Table 1 Gender and Periods
|
Period 1
(1961-1971) |
Period 2
(1972-1982) |
Period 3
(1983-1993) |
All |
|
|
N |
% |
n |
% |
n |
% |
n |
% |
| Men |
241 |
(56) |
559 |
(54) |
662 |
(53) |
1462 |
(54) |
| Women |
0 |
- |
7 |
- |
4 |
- |
11 |
- |
| Uncertain |
190 |
(44) |
470 |
(46) |
594 |
(47) |
1254 |
(46) |
| All |
431 |
(100) |
1036 |
(100) |
1260 |
(100) |
2727 |
(100) |
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Table 2 Percentages of Each Occupation
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2a |
ƒÓ |
|
|
n |
% |
N |
% |
N |
% |
n |
% |
|
|
| Job Holder |
Men |
99 |
(79) |
229 |
(77) |
308 |
(74) |
636 |
(76) |
1.24 |
.04 |
|
Women |
27 |
(21) |
68 |
(23) |
106 |
(26) |
201 |
(24) |
|
|
| Dependent |
Men |
68 |
(35) |
128 |
(30) |
171 |
(34) |
367 |
(33) |
2.84 |
.05 |
|
Women |
128 |
(65) |
305 |
(70) |
328 |
(66) |
761 |
(67) |
|
|
| Other |
Men |
74 |
(68) |
202 |
(68) |
183 |
(53) |
459 |
(61) |
16.03**** |
.15 |
|
Women |
35 |
(32) |
97 |
(32) |
160 |
(47) |
292 |
(39) |
|
|
| ƒÔ2b |
68.39**** |
198.23**** |
146.25**** |
387.17**** |
|
|
| ƒÓ |
.40 |
.43 |
.34 |
.38 |
|
|
Notes. a:This column indicates the result of ƒÔ2
test for the association between gender and
periods for each category of central person.
b:This row indicates the result of ƒÔ2 test
for the association between categories and
gender for each period.
+p<.10, *p<.05, **p<.01, ***p<.001,
****p<.0001.
These notes can also be used for Tables 3-7.
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Table 3 Percentages of Each Location
|
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2 |
ƒÓ |
|
|
n |
% |
N |
% |
n |
% |
n |
% |
|
|
| In the Home |
Men |
51 |
(55) |
145 |
(53) |
144 |
(44) |
340 |
(49) |
9.51** |
.12 |
|
Women |
42 |
(45) |
129 |
(47) |
183 |
(56) |
354 |
(51) |
|
|
| Out of the Home |
Men |
164 |
(58) |
389 |
(56) |
471 |
(56) |
1024 |
(57) |
0.02 |
.00 |
|
Women |
121 |
(42) |
300 |
(44) |
366 |
(44) |
787 |
(43) |
|
|
| Other |
Men |
26 |
(49) |
25 |
(38) |
47 |
(51) |
98 |
(46) |
2.13 |
.10 |
|
Women |
27 |
(51) |
41 |
(62) |
45 |
(49) |
113 |
(54) |
|
|
| ƒÔ2 |
1.99 |
8.10* |
15.80**** |
15.69**** |
|
|
| ƒÓ |
.07 |
.09 |
.11 |
.08 |
|
|
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Table 4 Percentages of Each Credibility Basis
|
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2 |
ƒÓ |
|
|
n |
% |
n |
% |
n |
% |
N |
% |
|
|
| User |
Men |
175 |
(54) |
346 |
(50) |
354 |
(49) |
875 |
(54) |
1.94 |
.03 |
|
Women |
151 |
(46) |
340 |
(50) |
368 |
(51) |
859 |
(46) |
|
|
| Authority |
Men |
20 |
(63) |
34 |
(89) |
29 |
(62) |
83 |
(71) |
9.38** |
.28 |
|
Women |
12 |
(37) |
4 |
(11) |
18 |
(38) |
34 |
(29) |
|
|
| Other |
Men |
46 |
(63) |
179 |
(59) |
279 |
(57) |
504 |
(58) |
0.89 |
.03 |
|
Women |
27 |
(37) |
126 |
(41) |
208 |
(43) |
361 |
(42) |
|
|
| ƒÔ2 |
2.72 |
25.44**** |
9.54** |
28.55**** |
|
|
| ƒÓ |
.08 |
.16 |
.09 |
.10 |
|
|
