[{"data":1,"prerenderedAt":2632},["Reactive",2],{"Y8vmWv53J6":3,"AzqR7fUgo8":501,"BPsigmJnHa":1740,"JuUxtrGXwg":1943},{"id":4,"date":5,"date_gmt":6,"guid":7,"modified":9,"modified_gmt":10,"slug":11,"status":12,"type":13,"link":14,"title":15,"content":17,"author":20,"featured_media":21,"template":22,"journal_tag":23,"journal_cat":24,"acf":26,"journal_rest_date":28,"journal_rest_tag":32,"journal_rest_author":33,"journal_rest_relation":37,"_links":292,"_embedded":334},23502,"2026-10-27T16:50:50","2026-10-27T07:50:50",{"rendered":8},"https://cms.gggggggg.jp/?post_type=journal&p=23502","2026-10-27T16:50:52","2026-10-27T07:50:52","%e8%a9%b1%e9%a1%8c%e3%81%ae%e5%ba%83%e5%91%8a%e3%81%8b%e3%82%89%e5%ad%a6%e3%81%b6%e3%80%81web%e5%88%b6%e4%bd%9c%e3%83%bbsns%e3%83%bb%e5%ba%83%e5%91%8a%e9%81%8b%e7%94%a8%e3%81%ae%e3%83%92%e3%83%b3","publish","journal","https://cms.gggggggg.jp/journal/%e8%a9%b1%e9%a1%8c%e3%81%ae%e5%ba%83%e5%91%8a%e3%81%8b%e3%82%89%e5%ad%a6%e3%81%b6%e3%80%81web%e5%88%b6%e4%bd%9c%e3%83%bbsns%e3%83%bb%e5%ba%83%e5%91%8a%e9%81%8b%e7%94%a8%e3%81%ae%e3%83%92%e3%83%b3/",{"rendered":16},"話題の広告から学ぶ、Web制作・SNS・広告運用のヒント",{"rendered":18,"protected":19},"\n\u003Cp>Gear8の中山です。\u003C/p>\n\n\n\n\u003Cp>日々、Webサイト制作やSNS運用、Google広告の運用に取り組んでいると、「どうすれば人に伝わるか」「どうすれば行動してもらえるか」という課題に何度もぶつかることがあります。そのヒントは、世の中で話題になっている広告のなかにあるのではと考えました。\u003C/p>\n\n\n\n\u003Cp>今回は、広告事例を紹介するWebメディアやSNSを見ながら、最近話題になった広告のなかから「これは面白い」と感じた4つを取り上げます。それぞれの広告から何を学べるか、そして自分たちの仕事にどう活かせるかを自分なりの見解で整理してみました。\u003C/p>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">1. 「たばこすう」— ターゲットの立場に立って先回りする\u003C/h2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"800\" src=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104750/250930030202_IMG_0303-1_600x800.jpg.webp\" alt=\"\" class=\"wp-image-23506\" srcset=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104750/250930030202_IMG_0303-1_600x800.jpg.webp 600w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104750/250930030202_IMG_0303-1_600x800.jpg-225x300.webp 225w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104750/250930030202_IMG_0303-1_600x800.jpg-300x400.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" />\u003C/figure>\n\n\n\n\u003Cp class=\"has-small-font-size\">引用元：メディアレーダー「渋谷駅周辺で見つけた面白い広告事例まとめ」\u003Cbr>（\u003Ca href=\"https://media-radar.jp/contents/trend/idea-note-10/\">https://media-radar.jp/contents/trend/idea-note-10/\u003C/a> ）\u003C/p>\n\n\n\n\u003Cp>喫煙所を検索できるサービス「たばこすう」の広告です。コピーは「タバコは指定の場所で吸いましょう！」とストレートですが、注目したいのは掲示されている場所でした。人通りの多い目立つところではなく、裏路地のような人気のない場所に置かれていたのです。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">この広告から学べること\u003C/h3>\n\n\n\n\u003Cp>喫煙者が「吸える場所が見つからないから、人目につかないところで吸おう」と考えてしまうのは、まさにこうした裏路地です。この広告は、その場面を先回りして、「ここで検索すれば指定の喫煙所がわかりますよ」と伝えています。ルールを一方的に押し付けるのではなく、ユーザーがどこで、どんな気持ちになり、どう行動しそうかを想像したうえで、必要な場所に必要な情報を置いている点が面白いと思いました。