Top Story


Home >> Advertising >> Article

What makes Japanese ads different?

Font Size   16
What makes Japanese ads different?

Traditional wisdom says that Japanese ads are softer and appeal to the emotions than to the intellect like the Western ads.

Showcasing the new face of Japanese advertising, Hitedo Yagi, Creative Art Director, Dentsu Tokyo remarked that Japanese consumers do not like comparative advertising. The reason could be the close-knit nature of the Japanese business and advertising communities. Even today, Japanese ads are simple, emotional and appealing. “Japanese advertising not only conveys different emotions, but also leaves the audience with a positive and warm feeling in the mind,” said Hitedo.

One of the biggest ad campaigns for the Japanese brand Nodogoshi was about fulfilling dreams. The TVC highlighted the dream-come-true-situation of a common man, where he is shown shooting with actor Jackie Chan in all the fight sequences that are typical of a Japanese movie.

An example of liberation wrapper campaign for Freshness Burger reconfirmed the fact that though the times are changing in Japan, they still keep in sync with their cultural fabric. The liberation wrapper freed women in Japan from the spell of ‘Ochobo’, which expects women to cover their mouth while eating in public. The wrapper served with the burger is designed in such a way that it doubles as a face mask while eating in public. Just one month after its implementation, sales of the Classic Burger to women were up by 213 per cent.

Hitedo Yagi shared his views at the EPICA Awards 2014, which were held in New Delhi on January 24, in association with exchange4media. The presenting sponsor of Epica was the Patrika Group and the associate sponsor was Colors.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship