Corporate advertising - kigyokoukoku

Advertising that appeals to a company's image and sociality, such as its management policy, history and tradition, production, technology and research, product diversity, and contribution to society. It is contrasted with product advertising, which directly appeals to products and services, but there is no clear line between the two. In Japan, this type of advertising has been seen since the Meiji period, but the term "corporate advertising" was created as a translation of institutional advertising, which was introduced from the United States after World War II. It was originally called "institutional advertising," but since advertising activities in the 1950s were almost entirely in the industrial sector, it became known as corporate advertising and was positioned as part of PR and marketing strategies. It is also called corporate advertising or public relations advertising. Although it is a similar concept, in today's world, where advertising activities are carried out by everyone from the government to non-economic organizations, PR advertising is more comprehensive. In relation to its appeal purpose, it is also called public service advertising or opinion advertising.

In America, corporate advertising already appeared in the early 20th century, but after the war, with the development of an advanced industrial society, the need to unify corporate images and respond to social criticism of the increasingly powerful big business led to new developments in this type of advertising activity.

Corporate advertising in Japan boomed in the 1960s, after the start of Japan's rapid economic growth. In the 1970s, companies were forced to deal with a mountain of issues related to consumers, the environment, resources, and energy, and these began to take on the appearance of opinion advertising. Since the 1970s, advertising activities that present issues on a global scale have become more prominent in response to the spread of environmental issues such as global warming and the globalization of the economy.

[Shigeo Ogura]

Recently, there have been some reports that specifically introduce corporate compliance (compliance with laws and regulations) and CSR (Corporate Social Responsibility) efforts.

[Editorial Department]

Source: Shogakukan Encyclopedia Nipponica About Encyclopedia Nipponica Information | Legend

企業の経営方針、歴史・伝統、生産・技術・研究、製品の多様性、社会への貢献など、企業のイメージ、社会性などを訴求する広告。直接製品やサービスを訴求する商品広告product advertisingと対比されるが、その間に一線は引きえない。日本でも、すでに明治時代からこの種の広告はみられるが、「企業広告」ということばは、第二次世界大戦後アメリカから導入されたインスティテューショナル広告institutional advertisingの訳語として生まれた。初め「制度的広告」ともよばれたが、1950年代の広告活動は産業界がほとんどすべてであったことから、企業広告という呼び名で定着し、PRやマーケティング戦略の一環として位置づけられた。コーポレート広告corporate advertisingあるいはPR広告public relations advertisingともいう。ほぼ類似の概念であるが、政府から非経済団体まで広告活動を行う現代では、PR広告というほうが包括的である。その訴求目的との関連で公共（奉仕）広告、意見広告などとも名づけられる。

　アメリカでは、企業広告は20世紀初頭にすでに出現しているが、戦後、高度産業社会の進展のなかで、企業イメージの統合や強大になってきたビッグ・ビジネスへの社会的批判への対応が、この種の広告活動を新展開させた。

　日本で企業広告がブームとなったのは、1960年代、高度経済成長のスタート以降である。1970年代には、消費者、環境、資源・エネルギーなどで企業が対応を迫られる課題が山積し、意見広告的な様相も示している。また、1970年代以降、地球温暖化など環境問題の広がり、経済のグローバル化などを受けて地球規模で問題を提示する広告活動が目だってきている。

［小倉重男］

　最近では、企業のコンプライアンス（法令遵守）やCSR（Corporate Social Responsibility＝企業の社会的責任）への取組を具体的に紹介するものもみられるようになった。

［編集部］

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