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The Sociological Study of Japan-U.S.Differences in Advertizing Communication

日美广告传播差异的社会学研究

基本信息

批准号：
04451095
负责人：
ARIMA Tetsuo
金额：
$ 3.2万
依托单位：
Tohoku University
依托单位国家：
日本
项目类别：
Grant-in-Aid for General Scientific Research (B)
财政年份：
1992
资助国家：
日本
起止时间：
1992 至 1993
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/en/grant/KAKENHI-PROJECT-04451095/
关键词：
ADVERTIZEMENT COMPARISON TV COMMERCIALS COMMUNICATION JAPAN-U.S.コマーシャル異文化理解

项目摘要

There are differences in advertizing communication between Japanese TV commercials and American TV commercials. Typical Japanese TV commercials are image oriented, suggestive, and softsell TV commercials while typical American TV commercials are logic oriented, talkative, and hardsell TV commercials. The aim of this project is to find out what causes such Japan-U.S.differences in advertizing communication in TV commercials.The differences are examined ; 1) by examining system of putting TV commercials on the air, that is, TV broadcasting and advertizing business ; 2) by examining how audience and their society receive TV commercials ; 3) by examining nature and pattern of communication in TV commercials.1) In Japan where 4 major TV networks dominate the market, only well-wrought and high-cost TV commercials for big businesses can be telecast, while in the U.S.where cable and satellite TV multiply TV channels and air time, simple and low-cost TV commercials are preferred by advertizers. … More In addition to this, self regulations and business customs of Japanese broadcasters and advertizing agencies are favorable to indirect, suggestive TV commercials, whereas those of American broadcasters and advertising agencies are favorable to direct and persuasive TV commercials.2) The Japanese are very sensitive to suggestive image and graphic information, because Japanese people use Kanji, graphic symbols. On the other hand, American people resort to speech communication in which logic and rhetoric are important, because they use phonetic symbols, alphabets. Japanese society is also different from that of the U.S.. Japanese society is the high context society where communication is based on tacit assumptions among culturally and racially homogeneous people. American society is low-context society where people form different cultures and ethnic traditions can reach agreement through argument and persuasion. The difference in society types causes difference in communication patterns.3) The communication between Japanese audience and Japanese TV commercials can be considered as "a sign-exchanging communication". In this communication, Japanese audience is very active in interpreting the signs and finding potential meanings. American audience are somewhat passive in their "message-exchanging communication" with advertizers in American TV commercials. All they can do is to accept the message send by advertizers or to flip the channel. There is no room for American audience to play interpreting game. The findings from our survey research show that Japanese audience active in interpreting TV commercials tend to detect potential social problems in TV commercials. By watching TV commercials, they raise or change their social consciousness and take action. Less

日本电视广告和美国电视广告在广告传播上存在差异。典型的日本电视广告是形象导向、暗示性和软性销售的电视广告，而典型的美国电视广告是逻辑性、健谈性和硬性销售的电视广告。该项目的目的是找出导致日美电视广告中的广告传播差异的原因。 1）审查电视广告播出制度，即电视播出和广告业务； 2）通过考察观众及其社会如何接受电视广告； 3) 通过考察电视广告的传播性质和模式。 1) 在四大电视网主导市场的日本，只有精心制作、成本高昂的大企业电视广告才能播出，而在有线电视和卫星电视拥有多种电视频道和播出时间的美国，广告商更喜欢简单、低成本的电视广告。除此之外，日本广播公司和广告公司的自律和商业惯例有利于间接的、暗示性的电视广告，而美国广播公司和广告公司的自我规定和商业习惯则有利于直接的、有说服力的电视广告。2）日本人对暗示性图像和图形信息非常敏感，因为日本人使用汉字、图形符号。另一方面，美国人诉诸语言交流，其中逻辑和修辞很重要，因为他们使用音标、字母。日本社会也与美国不同。日本社会是高语境社会，其交流基于文化和种族同质的人们之间的默认假设。美国社会是低语境社会，不同文化和种族传统的人们可以通过争论和说服达成一致。社会类型的差异导致了沟通方式的差异。3)日本观众与日本电视广告之间的沟通可以被视为“符号交换沟通”。在这次交流中，日本观众非常积极地解读这些符号并寻找潜在的含义。美国电视广告中的美国观众与广告商的“信息交流”有些被动。他们所能做的就是接受广告商发送的消息或者翻转频道。美国观众没有玩口译游戏的空间。我们的调查研究结果表明，积极解读电视广告的日本观众倾向于发现电视广告中潜在的社会问题。通过观看电视广告，他们提高或改变自己的社会意识并采取行动。较少的