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">実務への活かし方\u003C/h3>\n\n\n\n\u003Cp>これは、Webサイト制作に置き換えるとユーザーの立場に立って先回りする考え方に繋がります。ユーザーがどのページで迷い、どこで手が止まり、どこで離脱しそうかを想像し、その手前に必要な情報や導線を用意する。たとえば、入力に迷いそうなフォーム項目に補足を添える、離脱しやすいページに次のアクションを置く、といった工夫です。「こちらが伝えたいこと」を並べるのではなく、「ユーザーが何を必要としているか」から設計を始める。この視点を持てるかどうかで、サイトの使いやすさは大きく変わります。\u003C/p>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">2. ベンチャーサポート税理士法人 — セオリーとは違う切り口で伝える\u003C/h2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"800\" src=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104754/251014113807_vebture3_600x800.jpg.webp\" alt=\"\" class=\"wp-image-23508\" srcset=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104754/251014113807_vebture3_600x800.jpg.webp 600w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104754/251014113807_vebture3_600x800.jpg-225x300.webp 225w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104754/251014113807_vebture3_600x800.jpg-300x400.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" />\u003C/figure>\n\n\n\n\u003Cp class=\"has-small-font-size\">引用元：ベンチャーサポートグループ公式note「渋谷の街ジャックを振り返る ―― 日本を、起業先進国へ。」\u003Cbr>（\u003Ca href=\"https://note.vs-group.jp/n/nc8b2313bf634\">https://note.vs-group.jp/n/nc8b2313bf634\u003C/a> ）／広告：ベンチャーサポート税理士法人\u003C/p>\n\n\n\n\u003Cp>渋谷駅の地下通路に掲示された、ベンチャーサポート税理士法人の広告です。柱一面に「冒険」という大きな文字。そして「その言葉がネガティブに使われ出してから、この国はつまらなくなった。」というコピーが添えられていました。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">この広告から学べること\u003C/h3>\n\n\n\n\u003Cp>税理士法人の広告といえば、「実績」「料金」「安心感」といった機能面を伝えるケースが多いと思います。しかしこの広告は、「挑戦することへの価値観」を正面から語っています。サービスの内容を説明するのではなく、「自分たちは挑戦する人を応援したい」という姿勢を伝えることで、起業を考えている人の気持ちに働きかける効果があります。情報を伝えるだけでなく、伝えたいことの本質は何かを突き詰め、ユーザーの心を動かそうとしている点に学びがあります。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">実務への活かし方\u003C/h3>\n\n\n\n\u003Cp>Webサイトのコンセプトやキャッチコピーを考えるとき、つい機能や強みを並べたくなります。しかし、機能の説明だけでは人の心を動かすのは難しいです。この会社は何のためにあるのか、どんな価値観を大切にしているのか、その本質を一言で伝えられると、共感が生まれ、選ばれる理由になります。「何を提供しているか」の前に「なぜそれをやっているのか」を言葉にできているか。ファーストビューやコンセプト設計では、この問いを一度立ち止まって考えることが大切だと思います。\u003C/p>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">3. サントリー「翠」— 違和感を、あえて武器にする\u003C/h2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"341\" src=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104752/sui02-1024x341.jpg\" alt=\"\" class=\"wp-image-23507\" srcset=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104752/sui02-1024x341.jpg 1024w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104752/sui02-300x100.jpg 300w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104752/sui02-768x256.jpg 768w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104752/sui02.