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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 Olympi...
TOKYO OLYMPICS
An epoch in graphic Japanese advertising.It was the
first mass mixed media collaboration for the Japanese
c...
Pictogram designed for TOKYO Olympics
The language barriers that came with the first Olympics in Asia gave birth to
sports...
Creative Industrial scene.
Key word “Three Sacred Treasures”
Mirror, Sword and Jewels => Color TV, Air Conditioner, CAR

T...
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 19...
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 recogn...
Copywriters are in the spotlight
Women’s sexuality is used to sell to women

themselves
Internationalization
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....
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 th...
Reaffirmation of our own culture
Aggressive competition of mobile phones
Car companies brand themselves.
Internet advertisement
2010’s
Decade of global
Good quality creative has
no nationality...
FIN
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014
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Advertising Creative in Japan_1960's to Present_Japan Israel Business Summit_Feb 2014

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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

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

  1. 1. CREATIVE in JAPAN History of modern Japanese creative media
  2. 2. 1960’s Dawn of the creative industry Energy Revolution Change of the Industrial structure Birth of Color TV TOKYO Olympics 1964
  3. 3. TOKYO OLYMPICS An epoch in graphic Japanese advertising.It was the first mass mixed media collaboration for the Japanese creative industry.
  4. 4. 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.
  5. 5. 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.
  6. 6. Three Sacred Treasures TV
  7. 7. Three Sacred Treasures CAR
  8. 8. Three Sacred Treasures AIR CONDITIONER
  9. 9. Corporate Ads of 1960’s This tape’s length is same as GENJI MONOGATARI’s 11th century JAPANESE LITERATURE
  10. 10. Creative Industrial scene. Key word “MORETSU” (furious) Advertising encourages consumers to be ambitious and furious.
  11. 11. 1970’s OIL SHOCK Mass Consumption Society Bloom of the Youth Culture Decade of Passion
  12. 12. 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.
  13. 13. Male cosmetics
  14. 14. CAR Many car ads tried a Graphical approach
  15. 15. CAR Many car ads tried a Graphical approach
  16. 16. Youth marketing
  17. 17. Consumer Electronics show off their technological edge
  18. 18. 1980’s Decade of Concept Sophisticated Information Society Internationalized Society
  19. 19. Creative Industrial scene. Advertisers try to excite consumers’ intellectual curiosity. But consumers can’t always recognize what’s for sale.
  20. 20. Copywriters are in the spotlight
  21. 21. Women’s sexuality is used to sell to women themselves
  22. 22. Internationalization
  23. 23. MTV influence
  24. 24. 1990’s Collapse of bubble economy Economic depression Decade of digital
  25. 25. 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.
  26. 26. Digital Design
  27. 27. VFX in Advertisement
  28. 28. 2000’s Decade of New Media Stratified society IT Influence Digital home appliances
  29. 29. 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.
  30. 30. Reaffirmation of our own culture
  31. 31. Aggressive competition of mobile phones
  32. 32. Car companies brand themselves.
  33. 33. Internet advertisement
  34. 34. 2010’s
  35. 35. Decade of global Good quality creative has no nationality...
  36. 36. FIN
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