일본 고전문화 및 문학의 확장성과 응용

The Extensibility and Applicability of Japanese Classic Culture and Literature: Focussing on the KDDI au Santaro-Series

日本の携帯電話会社KDDIのauのコマーシャルのなかで「三太郎シリーズ」というのがある。2015年から放送されたこのCMは7年連続CM好感度1位の座を守り続けている。日本昔話の主人公で誰もが知っている桃太郎、金太郎、浦島太郎がいわゆるこの三太郎で、彼らを中心に話が展開されている。それに加え、『竹取物語』のかぐや姫が桃太郎の妻として登場し、またさまざまな日本古典文学の中の登場人物がCＭに出ている。CMの人気の秘密はそれぞれの原作に現れていた既存の設定を一部分受け入れながらも、各々のキャラクターに新しい個性を与えることで、新たな内容の展開にふさわしい人物を作り上げることができたこと、そして話の内容も昔話の全体的な構想は取り入れつつも、さまざまな変化を求め、原作から想起される固定観念を打破し、斬新な物語として世の中に発表したこと、そのうえ、マンネリ化を避けるため、常に視聴者に興味を持たせるように努力したことなどを挙げることができよう。こうしたCMのおかげでKDDIは売り上げも徐々に増加し、現在わずかな差で業界2位となっている。また三太郎シリーズを韓国の大学の授業に活用する方法についても一緒に考えてみた。

There is a TV commercial ‘Santaro-Series’ provided by the mobile phone company ‘KDDI’, which advertises the mobile phone ‘au’. Since 2015, this commercial series has been ranked number 1 for seven years in a row in ‘the popular commercial contest’. The so-called ‘Santaro’ consists of Momo-taro, Kin-taro, and Urashima-taro, all of whom have been widely known as a protagonist of famous old tales of Japan. The commercial series is based on these three figures. Moreover, in the commercial series, Kaguya-hime, a central figure in The Tale of the Bamboo Cutter, is introduced as the wife of Momo-taro, and many other figures in the Japanese classic literature are also featured. There are several reasons why the commercial series has gained so much popularity. First, whilst some existing properties of these figures are maintained, a new, unique personality is assigned to each figure in order to create new stories. Second, whilst the story lines are also generally maintained, various new changes have been made to break down the fixed ideas of these stories. Third, the production teams have tried hard to provide the viewers with fresh perspectives. Thanks to the commercial series, the sales of KDDI have increased gradually, and KDDI is now the second biggest company in the industry, with a slight difference in sales between KDDI and the industry leader. The present study also considers the ways in which this commercial series is made use of for lectures at universities in Korea.