@article{oai:niigata-u.repo.nii.ac.jp:00007504,
 author = {張, 文婷},
 journal = {現代社会文化研究, 現代社会文化研究},
 month = {Mar},
 note = {In the present paper, the visual and linguistic aspects of Shiseido's corporate commercials are analyzed. The original objective of the message of the commercials, beauty evely moment and forever is the same but the way to take this same message to the public is different due to cultural differences between Japanese and Chinese consumers. By analyzing the visual aspects of these commercials, it is concluded that the Japanese version chooses to emphasize the natural beauty through the use of metaphors of plants. The beauty of the character appears to be so familiar to the audience that anyone can feel accessible to this kind of beauty. On the other hand, Chinese version makes use of the traditional red inherited from mother to daughter to express elegant beauty, appealing to career women of a high position. From the study of the language used in these commercials, it is concluded that in the Japanese version, both the lyrics of the music and the visual imagery are needed to make the storyline complete. In the Chinese version, on the other hand, the nsrration, the lyrics and the imagery are synergistic. They can separately hold up the storyline by themselves.},
 pages = {1--16},
 title = {化粧品コマーシャルの日中比較 : 資生堂企業コマーシャルの映像論的・言語論的側面からの考察},
 volume = {50},
 year = {2011}
}