Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014

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Information about Advertising Creative in Japan_1960's to Present_Japan Israel Business...

Published on February 15, 2014

Author: levshapiro



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 agencies

CREATIVE in JAPAN History 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.

Creative Industrial scene. Key word “Three Sacred Treasures” Mirror, Sword and Jewels => Color TV, Air Conditioner, CAR Target is not consumer himself. It is his family, and his lifestyle.

Three Sacred Treasures TV

Three Sacred Treasures CAR

Three Sacred Treasures AIR CONDITIONER

Corporate Ads of 1960’s This tape’s length is same as GENJI MONOGATARI’s 11th century JAPANESE LITERATURE

Creative Industrial scene. Key word “MORETSU” (furious) Advertising encourages consumers to be ambitious and furious.

1970’s OIL SHOCK Mass Consumption Society Bloom of the Youth Culture Decade of Passion

Creative Industrial scene. 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.

Male cosmetics

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

Creative Industrial scene. Advertisers try to excite consumers’ intellectual curiosity. But consumers can’t always recognize what’s for sale.

Copywriters are in the spotlight

Women’s sexuality is used to sell to women themselves


MTV influence

1990’s Collapse of bubble economy Economic depression Decade of digital

Creative Industrial scene. Computer technology for creative was advanced and many advertisers converted to digital output. Many computer graphic techniques start to appear in this decade.

Digital Design

VFX in Advertisement

2000’s Decade of New Media Stratified society IT Influence Digital home appliances

Creative Industrial scene. Because of reduction in advertising budgets advertisers go for a more emotional approach. In the recession, mobile phones and new consumer electronics eat up most ad budgets and dominate ad space.

Reaffirmation of our own culture

Aggressive competition of mobile phones

Car companies brand themselves.

Internet advertisement


Decade of global Good quality creative has no nationality...


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