{"created":"2023-05-15T14:47:32.616021+00:00","id":2779,"links":{},"metadata":{"_buckets":{"deposit":"64eaec2e-e9af-4ec1-a004-09c33440b37e"},"_deposit":{"created_by":3,"id":"2779","owners":[3],"pid":{"revision_id":0,"type":"depid","value":"2779"},"status":"published"},"_oai":{"id":"oai:rekihaku.repo.nii.ac.jp:00002779","sets":["21:251"]},"author_link":["6956","6957"],"control_number":"2779","item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2020-11-30","bibliographicIssueDateType":"Issued"},"bibliographicPageEnd":"52","bibliographicPageStart":"15","bibliographicVolumeNumber":"222","bibliographic_titles":[{"bibliographic_title":"国立歴史民俗博物館研究報告","bibliographic_titleLang":"ja"},{"bibliographic_title":"Bulletin of the National Museum of Japanese History","bibliographic_titleLang":"en"}]}]},"item_10002_description_19":{"attribute_name":"フォーマット","attribute_value_mlt":[{"subitem_description":"application/pdf","subitem_description_type":"Other"}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"国立歴史民俗博物館蔵の『懐溜諸屑』には多数の一枚刷りの資料が貼りこまれ、近世後期の都市生活・庶民文化を知るための手がかりの宝庫である。中でも現代の「ちらし広告」に相当する「引札」の数量は全体の二割を占め、その重要性が伺える。そこで本稿では、①『懐溜諸屑』に収載された江戸の引札を類型化し、それぞれの様式論的特徴を明らかにすること、②大阪歴史博物館で収蔵する引札を主たる分析素材とし、大坂における引札の様式論的特徴を明らかにすること、③江戸と大坂の引札を比較分析し、そこで得られた知見を広告メディア史全体の文脈の中に位置づけること、以上の三点を研究目的として設定した。\n考察の結果、江戸と大坂は対照的な広告文化が育まれていたことが判明した。江戸の引札は現代のちらしと異なり、手紙の延長としての性格を有していた。商店・商品情報を直截的に伝えることよりも、文章上の巧緻を楽しませる、いわば「読ませる」ことに主眼を置いたものであった。\n一方、大坂の引札は商店・商品の情報を直截的に伝えることを重視した、いわば実利的性格が強い傾向にあった。例えば、その本文は江戸のような手紙文の形式ではなく、あくまで商品情報の伝達に徹した実用文を主体としていた。一方で、画面構成や図像の工夫という点では江戸よりも発達しており、視覚的効果を重視していた。いわば「見せる」ことに主眼を置くという特徴を有していた。\n従来の広告史研究では、引札の文章上の工夫という基準から江戸と大坂を比較し、相対的に大坂の地位は低く評価されてきた。だが、本稿の分析結果はそれと異なる視角を提示し得る。広告史を長期的に捉えれば、特に近代以降の広告文化は文章表現よりも視覚的効果を重視する流れにある。その意味からすれば、大坂の引札文化こそ視覚的効果重視という現代の広告メディアの特質を歴史的に先取りして準備したものと位置づけられよう。","subitem_description_type":"Abstract"},{"subitem_description":"“Futokoroni-Tamaru-Morokuzu (懐溜諸屑)” is the scrapbooks which were made in the 19th century, which they store in the National Museum of History and Folklore. Many handbills are put on the scrapbooks, and the amount accounts for 20% of the whole. The handbills which was called hikihuda ( 引札) in the Edo era. The study of the hikihuda is important in clarifying urbiculture.\n Then this paper aims to study the following three points : first of all, I will consider about the characteristic of the hikifuda which put on“Futokoroni-Tamaru-Morokuzu ”by the paleographical study, secondly, I will consider about the characteristic of the hikifuda which they store in the Osaka Museum of History by using similar analysis technique, thirdly, I try a culture comparison of Osaka with Edo.\n As a result of study, the next point became clear. Edo and Osaka were contrastive. The hikifuda of Edo had character such as letters, and as for them, invention was done in a sentence. On the other hand the hikihuda of Osaka established weight in conveying product information. And invention was taken in a layout and a design. They were practical.