@article{oai:doshisha.repo.nii.ac.jp:00019816,
 author = {池永, 一廣 and Ikenaga, Kazuhiro},
 issue = {2},
 journal = {同志社政策科学研究, Doshisha University policy & management review},
 month = {Dec},
 note = {わが国の広告媒体のルーツとして、屋外広告の歴史は古い。701年の『大宝律令』の改訂版である『養老律令』(718年)の解説書である「令義解(りょうのぎげ)」(833年)の「関市令(かんしりょう)」にまでその記述を遡ることができる。江戸時代には屋外広告が街の豊かな表情をつくる要素として貢献していた。そして、今日に至るまで、広告板やネオンサインなどの屋外広告は、広報・宣伝活動の1つとして社会的に重要な役割を果たしてきた。しかし今日、産業や企業を取り巻く環境変化が複雑化する中、屋外広告も、それらを担う業界も大きな転換期を迎えている。屋外広告に携わる業者の経営規模は中小が圧倒的に多く、経営基盤も脆弱であることから、景気の影響を直接受けやすい。さらに、近年ではインターネット広告などに押され、屋外広告費は微減傾向にある。また、屋外広告物は社会経済活動における情報伝達の媒体として重要なものであるが、これを放置しておくと、都市の美観や自然の風致を損なうばかりでなく、ネオンサインに見られるように膨大な電力エネルギー消費により、地球温暖化を招来する1要因となることから、過剰な露出を控える動きがある。本稿では今日まで屋外広告が培ってきた媒体価値の重要性を再認識する。さらに、現代社会における屋外広告の役割、需要動向、問題点などを探るとともに、これからの屋外広告業の企業政策の在り方について、その展望と提言を試みるものである。, As a root of advertising media of Japan, the history of an outdoor advertising is old. The description can be gone back to "Kanshiryo" of "Ryounogige" (in the 833 year) as an explanatory of the "Yoro Codes" (in the 718 year) which are the revised editions of the "Taiho Codes" in the 701 year. The outdoor advertising was contributing to the Edo period as an element which builds a rich expression of a town. And outdoor advertisings, such as a billboard and a neon sign, came the important role sure enough socially as one of public relations or the advertisement activities until it resulted by the end of today. However, while environmental change which surrounds industry and a company is complicated today, an outdoor advertising and the industry which bears them have seen the turning point. Since outdoor advertising business has many small and medium-sized enterprises overwhelmingly and a management base is also brittle, the industry tends to be directly influenced of business. Furthermore, in late years there are outdoor advertising costs in a tendency to slight decrease by extension such as internet advertising. Moreover, although an outdoor advertising thing is important as a medium of the communication of information in social economy activity, when this is left, there is a motion which it not only spoils a city fine sight and natural city taste, but refrains from superfluous exposure by a huge amount of electric power energy consumption from becoming one factor which invites global warming so that a neon sign may see. In this paper, it has a new appreciation of the importance of the medium value which the outdoor advertising has cultivated till today. Furthermore, it searches for the role of the outdoor advertising in modern society, a demand trend, a problem, etc., and the view and proposal are tried about the directivity of the company policy of future outdoor advertising business., 論説(Article), application/pdf},
 pages = {75--92},
 title = {屋外広告業の企業政策に関する研究},
 volume = {8},
 year = {2006},
 yomi = {イケナガ, カズヒロ}
}