平成 시대 後期에서 나타나는 음료 광고의 표현 전달 기법

Abstract

In this study, an analysis was conducted on advertising expression techniques, advertising elements, advertising delivery patterns, and discourse strategies and structures in television beverage advertisements during the late Heisei era, focusing on popular products. It is believed that advertisements during this period were designed to cater to consumer desires for health and beauty, aligning with the changes in ingredients, functions, and packaging of beverages. Additionally, there were advertising elements that challenged conventional notions related to workplace life and food pairing. These advertisements employed various expressions such as repetition, emphasis, question form, and comparison to convey information about new products. They utilized storytelling elements to provide key factual information in a straightforward and concise manner. It is also worth noting that many beverage advertisements featured famous models. In terms of discourse strategies and structures, the introduction of advertisements often included the company name or product name, and question forms were used to arouse attention and curiosity. In the main body of the advertisements, information about the product's ingredients, effects, and price was presented to foster empathy and facilitate information sharing with viewers and consumers. In the latter part of the advertisements, the product and company names were prominently displayed to strengthen viewers' awareness of the product. Additionally, it was observed that some advertisements in the latter part focused on showcasing the taste of the product.