投稿日: 投稿者: jiyuuku2005

【広告】と【幸告】個人的見解

ここ数年、【広告】と【幸告】の違いは何だろうか？と考えている。未だによくわからない、というのが本当のところだ。そもそも【幸告】という言葉は私の造語で、一般的に使われていない。

なぜ、そんなことを考えるようになったのかというと、起業して数年した頃、ふと【幸告】という言葉が浮かんだことがキッカケだ。以来自分にとっての【幸告】とは何だろうと思い巡らせた時、心地いい気分になり、もっと見ていたいTV-CMがあった。今でもそれは変わらない。

そうだ　京都、行こう。

もうお分かりだろうと思う。四半世紀続いているＪＲ東海の広告だ。東海道新幹線を宣伝しているのに、東海道新幹線は一切出てこない（初期の頃こそ最後にチラッと出ていた）。暗に東海道新幹線の利用をアピールしている。コピーも秀逸だと思った。

京都と言えば、首都圏で中高生時代を過ごした多くの者にとって『修学旅行で行ったところ』と言っていいだろう。それを映像美と共にあえて思い出させるコピーだと思った。（そういえば大人になってから行ってないな）『そうだ　京都、行こう。』という具合だ。

首都圏に住んでいれば、夜行バスはあり得ても多くの人は東海道新幹線に乗って行こうとするのが自然だろう。まず飛行機は考えない。この広告で東海道新幹線に乗ろうと思ったわけではないにもかかわらず、東海道新幹線を利用することになるということは、即ち“ＪＲ東海を利用すること”なのだ。

それから全日空の『夢見るヒコーキ。ANA』もＢＧＭと併せて【幸告】として大好きだった。あえて飛行機を『ヒコーキ』と【ひらいている】ところも奥行き感があっていい。故郷編では少し目が潤んでしまったほどだ。子供の頃は明治製菓（当時）の『カール』。カールおじさんのアニメーション広告は子供ながらにワクワクした。

◇

このようにサービスや商品の直接的ではない広告により、買う、利用することに繋がる広告は、私の中で広告を超えた【幸告】だと感じる。そういう意味での【幸告】は読者の中にあるだろうか？私のように思わずともよく、もっと直球的なあの広告がいいという人もいるだろう。それはそれでいいと思う。

つまり、【広告】と【幸告】の違いは各々の人の心に何らかの

“ ト キ メ キ ”

を与えたかどうか。この“トキメキ”は『心地よさ』や『面白さ（ストーリー性など）』『ワクワク感』でもいいし、あるいは『憧れ』でもいい。ただ私にとって『便利そう』とか『お得だな』などと思うものは【広告】であって【幸告】ではない。私は現実的な類のものはトキめかないから【広告】に分類している。

この差は何だろうと考えた時、やはりありきたりな言葉で恐縮だが、

夢があるかどうか

ではないだろうか。ある広告に夢を感じれば、その人にとってそれは【幸告】だろう。ここでいう夢とは、その商品を手に入れたり、サービスを体験することによって得られる、

その先にあるもの

だ。それがステイタスなのか、人としての品格なのか、憧れのライフスタイルなのか、はたまた自分ひとりで愉しむ優越感なのか・・・それは人それぞれでいいと思う。

最後に、私にとって【広告】から【幸告】になった商品がある。それは、

ハウス　ジャワカレー

だ。簡単に言えば夫婦でカレーを作って食べる、という広告なのだが、そこに最近は『幸福のひとつのカタチ』を見てしまい『いつしかパートナーと一緒に作って食べるならジャワカレーかな』と、ほんの些細な『憧れ』になっている（現時点では・・・）。

“【広告】と【幸告】個人的見解” への114件の返信

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