広告におけるコ系指示詞の指示対象

Abstract

This study analyzed the elements that can know the referent in the concept of context, focusing on copies of printed advertisements used by KO-series demonstrative. First, in the overall contextual aspect analysis, there were many examples of situational contexts in which the referent could be known by pictures during advertisements, and it was found that [KONO+noun] was mainly used. This is thought to be a photograph of the referent by KO-series demonstrative, who have a usage of referring to the object in front of them. Second, in the context of common　knowledge, [konokuni], [konoyo], [konohosi], [konozidai] represents the space or time in which advertisers and consumers exist together, which is thought to have a function of inducing empathy from consumers who watch advertisements. Third, in the formal context, The consumer who are interested in the KO-series read catch-copy, sub-copy, and body copy to know what they instruct, which functions to induce consumers to look closely at the advertisement. Finally, as for the additional context, an example appeared in which the referent could be inferred through the formal context or the situational context. In this way, in the case of speculating the object of instruction through the primary context, the referent is not clear. In other words, it is thought that the additional context functions to focus on advertisements by making the object of instruction unclear.