@article{oai:kansaigaidai.repo.nii.ac.jp:00006124,
 author = {田村, 直樹 and Tamura, Naoki},
 journal = {研究論集, Journal of Inquiry and Research},
 month = {Mar},
 note = {論文, ARTICLE, The purpose of this paper is to discuss the revisit of story concept in the Marketing studies. First, we point out the question of the story function in marketing activities such as advertising to emerge a specific consumer desire. Second, we reconfirm some points that our previous studies discussed in the advertising study. Third, as our perspective, we introduce the concept of "text" to understand the story function. Fourth, we describe that Softbank TV CM creates a specific consumer desire by using story functions. Fifth, we will discuss about the concept of Textualized Me and Desire Shape those are key concepts to describe the mechanism of consumer desire emerging.As a conclusion, we emphasize that the dichotomy of Following Model and Differentiation is overridden. It means we revisit the traditional perspective of the Marketing studies in this paper.},
 pages = {119--134},
 title = {Repositioning the Story Concept in Marketing Studies : A New Perspective of Consumption Desire Analysis},
 volume = {95},
 year = {2012},
 yomi = {タムラ, ナオキ}
}