12 Februarie - Advertising in Japan/ Reclamele in Japonia

          Tema celei dintai intalniri a Cercului ,,Prietenii Japoniei" din luna februarie a fost dedicata reclamelor japoneze. Chiar daca reclamele televizate sunt utilizate in toata lumea, din nou, japonezii au propria lor abordare in ceea ce priveste acest fenomen, asa cum d-rul Nobumitsu Takamatsu a aratat in prezentarea sa.

Reclamele japoneze prezinta mai putin produsul insusi si se concentreaza mai mult pe rezultatele sau efectele pe care acesta le are. De asemenea, in Japonia nu sunt promovate doar produse ci si institutii si companii, iar uneori companii care aparent nu au nimic in comun, lucreaza impreuna promovand unitate si cooperare.

Toate aceste lucruri au putut fi mai bine observate in exemplele pe care d-rul Nobumitsu le-a aratat publicului. Intre ele a  inclus o reclama la o marca de sampon japonez considerata foarte “japoneza” deoarece in reclama erau implicate multe actrite japoneze foarte cunoscute. O alta reclama promova Tokyo Heart, sau reteaua metro-ului din Tokyo, intr-un mod original, aratand diferite aspecte ale vietii din Japonia din perspectiva lui Yui Aragaki, o alta actrita japoneza foarte cunoscuta.

Intr-o alta reclama, stilul traditional japonez a fost combinat cu tehnologia de varf a producatorului japonez de masini, Nissan. Originalitatea acelei reclame consta in compartia dintre atmosfera dintr-o casa de ceai japoneza si cea dintr-o masina de lux. Astfel a fost aratat modul original de promovare din Japonia.

Dupa prezentarea d-rului Nobumitsu, publicul a pus intrebari din care a rezultat o discutie despre diferentele dintre reclamele japoneze si cele romanesti. Dupa discutie, domnul Katsutaro Kawai a prezentat cateva reclame japoneze mai amuzante si oarecum mai iesite din tipar, dintre care cateva prezentau o familie japoneza deosebita in care baiatul era negru si tatal era un caine.

In final a urmat obisnuitul timp de ceai.

************English version bellow**************

The topic of the first meeting that took place in February was related to Japanese television, more exactly to Japanese advertising. Even though advertising is common all around the world, once again the Japanese seem to have their own approach to the phenomenon, as Mr. Nobumitsu Takamatsu showed in his presentation. Japanese advertising presents less the product itself but more the effects of the product. Also, not only products are promoted in Japanese advertising, but also institutions and companies, and different companies that apparently have nothing in common, work together promoting union and cooperation.

All these facts could be better observed in the examples that Mr. Nobumitsu showed to the public. Among them several was included an advertisement to a Japanese shampoo brand, which was very Japanese because many popular Japanese actresses played in the advertisement. Another one promoted Tokyo Heart, or the Tokyo subway network in an original way, showing different aspects of life in Japan as seen by Ms. Yui Aragaki, another popular Japanese actress. Another advertisement combined Japanese traditional elements with the ultimate technology of Japanese car manufacturer Nissan. The advertisement was original because it compared the atmosphere in the car with the peaceful atmosphere in a traditional Japanese teahouse. These and some other advertisements were used to show how original Japanese advertisements are.

After Mr. Nobumitsu’s presentation, the public asked questions and a discussion about the difference between Japanese and Romanian advertising arised. After the discussion, Mr. Katsutaro Kawai presented some other funnier and also a bit weird Japanese advertisements, some of which showed a special Japanese family where the son was black and the father was a dog.

In the end, the usual tea time followed.