{"created":"2023-05-15T12:19:13.220354+00:00","id":9403,"links":{},"metadata":{"_buckets":{"deposit":"12ac52f5-d894-499e-9d8c-8a9a332cf788"},"_deposit":{"created_by":1,"id":"9403","owners":[1],"pid":{"revision_id":0,"type":"depid","value":"9403"},"status":"published"},"_oai":{"id":"oai:kansai-u.repo.nii.ac.jp:00009403","sets":["528:1385:1386:1405"]},"author_link":["18722","18720","18718","18723","18719","18721"],"item_10_alternative_title_20":{"attribute_name":"その他のタイトル","attribute_value_mlt":[{"subitem_alternative_title":"Ambush marketing and the Social Impact in the World Cup"}]},"item_10_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2006-10-31","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"1","bibliographicPageEnd":"174","bibliographicPageStart":"159","bibliographicVolumeNumber":"38","bibliographic_titles":[{"bibliographic_title":"関西大学社会学部紀要"}]}]},"item_10_description_4":{"attribute_name":"概要","attribute_value_mlt":[{"subitem_description":"スポーツイベントにおいて、近年、公式スポンサーに対抗する「アンブッシュ・マーケティング」という新しい手法が広がっている。本稿では、これまでのアンブッシュ・マーケティングをめぐる議論を紹介し、その大規模な具体的事例として、2002年W杯の際の、韓国SKテレコムのマーケティング、および2006年W杯における日本のテレビCMを中心としたアンブッシュ・マーケティングの、いわゆる「グレーゾーン」展開について明らかにする。そして、企業のスポンサーシップの論理を超えたスポーツイベントの社会的・文化的価値という視点から、スポンサーシップの歴史的展開と社会的意味について仮説的に論じる。","subitem_description_type":"Other"},{"subitem_description":"Recently \"ambush-marketing\" has become popular as a countermeasure to official sponsorship in sport events. In this research note, we briefly review the discussions about ambush-marketing and show SK Telecom's marketing in Korea in the World Cup 2002 and the development of 'gray zone' ambush-marketing in Japan's TV in the World Cup 2006. We discuss the historical development and social significance of sponsorships.","subitem_description_type":"Other"}]},"item_10_full_name_3":{"attribute_name":"著者別名","attribute_value_mlt":[{"nameIdentifiers":[{"nameIdentifier":"18721","nameIdentifierScheme":"WEKO"}],"names":[{"name":"Kuroda, Isamu"}]},{"nameIdentifiers":[{"nameIdentifier":"18722","nameIdentifierScheme":"WEKO"}],"names":[{"name":"Mizuno, Yutaka"}]},{"nameIdentifiers":[{"nameIdentifier":"18723","nameIdentifierScheme":"WEKO"}],"names":[{"name":"Moritsu, Chihiro"}]}]},"item_10_publisher_34":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"関西大学社会学部"}]},"item_10_source_id_10":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AN00046982","subitem_source_identifier_type":"NCID"}]},"item_10_source_id_8":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"02876817","subitem_source_identifier_type":"ISSN"}]},"item_10_version_type_17":{"attribute_name":"著者版フラグ","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"黒田, 勇"}],"nameIdentifiers":[{},{}]},{"creatorNames":[{"creatorName":"水野, 由多加"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"森津, 千尋"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2019-05-22"}],"displaytype":"detail","filename":"KU-1100SG-20061031-09.pdf","filesize":[{"value":"955.6 kB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"KU-1100SG-20061031-09.pdf","url":"https://kansai-u.repo.nii.ac.jp/record/9403/files/KU-1100SG-20061031-09.pdf"},"version_id":"4e79616e-ad7a-4a74-a9d4-20139193c15f"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"関西大学","subitem_subject_scheme":"Other"},{"subitem_subject":"Kansai University","subitem_subject_scheme":"Other"},{"subitem_subject":"アンブッシュ・マーケティング","subitem_subject_scheme":"Other"},{"subitem_subject":"ワールドカップ","subitem_subject_scheme":"Other"},{"subitem_subject":"スポンサーシップ","subitem_subject_scheme":"Other"},{"subitem_subject":"ambush-marketing","subitem_subject_scheme":"Other"},{"subitem_subject":"World Cup","subitem_subject_scheme":"Other"},{"subitem_subject":"sponsorship","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"W杯における「待ち伏せ広告」の意味とその社会的インパクト","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"W杯における「待ち伏せ広告」の意味とその社会的インパクト"}]},"item_type_id":"10","owner":"1","path":["1405"],"pubdate":{"attribute_name":"公開日","attribute_value":"2018-02-08"},"publish_date":"2018-02-08","publish_status":"0","recid":"9403","relation_version_is_last":true,"title":["W杯における「待ち伏せ広告」の意味とその社会的インパクト"],"weko_creator_id":"1","weko_shared_id":1},"updated":"2023-05-15T15:19:04.240134+00:00"}