"I'm home in Tokyo" campaign with 5 airlines and railroad companies Supporting Tokyo travel
If you write the contents roughly
The catch phrase "I'm home in Tokyo" contains the idea that "I want you to come to Tokyo, which you've always wanted to visit, with the feeling that you're back home."
Five passenger transportation companies (ANA, JR Tokai, Tokyo Metro, JAL, JR East) related to Tokyo jointly announced "... → Continue reading
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Wikipedia related words
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catch copy or 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).
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.
The lead copy is an introduction part from the catch phrase and is a part for making the body text (body copy) read..
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..
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 promotional phrases will be used.In that case, if the catch phrase is short enough and it is recognized that the words used in daily life are accidentally used, it is considered that the slogan lacks creativity.Copyrighted materialIs not applicable to[Note 2].
However, even those included in the category of short sentences may be judged to have copyright characteristics if they have a certain length.Alternatively, although the copyright is recognized at the shortest,CopyrightThere is also a view that the range of claims can be narrowed.
In the actual case, it is called "a child seat from my mom's lap."Five, seven, five-tone traffic safety slogansIs also a copyrighted workIt 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..
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..
For example, a cram school applied for trademark registration with the words "the joy of learning and the joy of teaching" as a trademark, but the JPO ruled to refuse the registration (Dissatisfaction 2000-291).In the subsequent trial decision revocation suit, the Tokyo High Court only recognized and understood that "traders / consumers recognize this as an advertising phrase or catch phrase that indicates the ideals, policies, etc. of services related to education at various schools, etc." , I do not recognize it as an identification sign for self-other services, "and affirms the JPO's decision (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. 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..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.
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
- ^ 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.
- ^ 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.
- ^ a b Nikkei Advertising Research Institute “Advertising Dictionary”, 1992, 162 pages.
- ^ For example, Masao Handa"Overview of Copyright Law (12th Edition)" Hogaku Shoin 2005, p. 83
- ^ Tokyo District Court Judgment May 13, 5 (Traffic slogan case)
- ^ Q22 (PDF) of "Frequently Asked Questions about the Retail Service Mark System" -Created by the Patent Office
- ^ JPO's "Trademark Examination Standard Revised 8th Edition", commentary section of Trademark Law Article 3(1)(6)
- ^ a b c Kondo, Kanako (May 2018, 5). “What is the background behind the revival of "catch copy-first" talent?". ORICON NEWS. 2021/1/15Browse.