g., ‘woman’, ‘man’, ‘animation’, and ‘logo’, co-occur with a huge number of other keywords every year. A community on a co-occurrence network can be regarded as a set of keywords that are mutually associated with each other through TV commercials. We examined the characteristics of the communities by associating them with categories of advertised products and found a temporal change in which the relationship between the communities possessing the image of entertainment and children and the category of PC and A/V gradually increases in strength. However, there was a consistent tendency in the examined period for the product categories related to communities that include ‘man’ to be less associated with those that include ‘woman’ and vice versa, which implicates a gender role inequality underlying the various appeals in TV commercials.