京都大学 / 0048 / 新制・論文博士 / 博士(法学) / 乙第13315号 / 論法博第201号 / 新制||法||169(附属図書館) / 京都大学大学院法学研究科基礎法学専攻 / (主査)教授 服部 高宏, 教授 船越 資晶, 教授 森川 輝一 / 学位規則第4条第2項該当 / Doctor of Laws / Kyoto University / DGAM

京都大学 / 0048 / 新制・課程博士 / 博士(教育学) / 甲第19448号 / 教博第192号 / 新制||教||160(附属図書館) / 32484 / 京都大学大学院教育学研究科臨床教育学専攻 / (主査)教授 桑原 知子, 教授 松木 邦裕, 教授 岡野 憲一郎 / 学位規則第4条第1項該当 / Doctor of Philosophy (Education) / Kyoto University / DGAM

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博士(政策科学) / Doctor of Philosophy in Policy and Management / 同志社大学 / Doshisha University

本論文は、日本人男性とカントリー音楽を事例とした、日本人のアメリカ文化との遭遇に関する研究である。本論文では、なぜ日本人男性がアメリカのカントリー音楽とそのシンボルであるカウボーイを消費したかについて考察する。日本人男性は、これらの「典型的」とも言われるアメリカのシンボルを通して、日本の国家建設や、方向性に必要不可欠な、日本人男性性について議論していたと主張する。 / This dissertation is a case study about the Japanese encounter with American culture by dealing with Japanese men and American country music. I investigate why Japanese men consumed American country music and cowboy images that served as the music's main symbol. Those Japanese men's encounter with American country music shows us that Japanese men received this music from the US in multifaceted ways, rather than simply as a way to understand US-Japan relations. I argue that these Japanese men used American country music and cowboy images to debate about Japanese masculinity, which was intrinsic to Japanese nation-building, aims and identities. / 博士(アメリカ研究) / Doctor of Philosophy in American Studies / 同志社大学 / Doshisha University

本研究從日本品牌與日本形象廣告手法在台灣氾濫的社會現實出發，透過對品牌來源國、日本文化認同程度與一致性三個變項的學術理論爬梳，以「表現形式」操弄廣告中呈現的國家印象，而變項間交互作用的分析結果如下： 一、產品的品牌來源國對品牌態度與購買意願有顯著影響；日本品牌較台灣品牌有更好的評價。 二、日本文化認同程度對品牌來源國具有調節作用；日本文化認同程度高的消費者傾向對日本品牌有更多的偏好，對台灣品牌有更負面的態度；而對日本文化認同程度低的消費者，日本品牌與台灣品牌之間的差異則不是那麼明顯。 三、一致性的廣告將導致較正面的品牌態度。 四、日本品牌採用日本形象廣告或台灣形象廣告，都不會對品牌本身有太大的影響；然而，台灣品牌採用一致的台灣形象廣告將使消費者有較正面的品牌態度，不一致的日本形象廣告不但沒有為台灣品牌加分，反而讓消費者產生反感。 本研究的實務意涵則有幾個重點，一是日本品牌不一定是台灣消費市場的萬靈丹，從個人特質來看，日本文化認同程度較低的消費者並不會因為日本品牌的來源國印象改變其產品評估，因此其他的產品或行銷因素可能才是決定消費者意向的關鍵。二是台灣品牌的消費者不一定對日本形象廣告的手法有所偏好，這可以視為對許多台灣品牌以及廣告行銷人員的警訊，因為一般台灣廠商似乎認為若能透過廣告把台灣品牌打造得很日本，就能將廣告中日本的正面形象轉移至消費者對台灣品牌的態度上，因此，近年來浮濫使用日本形象廣告手法的台灣品牌屢見不鮮。但本研究由基模不一致可能導致的負面態度效果切入，研究結果也證實了某些情況之下，台灣品牌若採用了日本形象廣告反而會引起消費者不良的情感評估反應。故實務應用上，日本品牌的定位策略有較多操作空間；台灣品牌則需加強形象管理，不適合採用太過跳躍或多變的形象路線。 / This study is inspired by the social fact that Japanese brands and Japanese image advertising are overflowing in Taiwan. After going through the literature on the three variables of brand country-of-origin, Japanese cultural identity and congruency, this study manipulates country image in advertising with “expression form”, and results of the interactions among variables are as follows: 1.Brand country-of-origin has a significant impact on brand attitude and purchase intention; the evaluation of Japanese brand is better than Taiwanese brand. 2.The degree of Japanese cultural identity has a moderating effect on brand country-of -origin; consumers of high Japanese cultural identity are tend to prefer Japanese brand; however, to consumers of low Japanese cultural identity, the difference between Japanese brand and Taiwanese brand is not obvious. 3.Congruent Advertising leads to a better brand attitude. 4.Whether Japanese brand adopts Japanese image advertising or Taiwanese image advertising, there is no special impact on the brand itself. However, if Taiwanese brand adopts congruent Taiwanese image advertising, it will make consumers have a better brand attitude; incongruent Japanese image advertising won’t bring good to Taiwanese brand but incur consumers’ disfavor of it. Executive implications are also suggested. First, Japanese brands are not always overwhelmingly favored in the market of Taiwan. From the point of personal characteristics, consumers of low Japanese cultural identity won’t change their product evaluations due to the brand country-of-origin image of Japan. Thus, other product or marketing factors might be the keys to consumers’ intentions. Second, consumers of Taiwanese brands do not necessarily prefer Japanese image advertising, and this could be regarded as a warning to Taiwanese brands and practitioners in advertising and marketing, because generally the manufacturers in Taiwan seem to consider that as long as they can build Taiwanese brands Japan-like, the positive image of Japan in advertising would be transferred to consumers’ attitudes on Taiwanese brands. Consequently, Taiwanese brands abusing Japanese image advertising have been prevalent in recent years. The study is based on the negative effects of schema-incongruency on attitude, and the results also prove that under certain circumstances, it would cause consumers’ unfavorable affective responses instead that Taiwanese brand adopts Japanese image advertising. Therefore, in application for practice, positioning strategies of Japanese brands are more flexible to manipulate. Taiwanese brands have to put emphasis on image management and prevent changeful or varied image tactics.

経営博士（DBA） / 156 p. / Hitotsubashi University

本博士論文では、戦間期から戦後にかけての宝塚歌劇団と、アメリカのトランスナショナルな関係性について焦点をあて、アメリカと継続的な接点があった宝塚女性演者に着目をする。宝塚演者のような特殊性を持つ女性たちに焦点を当てることは、当時の新たな日本人女性像を見出すことを可能にする。同時に、トランスナショナルな視点を用いた結果、彼女たちが日本人女性としてのアイデンティを国内だけではなく、国外とのやり取りを通じて構築していたという事実を明らかにする。 / This project is one of the first attempts to explore the transnational history of Takarazuka by following the complex processes by which Americans and Japanese used Takarazuka to explore the contours of Japanese identity and femininity in the period from the late 1930s to the 1950s. Especially, through this dissertation, I will focus on the voices of Takarazuke females whose historical voices have barely been featured in the previous research. By using transnationalism as a main analytical theme, I argue that these females used the given opportunities to recreate their own identities, especially through the difficulties of negotiating the boundaries during the time when the role of Japanese women was continuously transforming. / 博士(アメリカ研究) / Doctor of Philosophy in American Studies / 同志社大学 / Doshisha University