“Slice-of-Life”: A Persuasive Mini Drama in Japanese Television Advertising

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Document Type: Research Article

DOI: http://dx.doi.org/10.1111/j.0022-3840.1997.00131.x

Affiliations: Michael L. Maynard is Associate Professor in the Department of Journalism, Public Relations and Advertising at Temple University, Philadelphia. His area of research includes mass media analysis, the relationship between mass communication and culture, cross national communication as well as textual and semiotic analyses of television and print advertising in Japan. His address:, Email: maynard@astro.ocis.temple.edu.

Publication date: September 1, 1997

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