Broadcast advertising - housou koukoku

Japanese: 放送広告 - ほうそうこうこく

Broadcast advertising, along with print advertising, accounts for a very large portion of advertising (in Japan, it accounted for about 35% of total advertising expenditure in 1996), but can be broadly divided into television advertising and radio advertising. Generally, they are called CMs (commercial messages), but in Japan television commercials are also called CFs. Broadcast advertising has a stronger appeal than print advertising, and it deeply affects the consciousness and senses of viewers (listeners), greatly influencing people's desires and lifestyles. It is easy to appeal repeatedly, and the broadcasting network makes it an effective nationwide advertising medium.

Source: Heibonsha World Encyclopedia, 2nd Edition Information

Japanese:

放送広告は印刷広告と並んで広告のきわめて大きな部分を占める(日本では全広告費中約35％。1996年)が，テレビ広告とラジオ広告に大別できる。一般にはCM(commercial message)といわれているが，日本ではテレビCMはCFともいわれる。放送広告は印刷広告に比べて強い訴求力をもち，視聴者(聴取者)の意識，感覚に深く作用して，人々の欲求や生き方に大きな影響を与える。反復訴求が容易であり，放送のネットワーク網により全国的な広告媒体として有効である。

出典　株式会社平凡社世界大百科事典第２版について　情報

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