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" />\u003C/figure>\n\n\n\n\u003Cp class=\"has-small-font-size\">引用元：宣伝会議 AdverTimes「『翠』の広告、CDとADが明かす『ち』で改行の理由\u003Cbr>（\u003Ca href=\"https://www.advertimes.com/20250306/article491356/\">https://www.advertimes.com/20250306/article491356/\u003C/a> ）\u003C/p>\n\n\n\n\u003Cp>サントリージン「翠」の交通広告です。「このすっきり、人生変わっちゃうかも。」というコピーが、「このすっきり、」「人生変わっち」「ゃうかも。」と、不自然な位置で3行に改行されていました。この「すっきりしない改行」がSNSで「なぜここで切るの?」と話題になり、制作者が意図を語るほどの反響を呼びました。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">この広告から学べること\u003C/h3>\n\n\n\n\u003Cp>本来文章は読みやすさを優先して、意味の切れ目で改行します。しかしこの広告は、あえて違和感のある改行にすることで、通り過ぎる人の目を止め、「これ、わざと?」と考えさせました。完璧に整った表現よりも少しの引っかかりや違和感が、かえって記憶に残り、話題を生むきっかけになる。そのことを教えてくれる事例です。ただし、これはブランドの世界観を崩さない範囲で計算されているからこそ成り立っています。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">実務への活かし方\u003C/h3>\n\n\n\n\u003Cp>デザインやコピーを作るとき、「きれいに整えること」が目的になってしまうことがあります。もちろん見やすさは大事ですが、整いすぎた表現は流されて終わることも多い。SNS投稿でもバナーでも、あえて一箇所引っかかりを残すことで、人が立ち止まったり、反応したくなったりします。「完璧に整える」だけでなく、「どうすれば印象に残るか」という視点を持つ。狙って違和感をつくるという選択肢を、引き出しに加えておきたい事例です。\u003C/p>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">4. 星野源『Gen』— ユーザーに行動を起こさせる工夫\u003C/h2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"517\" src=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104755/49380_01-1024x517.webp\" alt=\"\" class=\"wp-image-23509\" srcset=\"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104755/49380_01-1024x517.webp 1024w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104755/49380_01-300x151.webp 300w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104755/49380_01-768x388.webp 768w, https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/07/22104755/49380_01.webp 1300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" />\u003C/figure>\n\n\n\n\u003Cp class=\"has-small-font-size\">引用元：音楽ナタリー「星野源の昭和レトロな『Gen』広告看板、東京＆大阪の商店街に溶け込む」\u003Cbr>（\u003Ca href=\"https://natalie.mu/music/news/624686\">https://natalie.mu/music/news/624686\u003C/a> ）／広告：星野源『Gen』\u003C/p>\n\n\n\n\u003Cp>星野源さんのアルバム『Gen』の広告は、戸越銀座商店街に掲示されました。まるで昔からそこにあったかのようなレトロ調で、景色に溶け込んでいます。知らなければ通り過ぎてしまうほどですが、誰か一人が気づいて写真を撮り始めると、次々に撮影待ちの列ができていったといいます。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">この広告から学べること\u003C/h3>\n\n\n\n\u003Cp>広告のセオリーは「目立つ場所で、多くの人の目に触れること」ですが、この広告はあえて景色に馴染ませました。だからこそ、見つけた人には「自分だけが気づいた」という感覚が生まれ、「写真を撮りたい」「誰かに教えたい」という行動につながります。ただ見てもらうのではなく、ユーザーが自分から動きたくなる仕掛けを用意している。セオリーに縛られず、どうすれば人が行動するかを起点に考えている点が非常に面白いと思いました。\u003C/p>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">実務への活かし方\u003C/h3>\n\n\n\n\u003Cp>WebサイトやWeb広告でも、「見てもらう」だけでなく「動いてもらう」ことがゴールです。すべてを丁寧に説明し尽くすより、ユーザーが自分で見つけたり、気づいたりする余地を残したほうが、シェアや行動につながることがあります。定石どおりに「わかりやすく、目立たせる」だけが正解とは限りません。ターゲットや目的によっては、あえてセオリーを外す判断が効果を生むこともある。「どうすればユーザーが動くか」から逆算して考える姿勢が大切です。\u003C/p>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">まとめ\u003C/h2>\n\n\n\n\u003Cp>4つの広告を並べてみると、表現はそれぞれ違っても、共通する考え方が見えてきました。