advertising creative in japan_1960's to present_japan israel business summit_feb 2014

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.

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

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.

Reaffirmation of our own culture

Aggressive competition of mobile phones

Car companies brand themselves.

Internet advertisement

2010’s

?

Good quality creative hasno nationality...

Decade of global

FIN