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.


Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...