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Comparative Studies in USA and Japanese Advertising during the Post–War Era
Author(s) -
Namba Koji
Publication year - 2002
Publication title -
international journal of japanese sociology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.133
H-Index - 15
eISSN - 1475-6781
pISSN - 0918-7545
DOI - 10.1111/1475-6781.t01-1-00017
Subject(s) - advertising , advertising research , newspaper , nike , comparative advertising , advertising campaign , world war ii , online advertising , argument (complex analysis) , political science , business , world wide web , computer science , the internet , law , biochemistry , chemistry
The goal of this essay can be summarized into the following three points: (i) based on the recent fruits of media effect studies, especially the argument of “frame analysis” which focuses on the interaction between media frames and audience frames, a model to analyze the processes of advertising is proposed; (ii) the model is applied to advertising history in the USA after WWII, referring to the recent development of studies in advertising history in the USA; and (iii) advertising history in the USA is compared to advertising history in Japan, exploring differences and similarities between them. A common process is identified in the advertising histories, represented by the differences and similarities between the Volkswagen campaign in the 1960s and the Nike campaign in the 1990s. This common process is the increase of “intertextuality”, or the increasing complexity of advertising expression. This phenomenon implies the development of advertising literacy in audiences, the expansion of advertising media and the transformation of reality during the post–war era. The definition and implications of advertising, for both media and audiences, has changed in the USA and Japan across time, and the trend towards globalization is reducing the differences between them.