•
•
•
•
11.
•
•
•
•
[email protected]
http://www2.toyo.ac.jp/~osera/
1
2
1.
•
•
–
Famer,andStannard 1990
–
CM
–
Stewart,
2011
–
–
•
–
2011
Allan2008
3
4
CM
CM
80
67.0
70
CM
CM
CM
CM
65.0
15%
60
18%
50
40
29.0
30
27.0
85%
20
82%
6.0
10
0
CM
2010
2010
5
sound
6
•
–
–
•
music
soundeffect SE
–
•
•
•
•
–
7
8
•
•
–
2
2006
•
•
imagesong
–
instrumental
–
musiceffect ME
9
•
•
•
10
•
–
a.
–
–
–
2011
11
12
b.
•
c.
•
–
–
–
•
•
–
–
–
–
13
d.
•
14
•
–
–
–
–
–
15
16
e.
–
•
•
•
*
•
–
–
–
–
•
•
Oakes(2007)
17
f.
–
18
BGM
•
•
mood
–
•
*
•
tonality
–
–
•
19
20
Guidoetal.(forthcoming)
21
Allan,D.(2008)“AContentAnalysisofMusicPlacementinPrime-TimeTelevision
Advertising,”JournalofAdvertisingResearch,48(3),404-417.
Guido,G.,Peluso,A.M.,Mileti,A.,Capestro,M.,Cambò,L.andPisanello,P.(2016)
“EffectsofBackgroundMusicEndingsonConsumerMemoryinAdvertising,”
InternationalJournalofAdvertising:TheReviewofMarketingCommunications,
35(3),504-518.
Oakes,S.(2007)“EvaluatingEmpiricalResearchintoMusicinAdvertising:A
CongruityPerspective,”JournalofAdvertisingResearch,47(1),38-50.
Stewart,D.W.,K.M.FarmerandC.I.Stannard (1990)“MusicasaRecognitionCue
inAdvertisingTrackingStudies,”JournalofAdvertisingResearch,30(4),39-48.
2006
48 139151.
2011 TVCM
BGM
CM
32 155-167.
2006
4 1 1-13.
2014 CM
http://www.videor.co.jp/synapse/special/001/
2010 CM
http://prtimes.jp/main/html/rd/p/000000007.000001642.html
23
Guidoetal.(forthcoming)
22

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