\n In the history of advertisement study, Osaka has been evaluated low. However, this study is different from it. Osaka was ahead of a characteristic of the modern advertising media called the visual effect serious consideration historically and prepared.","subitem_description_type":"Abstract"}]},"item_10002_heading_23":{"attribute_name":"見出し","attribute_value_mlt":[{"subitem_heading_banner_headline":"[共同研究] 近世の一枚摺文化の受容と都市社会の研究","subitem_heading_language":"ja"},{"subitem_heading_banner_headline":"[Collaborative Research] Urban Society and the Reception of Early Modern Ichimaizuri Culture","subitem_heading_language":"en"}]},"item_10002_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"国立歴史民俗博物館","subitem_publisher_language":"ja"}]},"item_10002_relation_17":{"attribute_name":"関連サイト","attribute_value_mlt":[{"subitem_relation_name":[{"subitem_relation_name_text":"第222集 収録論文 タイトルリスト"}],"subitem_relation_type_id":{"subitem_relation_type_id_text":"https://www.rekihaku.ac.jp/outline/publication/ronbun/ronbun9/index.html#no222","subitem_relation_type_select":"URI"}}]},"item_10002_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AN00377607","subitem_source_identifier_type":"NCID"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"0286-7400","subitem_source_identifier_type":"PISSN"}]},"item_10002_version_type_20":{"attribute_name":"著者版フラグ","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"髙橋, 修","creatorNameLang":"ja"},{"creatorName":"タカハシ, オサム","creatorNameLang":"ja-Kana"}],"nameIdentifiers":[{}]},{"creatorNames":[{"creatorName":"Takahashi, Osamu","creatorNameLang":"en"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2022-04-01"}],"displaytype":"detail","filename":"kenkyuhokoku_222_03.pdf","filesize":[{"value":"4.7 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"kenkyuhokoku_222_03.pdf","url":"https://rekihaku.repo.nii.ac.jp/record/2779/files/kenkyuhokoku_222_03.pdf"},"version_id":"c8cbfcb3-bd1d-4463-abb4-d16466d65299"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"引札","subitem_subject_scheme":"Other"},{"subitem_subject":"江戸と大坂の比較","subitem_subject_scheme":"Other"},{"subitem_subject":"広告文化","subitem_subject_scheme":"Other"},{"subitem_subject":"様式論的特徴","subitem_subject_scheme":"Other"},{"subitem_subject":"懐溜諸屑","subitem_subject_scheme":"Other"},{"subitem_subject":"Hikihuda","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Comparison between Edo and Osaka","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Advertising Culture","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Stylistic Features","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Futokoroni-Tamaru-Morokuzu","subitem_subject_language":"en","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"[論文] 引札の様式論的考察 : 国立歴史民俗博物館蔵『懐溜諸屑』と大阪歴史博物館蔵コレクションの比較検討を中心に","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"[論文] 引札の様式論的考察 : 国立歴史民俗博物館蔵『懐溜諸屑』と大阪歴史博物館蔵コレクションの比較検討を中心に","subitem_title_language":"ja"},{"subitem_title":"[Article] Paleographical Study on Hikihuda (引札) which was Distributed Handbills in the Edo Period : Comparative Study of the Collection of the National Museum of Japanese History and Folklore and the Osaka Museum of History","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"3","path":["251"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2022-04-01"},"publish_date":"2022-04-01","publish_status":"0","recid":"2779","relation_version_is_last":true,"title":["[論文] 引札の様式論的考察 : 国立歴史民俗博物館蔵『懐溜諸屑』と大阪歴史博物館蔵コレクションの比較検討を中心に"],"weko_creator_id":"3","weko_shared_id":-1},"updated":"2023-08-15T07:17:00.715644+00:00"}