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🙋 | Urawa's long-established public bath "Kashimayu" has started crowdfunding!


Urawa's long-established public bath "Kashimayu" has started crowdfunding!

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Many of you may know this because various catchphrases of self-deprecation such as "Kashimayu in Urawa" and "Away at home" have become a hot topic and are often featured in the media. ..

A long-established public bath founded in 31, such as "Kashima-yu in Urawa" and "Away in home" ... → Continue reading


Urawa's local information media "Urawacity.net" operated by an individual.Nickname is "Urawa City Net".

Information that the manager living in Urawa got by actually seeing, eating, and experiencing, information on closing new stores in Urawa, and seasonal topics are mainly posted.

Wikipedia related words

If there is no explanation, there is no corresponding item on Wikipedia.

catch copy

catch copy,TaglineIs mainly about products and worksAdsIt is a sentence that is used for some kind of announcement or promotion, and is a singing phrase or a fanning phrase, and is a part of an advertising copy (advertising text).PhraseAlso called (Jack).

Formats vary from one sentence, one line to several lines. In advertisements and publicity, it can be said that the impression of a product is determined by the catch phrase, and the sales of the product itself is greatly influenced by the performance of the product. Who creates an advertisement copy including a catch phrase as a professionCopywriterThat.

The catch phrase isJapanglishAndEnglish-speaking countriesThen.Advertising slogan (British: Advertising slogan)[Note 1]It mainly refers to product advertising for consumers.Tagline(British: Catchphrase)fictionOften refers to the famous lines in. Also, when the latter refers to a phrase that symbolizes the entire story rather than a quote from a specific person's dialogue,Tag line(British: Tagline).

Copy configuration

catch copy

A copy of an advertisement that has an impact so that it can be attracted to a product or work (or the text of the advertisement).

For example, in Japan during the Edo periodHikifudaThere was a leaflet called "," but I started the method of gathering eyes by writing original drama on it.Hiraga GennaiIs said to be. Many laterPlaywright,FanaticAs a result, these advertising phrases have come to be used.

Lead copy

The lead copy is an introduction part from the catch phrase and is a part for making the body text (body copy) read.[1].

Body copy

The body copy is the part that corresponds to the body of the advertisement, and is composed in order of the catch copy, the lead copy of the introduction to the body, and the body copy that corresponds to the body of the advertisement.[1].

Corporate slogan

Not individual productsCompany“CorporatesloganIs called.Depending on the company, it may be expressed as "tagline," "corporate statement," or "brand promise."


In modern society,High economic growthAs the consumption society matures and the consumer society matures, advertisements not only talk about specific features of products such as price and performance, but also by expressing a more vague image and the atmosphere of the times.consumerI came to aim at getting the sympathy of.Ken KaikoIncludingItoi Shigesato,Kawasaki Tohru,Takashi NakahataWith a new generation such as active, copywriter has become a popular profession.

In addition, since the process of creating a catch phrase and the technology of planning and concept making are the same, in recent years many copy writers and creative directors who do not just write a catch phrase have been born, and their work fields are diverse. Has produced many OBs, including Shigesato Itoi and Takashi Nakahata.Propaganda conference OfCopywriter training courseThere are also specialized educational institutions that train the power of catch phrase.

Catch copy as intellectual property

Catch copy as a copyrighted work

In general, catchphrases are short sentences, so it is not unlikely that expressions that are the same as or very similar to other advertising phrases will be used. In that case, if the catch phrase is sufficiently short and it is recognized that the words used in everyday life were accidentally used, it is considered that the creativity is lacking.Copyrighted materialIs not applicable to[Note 2].. However, even if it is included in the category of short sentences, if it has a certain length, it may be judged to have copyright property. Or, even if it is short, it is recognized as copyrighted property,CopyrightThere is also a view that the range of claims can be narrowed[2]..実際の判例では、「ボク安心 ママの膝より チャイルドシート」という五・七・五調の交通安全標語が著作物であるとされた例もありIn actual judicial precedents, there is also an example in which the traffic safety slogan "Child seat from my peace of mind mom's knee" is a copyrighted work.[3]It should be noted that the catchphrases, catchphrases, and slogans are not all copyrighted works, but are questioned on a case-by-case basis.

Catch copy as a trademark

The catch phrase isTrademark law,Unfair Competition Prevention LawBy商標May also be protected. However, in order for the catch phrase to be protected as a trademark, it is necessary to meet the registration requirements under trademark law. In other words, a trademark cannot be registered unless it is a catch phrase that has the ability to identify itself and other products.[4].

In this respect,Company nameMany catchphrases function as trademarks, except that the catchphrase itself has made it possible for consumers to recognize the source of the product or service as a result of including a trademark or a trademark or being used for advertising for many years. It can be said that it does not exert. Even in practice of trademark examination at the Japanese Patent Office, trademark registration of catch phrase is not permitted in principle.[5].. For example, a private supplementary school filed an application for trademark registration using the characters "fun to learn and pleasure to teach" as a trademark, but the JPO issued a trial decision refusing registration (Dissatisfaction No. 2000-291). In a subsequent lawsuit for cancellation of the trial decision, the Tokyo High Court said, ``Traders and consumers only recognize and understand that this is a publicity phrase or catchphrase that displays the ideal and policy of services related to education at various schools. , I do not recognize it as an identification mark for self-other services, "and affirmed the trial decision of the Japan Patent Office (Tokyo High Court decision June 13, 6).

Catch copy as a culture

Catch copy of idol talent

1970-80sIdol-talentIt was common to have a catch phrase[6]. at that timeビ ク タ ーAccording to Masayuki Iida, who was involved in the promotion at, from spring to the end of the yearrecordIn the royal road selling method of aiming for the newcomer award at the end of the year, the catch phrase that conveys the "selling" of the newcomer is decided with the consent of the production company, with multiple departments of the record company involved. It was so important[6]..But since the 1990sCDAs the sales of idols decreased, the number of cases where idol talents were given catchphrases was also temporarily decreasing.After that, in 2013, "one beautiful girl in 1000 (once)"Kanna HashimotoWith the advent of[6].

Prominent example

Catchphrase for athletes

The media sometimes put a catchphrase on athletes (Lightning boltSuch).

Fiction tag line

  • "A long time ago, in a galaxy far away ..." (English: A long time ago, in a galaxy far, far away ...)- Star wars seriesSynopsis preface

Fiction catchphrase


[How to use footnotes]
  1. ^ For example, in English Wikipediaw: Advertising sloganIn the article, the vocabulary with copy is treated as Japanese English, and it is printed.w: CopyIt is out of scope on the ambiguity avoidance page whose subject is "Catch Copy", so it is a grasp/copy and it does not make sense.
  2. ^ No matter how original it is to combine a product with a catch phrase, the combination itself is an idea and is not subject to copyright law protection.


  1. ^ a b Nikkei Advertising Research Institute “Advertising Dictionary”, 1992, 162 pages.
  2. ^ For example,Masao Handa"Overview of Copyright Law (12th Edition)" Hogaku Shoin 2005, p. 83
  3. ^ Tokyo District Court Judgment May 13, 5 (Traffic slogan case)
  4. ^ Q22 (PDF) of "Frequently Asked Questions about the Retail Service Mark System" -Created by the Patent Office
  5. ^ JPO's "Trademark Examination Standard Revised 8th Edition", commentary section of Trademark Law Article 3(1)(6)
  6. ^ a b c Kondo, Kanako (May 2018, 5). “What is the background behind the revival of "catch copy-first" talent?". ORICON NEWS. NovemberBrowse.

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