Military Review

Oh, there is no "weapon" stronger than ... Japanese advertising!

41
After introducing the VO readers with Japanese culture and Japanese beliefs, many readers wanted to continue this topic. And indeed, the theme of Japanese culture is truly inexhaustible. And every time surprises us with new facets. There, for example, you can meet (not in plain sight and not on the main street) but you can, vending machines for worn women's panties. Many schoolgirls and students earn this and not bad! In the morning they go to schools or colleges, go to special shops and ... change old clothes for fresh ones. And the owner of the old packs, indicates the period of wearing and in the machine! Someone comes and buys! Like this. But Japan ... Well, and about this truly amazing phenomenon, which is Japanese advertising, we will tell you now, too ...
V. Shpakovsky



Oh, there is no "weapon" stronger than ... Japanese advertising!

Tokyo Street at night ... And not the most important !!!

Japan is an amazing country, the undisputed authority of which is recognized throughout the world. Japanese cars and Japanese video equipment - the dream of all connoisseurs-consumers. And how much enjoyment comes from the contemplation of Japanese rock gardens, which are a UNESCO World Heritage Site; Japanese ikebana - truly the card of the miraculous art; Japanese amazing chrysanthemums, sakura and irises! We should not forget about the extraordinary Japanese silk paintings: exquisite, luxurious and at the same time delicate.


Used underwear vending machine.

If the product says “made in Japan”, then this definitely means (translated into evaluation points): “excellent”, “excellent”, which is why Japan holds the leading positions in many indicators.


One more. In it, the choice is richer!

But, oddly enough, it was not always. Total 70 years ago, in the 1950 year, this country was at the same stage of development as in the standard of living and production of semi-colonial Egypt. It is hard to believe, but at that time “made in Japan” meant: “this is terrible,” because the quality of everything that was produced in Japan left, to put it mildly, much to be desired, which was the subject of ridicule, constantly heard from TV screens and US cinemas.


However, in the machine in Japan, you can even buy a car and ... live snails. Alive!

Japan in American comedies was represented by that “stupid country”, where it does not shoot ... a pistol, where a car does not start, where something does not work forever or fails very soon ...


Vintage Japanese beer ads. Americans at that time never dreamed of it !!!

But already in 1975 year (a quarter of a century has passed - not a very long period within stories) in the US, no one else laughed at the Japanese and Japan. Moreover, in 1985, in the film “Back to the Future”, in the dialogue of the main characters, Marty McFly and Dr. Brown, the phrase “All the best is done in Japan” sounded.


Beer advertising. Women drink - men drink!

Japan won a similar authority not only because of Japanese national pride, not only because of their composure, perseverance and hard work. The breakthrough also occurred because the Japanese, turning to their traditions, created a modern and highly effective advertising.


Another Tokyo street at night.

As is known, Japanese traditional culture is based on calligraphic art, ikebana art and the sacrament of the tea ceremony, and the basis of Japanese spirituality and morality is “Shinto” (meaning “The Gods Path”). Shinto is not a religion (the Japanese profess two religions - Shinto and Buddhism - which, without disputing each other, peacefully coexist), but a kind of philosophy of being, which, however, defines the essence of the Japanese way of life, its thinking and the rules of its behavior. Doesn’t it, philosophically sound the thought recorded in the Shinto commandments: “Act according to the laws of nature, sparing the laws of the society”?


Modern advertising "Pepsi".

That is, Nature, beauty and the naturalness of everything that surrounds a person, understanding that there is nothing superfluous or insignificant in nature is put at the forefront in Shinto, and this allows the Japanese to see even the smallest unprecedented beauty ...

It is this understanding of beauty that allows the Japanese to create it, while introducing into it something completely different, new, modern, but, of course, relying on all the same beauty.

An example is Japanese advertising.
Onomatopoietic words of the Japanese language that reproduce the sounds of nature (the voices of birds and animals, the splashing of the surf, the frenzy of thunderstorms, the rustling of foliage, the hum of the wind in the forest, the crunch of snow, the crackling of the fire, the noise of urban transport and actions performed).


Japanese "McDlonalds". Only Chinese is funnier ...

An element of advertising invented by the Japanese as “shizuru,” a visual and audible image, awakens physiological needs in the consumer, i.e. The viewer who watches the ad not only watches, for example, a steak is fried, but also hears the sound that comes from frying it (“ju-ju”), which leads the viewer to want to buy and eat this steak.

