Abstract
The effect of TV commercials on the purchase intention of the viewers has been extensively studied. The literature has suggested that some images in TV commercials positively affect the purchase intention of the viewers. However, the overall picture of the image used in TV commercials has not been sufficiently revealed. We studied the image structure of TV commercials in Japan by constructing a weighted co-occurrence network of keywords used in such advertisements. We found the cores of the image structure that frequently co-occur with other keywords in TV commercials covering various categories of products. We further conducted a community detection, where a community can be regarded as a set of keywords in particular associated with each other, based on their frequent co-occurrence in TV advertisements. The core keywords belong to different communities, and we discuss the characteristics of each community in the present paper.
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