「新聞」の記事一覧

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先頃、あのお馴染みのチェック柄の袋を一新した伊勢丹。 現在でも、いちいちやることが洒落ています。 上のコピーも、当時、伊勢丹が発信した、新しい生活スタイルの提案でした。 ファッションではなく、まず生き方。 これを、簡単な・・・

「肩のチカラをぬくと、夏」の続きを読む

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女性の、かくも欲張りな美の追求が、いま美しくであり、 死ぬまで美しくありたいということ。 女性のコピーライターならではの視点が、 資生堂という企業の姿勢を代弁しています。 まやかしのない美しさって、きっとそういうものだと・・・

「一瞬も 一生も 美しく。」の続きを読む

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丸井の大きな包装紙に自らをくるんで、こう言う。 「好きだから、あげる」…その真っ直ぐな心意気に、 とても好感がもてました。義理ではない。いろいろ理由付けをしない、 アレコレ付け加えない、とにかく好きだから、私の総てを あ・・・

「好きだから、あげる。」の続きを読む

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1950年に発売されたウイスキー・オールド。 一時は一世を風靡した嗜好の定番だが、90年代に入ると勢いも衰え、 挽回の策を一身に担ったのがこのCM。 ターゲットは、言わずと知れた中高年だが、 「あなた、まだまだこれからで・・・

「恋は、遠い日の花火ではない。」の続きを読む

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このコピーは、あまりにも有名ですね。 ウールの良さを端的に言いあらわした卓越のことばです。 繊維は肌触りでその良さが分かるから、そこをグダグダいわず、 触ってごらん、とくる。言い方もやさしい。それでいて、直接的。 すっと・・・

「触ってごらん、ウールだよ。」の続きを読む