the Summary of Paper, "Automobile Marketing Strategy as Seen in Advertisement Keywords"

Summary
Automobile Marketing Strategy as Seen in Advertisement Keywords
Author: Ayako TANIGUCHI
http://iatss.or.jp/review/33-3/pdf/33-3-06.pdf

       Now, all over the world, motorization has been progressed. Automobiles are very convenient. It would be one of a reason. But it is thought that there are other reasons. These are symbolic or emotional reasons. Symbolic means that some kinds of cars may represent owner’s power, or wealth. Emotional reason, some people feel it attractive or comfortable driving a car. People decide a way of move taking account of not only convenience but also these reasons. So car companies have been advertised emotional and symbolic. To the contrary, it was appeared that people choose a way of move taking account of only convenience when they choose public transportation. 

       It can be seen in sales copies that how the advertisement have been changed and different between car and public transportation advertisement.
       About car advertisement, in 1960s main key words are mainly functionality. People may think of cars as just a way of move. But in 1970s the words that emphasized add value, for example beautiful, sharp and envy, appeared. We can see that cars that were getting more symbolic and emotional vehicle. In 1990s the words that means car’s functionality have descended. More casual and emotional words was increasing. And in 2000s a new kind of words appeared, environmental words. And cars have been vehicle that shows owners personality.
       About different between cars and public transportation, advertisement of public transportation has a peculiarity. It does not appeal the attraction of move. It appeals the extraordinary event. For example the words, season, traveling, sea, chilly blossoms, memories　and dream, are used frequently. It seems that railroad corporations are targeting the unusual plan. It does not promote using public transportation. It propose the purpose of use. This indirect way of advertising is seems very characteristic and interesting. I can say this is special point of public transportation.

Mutabal, Syrian Cuisin

ingredients

• 2 to 3 medium eggplants (about 3 pounds total)
• 2 to 3 tablespoons olive oil
• 1/3 cup tahini
• 2 cloves garlic, peeled and crushed
• Juice of 2 lemons (about 1/2 cup)
• Kosher salt and freshly ground black pepper

preparation

1. Preheat the oven to 450°F. Rub the outside of the eggplants with olive oil and place them in a roasting plan. Roast the eggplant until the skin has charred and the interior is tender, 15 to 20 minutes. Let cool.

2. Peel and seed the cooled eggplant, roughly chop the flesh, and then transfer it to the bowl of a food processor.

3. Into the processor bowl add the tahini, garlic, lemon juice, some salt and pepper to taste, and a few teaspoons of cold water. Process the mixture to a coarse paste, adding a bit more water as needed to allow the mixture to blend.

4. Adjust the seasoning with salt and pepper to taste and serve.

from: http://www.epicurious.com/recipes/food/views/Eggplant-Dip-Baba-Ghanoush-51121500

from : http://blog.livedoor.jp/syria_travel/archives/422953.htm                      http://www.phoenixtour.jp/osaka/syria-dish.htm

       Syrian food is very similar to Lebanese. Syria is in the Middle East. Lebanon is a country, which is next to Syria. Syria and Lebanon was a same country. The Syrian food, Mutabal is called Babagaghanouj in Lebanon.
       In Syria there is many foods, which use sesame, lemon, olive oil, yogurt and herbs.
       Syrian meal has to have meze. Meze is kind of appetizer. It is consisted of vegetables and pees. Mutabal is one of the foods in meze. People usually eat it with breads. It is so delicious that you can’t stop eating in this way. Mutabal is mainly made from eggplants. Eggplant help eater to avoid cancer and improve health for example it is effective for healing mouth ulcer, gastritis, pneumonia and arthritis. Eggplant may help Syrian health.
       At first, I was interested in Mutabal because of the picture of this. It looks so beautiful and delicious. I think seeming of foods is very important as taste. I think good appearance makes meal delicious. Mutabal is good from such a viewpoint.
       As I look up Mutabal online I know it is very healthy. And what interest me the most is that It is basically containing no salt. I think it is have something to do with Syrian climate. Syria is an arid region. To take salt makes a man want water to make salt in body thin. But once maybe it is not easy to get enough water. So Mutabal can have been a popular cuisine. That stimulated my imagination.

