@article{oai:kansai-u.repo.nii.ac.jp:00022758,
 author = {水野, 由多加},
 issue = {2},
 journal = {関西大学社会学部紀要},
 month = {Mar},
 note = {近年、広告の言い換えとしてブランディングというカタカナ言葉が増えてきた。この得失は論じられるべきである。加えて、情報過多状況の中で、高圧的な20世紀型の広告効果観が、21世紀型の「意味創造型」に転換する見通しを検討した。, In recent years, "branding" in KATAKANA has become an extremely popular word among Japanese businesspeople. However, being a translation, there are both merits and demerits linked to its usage. Alongside this phenomenon, the appearance of the word "advertising" has decreased. The author attempts to describe these circumstances and the prospects for a new understanding of the effects of advertising.},
 pages = {49--63},
 title = {カタカナ「ブランディング」の誤謬と広告効果の「結合性」（下） : 広告研究としての功罪と展望},
 volume = {53},
 year = {2022}
}