advertising creative in japan_1960's to present_japan israel business summit_feb 2014
DESCRIPTION
Presentation about the history of Creative Advertising in Japan, 1960-Present. Delivered by Tetsu Mukojima at the Japan-Israel Business Summit, Feb 10, 2014. Includes campaigns by the Tokyo Olympics, Sony, Suntory, Nissin, Toyota, Honda, Panasonic, Sharp, DoCoMo, Softbank and other leading Japanese brands and agenciesTRANSCRIPT
CREATIVE in JAPANHistory of modern Japanese creative media
1960’s Dawn of the
creative industry
Energy Revolution
Change of the Industrial structure
Birth of Color TV
TOKYO Olympics 1964
TOKYO OLYMPICS An epoch in graphic Japanese advertising.It was the first mass mixed media collaboration for the Japanese creative industry.
Pictogram designed for TOKYO Olympics
The language barriers that came with the first Olympics in Asia gave birth to sports iconography,still used today and recognized
globally.
Key word “Three Sacred Treasures”
Target is not consumer himself.It is his family, and his lifestyle.
Mirror, Sword and Jewels => Color TV, Air Conditioner, CAR
Creative Industrial scene.
TVThree Sacred Treasures
CARThree Sacred Treasures
Three Sacred Treasures
AIR CONDITIONER
Corporate Ads of 1960’s
This tape’s length is same as GENJI MONOGATARI’s11th century JAPANESE LITERATURE
Key word “MORETSU” (furious)
Advertising encourages consumersto be ambitious and furious.
Creative Industrial scene.
1970’s Decade of Passion
OIL SHOCK
Mass Consumption Society
Bloom of the Youth Culture
In this decade, the budget for TV advertisement overtook print.
Because of the Oil shock in 1973, people must become more thrifty.
Advertisers emphasize beauty, Rather than strength.
Consumers start to prefer smaller products.
Creative Industrial scene.
CAR Many car ads tried a Graphical approach
CAR Many car ads tried a Graphical approach
Youth marketing
Consumer Electronics show off their technological edge
1980’s Decade of Concept
Sophisticated Information Society
Internationalized Society
Advertisers try to excite consumers’ intellectual curiosity. But consumers can’t always recognize what’s for sale.
Creative Industrial scene.
Copywriters are in the spotlight
Women’s sexuality is used to sell to women themselves
Internationalization
MTV influence
1990’s Decade of digital
Collapse of bubble economy
Economic depression
Creative Industrial scene.
Computer technology for creative was advancedand many advertisers converted to digital output.Many computer graphic techniques start to appear in this decade.
Digital Design
VFX in Advertisement
Stratified society
IT Influence
Digital home appliances
2000’s Decade of New Media
Creative Industrial scene.
Because of reduction in advertising budgetsadvertisers go for a more emotional approach.In the recession, mobile phones and new consumer electronics eat up most ad budgets and dominate ad space.
Aggressive competition of mobile phones
Car companies brand themselves.
Good quality creative hasno nationality...
Decade of global
FIN