Trip to Bahrain

    We are going to Bahrain, a small island country. It is famous for its sandy climate peculiar to Arabian countries. We need to get on a plane to go to the country and it takes about thirty two hours. Before getting on a plane, of course we need to reserve a boarding ticket. So we fly to the country by the plane from Srilankin aviation. It costs 110,880 yen. We reserve it at DeNA TRAVEL. We need also a VISA. We buy it on the internet, which costs 7 BHD = 2,020 yen with a credit card.
    We need to prepare for our luggage suits for its Arabian culture. We need to cover our skin when entering to a Mosque. So though it is hot country, we bring some long T-shirts and pants. And it is important to make a reservation of hotel. We should stay at some hotel at Manama.
    On arriving at Bahrain, we are to catch a taxi and go to Bahrain Fort. It is revealed that this is erected in 1522 by Portguise. It is selected as UNESCO world heritage in 2005 . We can see the legacy in the wall.
    The next day, we will visit Tree of Life, which stands alone in the middle of desert. It has not been known that where the tree get water from.
    Oil Museum and No.1 Oil are said to be the first place at which people found some oil well. This is the starter of oil era of Arabia peninsula. In the museum, many pictures and tools to dig the well are displayed.
    Next day, we will go to Manama Souq. Souq means bazaar in Arabian. Many old shops in this street. Manama Souq has the area where noble metals shops, clothes shops, and spice shops are gathered. So we should buy some souvenir here.
    Next day, going to Rashid Equestrian and Horseracing Club. It is big enough for this horseracing club to accommodate 3,000 people. However, because Bahrain is Muslim country. To bet is banned. So we only see the race but the its king himself is keen to raise the thoroughbreds.
    Next day, we are going to Bahrain National Museum, which. h is the one of the largest in the Middle-East Asia. There are a lot of artifacts, which show that Bahrain has a very long history dates back to the Paleolithic era. They display many kinds of archives about the Bahrain’s culture, the lifestyle before industrial development and fauna and flora in the island.


Day 8

    We will go Grand Mosque (Ahmed Al Fateh Mosque. It is the largest mosque in Bahrain. It is so large that 7000 people can play at once in the mosuque. And we, sightseer can enter and see the mosque almost freely. We can even take a picture in it. A guide will tell us about Islam sometimes in Japanese. This will be a great chance for us to experience Islamic culture.

from://www.beautifulmosque.com/al-fateh-mosque-manama-bahrain/


Day 9 and Day10

    We want to stay Novotel Al Dana Resort Bahrain on the days. It is not a very big resort hotel but have a private beach and pretty good for us to relax. Maybe a long, two weeks, trip makes us very tired. We will need a rest. I want a break. So we will make us ourselves at home in the hotel. Near the hotel, there are some good restaurants. We will be not inconvenienced taking a meal. It will be a great fun to look for a favorite restaurant exploring the street around the hotel.

From: http://www.agoda.com/novotel-al-dana-resort-bahrain/hotel/manama-bh.html


Day 11

    We will go King Fahad Causeway. It is a toll road between Bahrain and Saudi Arabia. A very long bridge among the sea. Near the halfway point of the bridge, there is a tower with observation deck. I think the view from the tower is so beautiful. And we can have a meal at the restaurant in the tower. It will be elegant time.

From: http://www.habibtoumi.com/2011/01/04/190000-people-drive-into-bahrain-over-new-year-weekend/


Day 12

    We will go to Bahrain pearling trail. Once, pearl fishing was a Bahrain’s large industry. Now it is a run-down industry but Bahrain pearling trail is became a UNESCO World Heritage. It is a road where there are building cluster which pearl fishermen used for harvesting or transaction. We can see former prosperity of pearling.

From: http://heritage.brookes.ac.uk/projects/current/bahrain-bu-maher-fort/


Day13 and 14

    We will buy souvenirs. We will go to Al A’Ali Shopping Complex. In this shopping mall, we can buy brand items free on tax. In Japan, consumption tax was raised. So it is a good chance for us to buy expensive goods. And we will buy souvenirs for family and friends in japan.

From: http://www.hajihassan.com/view.php?page=Al-A%27ali_Shopping_Complex