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ID 41635
file
title alternative
What Kind of Restaurant Does the Characters on the Signboards Conjure Up?
creator
Kodoi, Takako
subject
signboards
characters
restaurants
measuring impressions
food image
広告看板
文字
飲食店
印象評価
料理のイメージ
NDC
Psychology
abstract
Advertising sign of the restaurants contains many information on it, for example, daily bargain products or recommendation of the house etc. The characters (fonts) used in the signboards may also transfer some information to the consumer. The aim of this study was to investigate a question that "what kind of restaurants image does the characters on the signboards conjure up?" Field survey showed that the fonts on the signboards can be divided into seven types as Mincho, Kaku-Gothic (block), Maru-Gothic (round-edge block), Kaisho, Gyosho, Kantei-ryu, and Reisho. All types of restaurants use Mincho and Kaku-Gothic fonts on the signboards. Mincho has common and uncute image, and Kaku-Gothic contains festive and accessible image. These two fonts may be used because they have the common touch for ordinary people. In fact, Mincho font conjures up the image of all seven types of restaurants (okonomiyaki shop, curry shop, ordinary, cafe, Italian restaurant, Chinese restaurant and ramen shop). On the other hand, Kaku-Gothic conjures up the images of shops other than cafe and Italian restaurants, but the percentage of questionee those who imagined other five types of restaurants was high. Each font may have unique latent potential to conjure up some kind of restaurant or food.
journal title
Bulletin of the Graduate School of Education, Hiroshima University. Part. II, Arts and science education
issue
Issue 65
start page
249
end page
256
date of issued
2016-12-22
publisher
広島大学大学院教育学研究科
issn
1346-5554
ncid
language
jpn
nii type
Departmental Bulletin Paper
HU type
Departmental Bulletin Papers
DCMI type
text
format
application/pdf
text version
publisher
department
Graduate School of Education
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