2016 Fiscal Year Final Research Report
The Rhetoric of the Advertising Images : From the viewpoint of the Visual Culture Studies
| Project/Area Number |
25370120
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Aesthetics and studies on art
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| Research Institution | Doshisha University |
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Principal Investigator |
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| Research Collaborator |
KIM Sangyeop
KON Changyu
SUN Hsuifui
CHEN Ifen
LEE Puitak
WU Yongmei
HU Ping
Tang Yunbing
TAKABATAKE Asako
MINAMIDE Miyuki
KOIDE Chitoko
OHIRA Naoko
KUMAKURA Kazusa
TAKAHASHI Chiaki
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| Project Period (FY) |
2013-04-01 – 2017-03-31
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| Keywords | 広告 / 視覚文化論 / 視覚的レトリック / 大正時代 / 視覚的隠喩 / 視覚的換喩 / 美人 |
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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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| Free Research Field |
芸術学
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