\u003C/p>\n\n\n\n\u003Cul>\n\u003Cli>たばこすう：ターゲットの立場に立ち、迷う場面を先回りする\u003C/li>\n\n\n\n\u003Cli>ベンチャーサポート：セオリーを外し、伝えたいことの本質で心を動かす\u003C/li>\n\n\n\n\u003Cli>翠：あえての違和感で、印象に残す\u003C/li>\n\n\n\n\u003Cli>星野源『Gen』：ユーザーが自分から動きたくなる工夫をする\u003C/li>\n\u003C/ul>\n\n\n\n\u003Cp>どれも「こちらが伝えたいこと」ではなく、「ユーザーがどう感じ、どう動くか」から考えられています。ツールや技術の話に入る前に、「これを見た人はどう感じ、どう動くだろう」と想像してみる。そして時には、セオリーどおりのやり方を疑ってみる。この2つの姿勢が、日々の制作や運用の質を上げていくのだと、改めて感じさせてくれる4つの事例でした。\u003C/p>\n",false,1,23513,"",[],[25],125,{"vol":22,"journal_author":27},23517,{"year":29,"month":30,"day":31},"2026","10","27",[],{"status":34,"name":35,"slug":22,"icon":19,"content":36,"hidden":19},"draft","Tatsuki Nakayama","\u003C!-- wp:paragraph -->\n\u003Cp>2000年11月生まれ、札幌出身。ディレクション業務を主に担当。担当動物はハヤブサ。\u003Cbr>大学で臨床検査技師の資格を取得し、卒業後は札幌市内の病院に約2年半勤務。輸血に関わる検査などを担当し、医療の現場で経験を積む。やりがいを感じつつも、以前から気になっていたものづくりの世界を諦めきれず、転職を決意。2025年11月にGEAR8へ入社し今に至る。\u003C/p>\n\u003C!-- /wp:paragraph -->\n\n\u003C!-- wp:paragraph -->\n\u003Cp>座右の銘は「置かれた場所で咲きなさい」。今いる場所で腐らず全力でやっていれば、なんだかんだ納得できる道につながる、と思っています。\u003Cbr>サッカー観戦が好きで、イングランド・プレミアリーグに夢中。推しはチェルシー。登山も好きで、ひたすら登ることに没頭できるのでリフレッシュにおすすめです。\u003C/p>\n\u003C!-- /wp:paragraph -->",{"title":38,"description":39,"bg":40,"posts":41},"Direction","ディレクターによるディレクションノウハウ","https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2023/12/27155143/Group-4.png",[42,49,56,63,70,78,83,91,96,102,108,113,119,125,131,137,143,148,155,161,167,173,179,185,190,196,202,209,214,219,225,231,236,241,247,252,258,265,271,276,281,286],{"id":43,"thumbnail":44,"title":45,"slug":46,"year":29,"month":30,"day":47,"tags":19,"icon":48},23741,"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/09/09143026/001.png","同じ条件でも、デザインは変わる。TERAKOYA 8で考えたデザインディレクション","%e5%90%8c%e3%81%98%e6%9d%a1%e4%bb%b6%e3%81%a7%e3%82%82%e3%80%81%e3%83%87%e3%82%b6%e3%82%a4%e3%83%b3%e3%81%af%e5%a4%89%e3%82%8f%e3%82%8b%e3%80%82terakoya-8%e3%81%a7%e8%80%83%e3%81%88%e3%81%9f%e3%83%87","02","https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2015/12/icon_hatano.png",{"id":50,"thumbnail":51,"title":52,"slug":53,"year":29,"month":54,"day":55,"tags":19,"icon":48},23856,"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2026/09/18115304/001-3.png","映像案件を持ち寄って考える。TERAKOYA 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あじな味」という讃岐うどんのお店です。\r\n小さい頃に、いとこ・祖父母と頻繁に食べに行きました。お昼は「あじな味」というルーティンが出来ていたほどです。店内は、昔ながらの雰囲気がありつつ木造の温もりを感じることが出来ます。個人的なオススメは「かけうどん」です。シンプルなメニューだからこそ、柔らかい麺の中にあるコシを強く感じることができると思います。",{"radio_h":22,"radio_desc":22,"radio_url":22},{"self":1536,"collection":1538,"about":1540,"author":1542,"version-history":1544,"predecessor-version":1547,"wp:featuredmedia":1551,"wp:attachment":1554,"curies":1557},[1537],{"href":1504},[1539],{"href":577},[1541],{"href":580},[1543],{"embeddable":304,"href":305},[1545],{"count":308,"href":1546},"https://cms.gggggggg.jp/wp-json/wp/v2/member/13888/revisions",[1548],{"id":1549,"href":1550},14598,"https