日本大衆文化におけるストーリーマーケティングの活用効果に関する考察 ‒アニメ「ガンダム」産業の成功の秘訣を中心に‒
A Study on the Effect of the Use of Story Marketing in Japanese Popular Culture ‒Focusing on the Secret of Success of Animation ‘Gundam’‒
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This paper examines the effect of the use of story marketing in the genre of animation in Japanese popular culture. Analyzing animation Gundam as a concrete research object, this paper investigates the secret to become a successful industry from the four following perspectives: a differentiation strategy of a story, comprehensive acceptance of different generations and genders, a strategy of one-source multi-use, characteristic to the genre, and continuous technical innovation. As a result, the success of animation Gundam is due to well-organized plots of a story and effective uses of story marketing.
Abstract
This paper examines the effect of the use of story marketing in the genre of animation in Japanese popular culture. Analyzing animation Gundam as a concrete research object, this paper investigates the secret to become a successful industry from the four following perspectives: a differentiation strategy of a story, comprehensive acceptance of different generations and genders, a strategy of one-source multi-use, characteristic to the genre, and continuous technical innovation. As a result, the success of animation Gundam is due to well-organized plots of a story and effective uses of story marketing.
참고문헌 (15)
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