This document analyzes and summarizes four Japanese advertisements. It finds that the Docomo ad applies to the concept of fun by showing discoveries on a phone. It uses branding by saying mobile communications will be wrapped around everyone. It grabs attention by transforming cloth into information. The Hitachi ad applies to freedom by showing escape from work through TV. It uses value association by emphasizing graphic quality. It grabs attention through graphic impact. The Honda ad applies to love by depicting happy Honda users. It uses branding by implying ownership leads to coolness. It grabs attention through many happy Honda owners. The Puma ad applies to power by featuring a top athlete using Puma to represent quality. It uses facts and figures through celebrity

1. Advertisement Analysis Ryotaro Tsuji

2. Docomo - Fun This ad applies to fun because this ad shows the how they can make discoveries with is phone This ad is using branding because it says that in the future, mobile communications will be wrapped around you which would mean that everyone would have this phone in the future This ad grabs the viewer’s attention by changing the cloth into a information

3. Hitachi - Freedom This ad applies to freedom because this ad shows how you can get out from your work, chill and watch TV This ad is using value association because this ad shows how graphic of the TV is important This ad grabs the viewer’s attention by showing how nice the graphic is and giving them huge impact

4. Honda - Love This ad applies to love because the picture shows how people uses cars and motorcycles from Honda, and they are using it very nicely This ad is using branding because consuming something that everyone have would make you cool, and in this picture, everyone have the Honda cars/motorcycles This ad grabs the viewer’s attention by showing how so many people uses Honda and how much they are happy about it.

5. Puma – Power This ad applies to power because the picture represents that one of the top athlete uses Puma which makes it look powerful. This ad is using facts and figures because this ad is using the famous athlete to represent the quality of Puma This ad grabs the viewer’s attention by using famous athlete and having the shoes standout.