://cms.gggggggg.jp/wp-json/wp/v2/member/13888/revisions/14598",[1552],{"embeddable":304,"href":1553},"https://cms.gggggggg.jp/wp-json/wp/v2/media/19546",[1555],{"href":1556},"https://cms.gggggggg.jp/wp-json/wp/v2/media?parent=13888",[1558],{"name":332,"href":333,"templated":304},{"id":1478,"date":1560,"slug":1487,"type":553,"link":1561,"title":1562,"author":20,"featured_media":1563,"member_rest_animal_icon":1488,"member_rest_animal_fore":1564,"member_rest_animal_back":1565,"acf":1566,"_links":1577},"2017-08-09T20:09:46","https://cms.gggggggg.jp/member/shunya-ishizuka/",{"rendered":1486},19556,"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2023/05/22125519/kangaroo.ai_1.webp","https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2023/05/22125515/kangaroo.ai_.webp",{"position":1524,"img_thumb":1567,"img_fore":1568,"img_back":1569,"icon_animal":1570,"animal_name":1571,"color_name":1572,"color_rgb":1573,"recommend":1574,"radio":1576,"hidden":19},14315,14577,14576,14316,"Kangaroo","煤竹","#6e552f",{"recommend_h":569,"recommend_txt":1575},"麦酒停\r\n\r\nクラフトビール屋巡りにハマっていて中島公園の「麦酒停」によく行きます。地下に入った先の薄暗い店内と、アナログテレビから流れる90年代風CMがレトロな雰囲気で時間を忘れて無限に滞在できます。お通しのフランスパンとビール漬けソーセージ、〆のポップコーンがおすすめです。ビールは月替りの生クラフトビールを数種類飲んでみて、IPAやエールビール、黒ビールなど自分の好みを探すのが良いと思います。",{"radio_h":22,"radio_desc":22,"radio_url":22},{"self":1578,"collection":1580,"about":1582,"author":1584,"version-history":1586,"predecessor-version":1589,"wp:featuredmedia":1593,"wp:attachment":1596,"curies":1599},[1579],{"href":1506},[1581],{"href":577},[1583],{"href":580},[1585],{"embeddable":304,"href":305},[1587],{"count":1041,"href":1588},"https://cms.gggggggg.jp/wp-json/wp/v2/member/2980/revisions",[1590],{"id":1591,"href":1592},21925,"https://cms.gggggggg.jp/wp-json/wp/v2/member/2980/revisions/21925",[1594],{"embeddable":304,"href":1595},"https://cms.gggggggg.jp/wp-json/wp/v2/media/19556",[1597],{"href":1598},"https://cms.gggggggg.jp/wp-json/wp/v2/media?parent=2980",[1600],{"name":332,"href":333,"templated":304},{"id":1477,"date":1602,"slug":1483,"type":553,"link":1603,"title":1604,"author":20,"featured_media":1605,"member_rest_animal_icon":1484,"member_rest_animal_fore":1606,"member_rest_animal_back":1607,"acf":1608,"_links":1619},"2015-12-16T22:56:39","https://cms.gggggggg.jp/member/ryota-sudo/",{"rendered":1482},19552,"https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2023/05/22125631/wolf-member.ai_1.webp","https://prod-corporate-cms.s3.ap-northeast-1.amazonaws.com/_sys/wp-content/uploads/2023/05/22125627/wolf-member.ai_.webp",{"position":1524,"img_thumb":1609,"img_fore":1610,"img_back":1611,"icon_animal":1612,"animal_name":1613,"color_name":1614,"color_rgb":1615,"recommend":1616,"radio":1618,"hidden":19},14291,14593,14592,14292,"Gray 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