【卒論全文公開：第5章 結論】

2年 前 198

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　本論文の目的は、現段階で日本のドラマ作品はどれだけプロダクトプレイスメントを利用していて、日本人視聴者はプロダクトプレイスメントに対していかなる態度を取るのか検証することであった。ドラマ分析では日本のドラマはストーリーに応じてブランドを「協力」として利用していることが多く、スポンサー商品として堂々とプレイスメントする行為はあまり見られなかった。先行研究にあった通り、ドラマ内の協力製品はクレジットの細かい文字からブランドを探すほかなく、いかにも製品を売ろう・宣伝しようと意識しているようなプレイスメントは示されなかった。一方でタイドラマでは、ロゴがきちんと視聴者に見えるようなプレイスメントや、ストーリーの展開に製品の挿入が見られることが多かった。日本人視聴者へのアンケート結果は、先行研究で懸念されていた通り、テレビ放送のドラマに付随するCMはほぼ見られておらず、30%の人はテレビ放送でドラマを見ていないというものになった。さらに、ネットでの動画視聴でもCMは飛ばされる傾向にあり、現在のテレビ放送をネット上でも踏襲するのは無意味だということが明らかになった。しかし、CMを見ない層の多くの視聴者が、ドラマ内でプレイスメントされた商品に好意的であり、先行研究のように共感や親近感を持ち、買いたいと答える人が多かった。これにより、日本人視聴者にはプロダクトプレイスメントを実施した時に好感を持って受け入れるポテンシャルのある層が多いことが示された。ここから、日本ドラマでのプロダクトプレイスメント導入は大いに効果のあるものになることが示唆された。

　また、先行研究で「共感・親近感」とされて具体的な記述がなかったこれらの感情は「ストーリーへの共感・俳優への共感・推しの影響力を社会に伝えることへの共感」の3つに分けられ、特定の芸能人を応援するファンと結びつき、効果を発揮する可能性があることがわかった。この共感の種類が明確になったのはおそらく本論文が初めてであり、意義のある結果となった。

　最後に、本研究の限界と今後の展望について示したい。まず、本研究では、視聴者だけに調査を行ったため、映像を制作するテレビ局や制作会社、スポンサーとなる企業が、プロダクトプレイスメントの利用に際してどのような問題を抱えているのかを明らかにすることはできなかった。プロダクトプレイスメントの積極的な導入をより現実的なものにするためには、視聴者だけでなく、製作側への調査もしていく必要があるだろう。次に、今回のアンケート調査では、定額視聴サービスの加入の有無への回答にとどまった。定額視聴サービスの媒体まで問うことができたら、映像を制作側がプロダクトプレイスメントを使って制作した作品をどのサービスと取引することがより多くの視聴者にリーチできるのかを知る手がかりになったはずだ。今度の調査では、より製作側のメリットになる要素も調査していく必要があるだろう。

　そして、本研究では日本の映像作品に取り入れられたプロダクトプレイスメントの海外の視聴者への影響を深く調査することができなかった。日本のプロダクトプレイスメントから、世界市場へどのようなアプローチをすれば良いかの追求は、今後の課題としたい。

ｰｰｰｰｰｰｰｰｰｰｰｰｰ

ここまで全てお読みくださった方、本当に本当にありがとうございました。

拙い論文でしょうが、私にとっては好きなものを研究し代表にまで選ばれZoomで研究発表をした思い出の論文です。

私が使用した参考文献のように、いつか誰かの論文の役に立てたら、、、と思いここに残すことにしました。

武蔵野大学でお世話になった石黒武人先生のご指導に感謝を申し上げます。

【全文無料でご覧いただけますが、もし、コーヒー代や国会図書館でかかったコピー代を出してやってもいいぞって方は投げ銭してくださると泣いて喜びます】


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【卒論全文公開：参考文献/付録1・2】

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【卒論全文公開：参考文献/付録1・2】

金 8月 20 , 2021
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