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Paper Abstract and Keywords
Presentation 2026-03-05 11:30
Expression in Advertising and Its Cultural foundations -- Explorations of the Aspects of Japanese Cultural Transformation --
Yuko Hiramatsu (Chuo Univ.) TL2025-42
Abstract (in Japanese) (See Japanese page) 
(in English) In video advertising, the standard duration is typically 15 or 30 seconds for television commercials, while in digital advertising it ranges from six-second bumper ads on YouTube to a maximum of approximately 60 seconds. Advertisers must therefore consider how and what kind of message can be conveyed to viewers within a very limited amount of time. While the creator’s intent is clearly important, the effectiveness of an advertisement also depends on the sensibilities that viewers already possess as a shared cultural premise. In other words, changes in viewers’ sensibilities are reflected in advertising expression. By examining the language used in video advertisements, this paper explores one aspect of broader social and cultural change and seeks to provide a basis for considering the future of Japanese culture in an increasingly information-oriented society
Keyword (in Japanese) (See Japanese page) 
(in English) Advertising / Japanese culture / Poetry / Reframing / Empathy / Imagination / /  
Reference Info. IEICE Tech. Rep., vol. 125, no. 392, TL2025-42, pp. 1-5, March 2026.
Paper # TL2025-42 
Date of Issue 2026-02-26 (TL) 
ISSN Online edition: ISSN 2432-6380
Copyright
and
reproduction		 All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034)
Download PDF TL2025-42

Conference Information
Committee TL  
Conference Date 2026-03-05 - 2026-03-06 
Place (in Japanese) (See Japanese page) 
Place (in English) National Tsing Hua University (Taiwan) 
Topics (in Japanese) (See Japanese page) 
Topics (in English) Theme 1: ELF, Conversation Analysis, Multimodal Interaction, Intercultural Communication, Theme 2: Assistive Language tools, Generative AI, Knowledge, Concepts, Vocabulary and its Structure, Theme 3: Linguistic Landscape, Language Contact, Interpretation and Translation, Intercultural Dialogue, Language and Learning ∙ Language Learning. 
Paper Information
Registration To TL 
Conference Code 2026-03-TL 
Language Japanese 
Title (in Japanese) (See Japanese page) 
Sub Title (in Japanese) (See Japanese page) 
Title (in English) Expression in Advertising and Its Cultural foundations 
Sub Title (in English) Explorations of the Aspects of Japanese Cultural Transformation 
Keyword(1) Advertising  
Keyword(2) Japanese culture  
Keyword(3) Poetry  
Keyword(4) Reframing  
Keyword(5) Empathy  
Keyword(6) Imagination  
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1st Author's Name Yuko Hiramatsu  
1st Author's Affiliation Chuo University (Chuo Univ.)
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Speaker Author-1 
Date Time 2026-03-05 11:30:00 
Presentation Time 30 minutes 
Registration for TL 
Paper # TL2025-42 
Volume (vol) vol.125 
Number (no) no.392 
Page pp.1-5 
#Pages 5 
Date of Issue 2026-02-26 (TL) 

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