| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2016: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2015: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2014: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
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| Outline of Final Research Achievements |
Using concrete examples of modern Japanese advertisements, this study investigates the types of visual rhetoric used for certain products and how their appeal was represented. To this end, six international symposia were held to analyze within a visual culture studies framework the newspaper ads of five different Japanese brands circulating in East Asia. The study revealed that a considerable number of ads promised that the products brought happiness which led to a "civilized lifestyle" through the usage of metonymic rhetoric devices which used the image of a beautiful woman particular to a certain time and place.
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