@article{oai:repository.ninjal.ac.jp:00002178,
 author = {李, 欣怡 and LEE, Hsinyi},
 journal = {日本語科学, Japanese Linguistics},
 month = {Oct},
 note = {名古屋大学大学院, Nagoya University, 方向を表す格助詞「へ」は,着点を表す格助詞「に」に置き換えられることが多い。しかし,格助詞で終わる広告コピーに関しては,その互換性が比較的低いものが存在する。本稿は,広告コピーにおいて格助詞「へ」が多用される理由について検討し,「広告」というコンテクストにおける格助詞「へ」の特徴を記述することを目的とする。広告における「へ」は変化の起点(=「現状」)と終点(=「理想」)の両者の違いを意識させ,変化を際立たせるという性質を持つ。それにより,「へ」で終わるコピーの解読プロセスが,広告における「Before→After」と類似しており,現状をより好ましい「理想」へと変えてくれる商品やサービスへの欲求が喚起され,特に商品の画期性が強調される広告において,その効果を一層高める。, The Japanese case marker e, which is used to express direction, has been considered interchangeable with the case marker ni used for 'destination.' However, it does not mean that e and ni are semantically equivalent. Actually, we can find some interesting examples in advertising headlines ending with e which seem to become less effective if we try to replace e with ni. In this paper, we focus on sentence patterns of such headlines ending with e. More headlines end with e rather than ni. The aim of this paper is to determine why the use of ...e. is more often preferred, and to describe the distinctive features of e in advertisements through a comparative study of ...ni. and ...e. When the case marker e used at the end of a headline which expresses 'change,' e highlights both the starting point (=the present condition) and the goal (=an ideal), while ni puts an emphasis on the goal. Being aware of both the starting point and the goal makes readers realize the differences between them and become more eager for the ideal, and that usually increases the readers' desire to purchase the target merchandise. The effect is similar to the 'before → after' advertisements. It is especially effective in advertisements that are supposed to emphasize 'brandnew' products. That is the reason why the use of ...e. is preferred., application/pdf},
 pages = {27--46},
 title = {格助詞「へ」で終わる広告コピーにおける「へ」の機能 : 格助詞「に」との互換性という観点から},
 volume = {20},
 year = {2006},
 yomi = {リ, シンイ}
}