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Table 5 Percentages of Each Argument
|
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2 |
ƒÓ |
|
|
n |
% |
n |
% |
n |
% |
N |
% |
|
|
| Factual |
Men |
34 |
(63) |
70 |
(76) |
50 |
(46) |
154 |
(60) |
19.23**** |
.28 |
|
Women |
20 |
(37) |
22 |
(24) |
59 |
(54) |
101 |
(40) |
|
|
| Opinion |
Men |
15 |
(75) |
72 |
(56) |
100 |
(61) |
187 |
(60) |
2.64 |
.09 |
|
Women |
5 |
(25) |
56 |
(44) |
65 |
(39) |
126 |
(40) |
|
|
| None |
Men |
192 |
(54) |
417 |
(52) |
512 |
(52) |
1121 |
(52) |
0.50 |
.02 |
|
Women |
165 |
(46) |
392 |
(48) |
470 |
(48) |
1027 |
(48) |
|
|
| ƒÔ2 |
4.70+ |
20.27**** |
6.30* |
11.15** |
|
|
| ƒÓ |
.10 |
.14 |
.07 |
.06 |
|
|
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Table 6 Percentages of Each Price Group
|
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2 |
ƒÓ |
|
|
n |
% |
n |
% |
n |
% |
n |
% |
|
|
| Over 5000 Yen |
Men |
92 |
(63) |
235 |
(65) |
179 |
(43) |
506 |
(59) |
13.63*** |
.13 |
|
Women |
53 |
(37) |
127 |
(35) |
166 |
(57) |
346 |
(41) |
|
|
| Up to 5000 Yen |
Men |
128 |
(52) |
269 |
(48) |
341 |
(53) |
738 |
(51) |
2.32 |
.04 |
|
Women |
116 |
(48) |
286 |
(52) |
307 |
(47) |
709 |
(49) |
|
|
| Other |
Men |
21 |
(50) |
55 |
(49) |
142 |
(54) |
218 |
(52) |
0.85 |
.05 |
|
Women |
21 |
(50) |
57 |
(51) |
121 |
(46) |
199 |
(48) |
|
|
| ƒÔ2 |
5.11+ |
25.27**** |
0.27 |
15.66**** |
|
|
| ƒÓ |
.11 |
.16 |
.02 |
.08 |
|
|
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Table 7 Percentages of Each Age Group
|
|
Period 1 |
Period 2 |
Period 3 |
All |
ƒÔ2 |
ƒÓ |
|
|
n |
% |
N |
% |
N |
% |
n |
% |
|
|
| Young |
Men |
23 |
(17) |
89 |
(23) |
110 |
(22) |
222 |
(21) |
2.13 |
.05 |
|
Women |
114 |
(83) |
304 |
(77) |
395 |
(78) |
813 |
(79) |
|
|
| Old |
Men |
181 |
(76) |
412 |
(75) |
478 |
(76) |
1071 |
(76) |
0.23 |
.01 |
|
Women |
57 |
(24) |
136 |
(25) |
148 |
(24) |
341 |
(24) |
|
|
| Other |
Men |
37 |
(66) |
58 |
(61) |
74 |
(57) |
169 |
(63) |
1.31 |
.07 |
|
Women |
19 |
(34) |
30 |
(39) |
51 |
(43) |
100 |
(37) |
|
|
| ƒÔ2 |
126.57**** |
259.78**** |
336.3**** |
720.86**** |
|
|
| ƒÓ |
.54 |
.50 |
.52 |
.52 |
|
|
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Appendix Judgment Criteria
| Commercials are reflections of Japanese culture.
They provide windows through which we can
look into our future. Committee members fairly
and impartially select commercials for awards
based on the following criteria: |
| 1. Effectiveness |
|
Does the commercial provide information useful
for people's daily lives?
Is the commercial easy to understand? Can
people sympathize with it?
Does the commercial make clear assertions? |
|
|
| 2. Originality |
|
Is the concept of the commercial novel?
Are the expressions in the commercial unique? |
|
|
| 3. Ethics |
|
Does the commercial express the truth?
Does the commercial reflect appropriate moral
standards? |
|
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