The advertising of thirst quenching person’s thirst is accompanied by the sounds of “goku-goku”; droplets of moisture flow into a glass of beer to the sounds of "fuwa-fuva"; Eating traditional rice ramen noodles takes place to the sound of “dzuru-dzuru”; cooking on live fire - to the sound of "gutsu-gutsu"; biting off something juicy - to the sounds of "hrum-m." But a person nibbles, for example, a slice of pizza, takes place in a visual (rather than sound) image, when you can see how thin strings of melted cheese are pulled to his lips ... Appetizing, isn't it? ..

Along with the visual and auditory images, Japanese advertising attaches great importance to color, because the color for the Japanese is a way of expressing the soul. Moreover, Japanese buyers believe that the essence of a product is love, and buying a product (that is, knowing its essence) is the same as falling in love! ..


The Japanese know that money needs to be done on everything!

In Japan, the red color was always banned in advertising of alcoholic beverages, but with the introduction of it on the label of Asahi beer, the company's sales level jumped sharply (the company, of course, drew attention to the red emblem of the Coca-Cola brand and did the right thing ...).

But with regard to some flowers in Japan there is still a “taboo”. So, for example, the Japanese never use shades of dark green in the color scheme of their packages (according to statistics, 27% of the population causes this color, excuse me, nausea), and in floor coverings it is pink (research showed that as if pink floors sag ...).


Everyone understands what they advertise? And the text is not needed, is not it?

According to the Japanese, the main thing in color is its “natural beauty”. They even believe that each element of nature has its own color. So, blue (“trees turning blue in the morning mist” is green) the color corresponds to their tree; red to fire; yellow (brown) - to the ground; white to metal; black - water.

These five colors (including their shades), according to the Japanese, express the whole nature, which the Siseido company very competently used in its new brand of Sinoado cosmetics, which suddenly became very popular with 2002.


Early advertising "Sisaydo". Who will tell you that "Shisheido" spit in his eyes! He is an ignoramus!

Siseido specialists understand blue (green) color as reason and wisdom; red as happiness, fate and life; yellow as worship; white as cleansing, peace and eternity; black as chaos, omnipotence, but also admiration. This color palette, in their opinion, allows us to know the harmony of nature. They are confident that the consumer will be able to know it in this way. Based on this, experts and promote their product (I must say that it is very successful).

Along with the main colors, they also widely use golden and silver colors, which can be seen on the elegant black and gold packages of this company.

Advertising specialists from Siseido, who work for export, and the fact that each country cooperating with it has its favorite colors, are not missing out. And, if, for example, marble-blue and marble-white shades are popular in China, then the packaging of cosmetic products of the company is represented by this color series.


This is a national motive in advertising "Sisaydo".

Everyone knows that Japan is a territorially poor country, as a result of which the Japanese are forced to “enter” outdoor advertising into the landscape of the city, making it their style of life: advertising adorns the gray streets of cities, creating a kind of comfort in the rapid pace of life of the Japanese.

Advertising is present in the shop windows, on the buildings of institutions, you can see it on transport.

A special place is occupied by a unique advertising "subway". At stations and junctions, static and audio forms of it are presented, and on the walls of tunnels huge advertising posters are a storyboard that is viewed from the car window of a moving train, like a video. This is the so-called "tunnel advertising".


This is an international motive in advertising "Siseido". Does your wife use Siseido? - and asks this look.

All types of advertising in Japan work very effectively and purposefully, “not letting” potential consumers of the goods they promote from their sight.


Well, where without sakura?

If people are the engine of historical progress, then advertising is the engine of commerce. Trade is an important source of income in the economic section of any country's budget. Its role is very important, and Japanese advertising specialists, understanding this, make it visible, “tasty”, effective.


And this is our Russian book about Japanese advertising, but unfortunately it was published in Germany ...

And yet, advertising is advertising, even if it is excellent, but the main thing in selling a product is its quality (there is nothing wrong with this in Japan). After all, consumer interest and purchasing power of the population depend on the quality of products.


By the way, the mentality of the Russians and the Japanese are in many ways similar. The Japanese also like Cheburashka, but the Americans do not understand his charms!
Author:
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  1. Same lech
    Same lech 21 February 2017 05: 56
    +6
    However, in the machine in Japan, you can even buy a car and ... live snails. Alive!


    Christmas trees, sticks will we ever live to see this in our country !!! belay

    AUUU in KREMLIN descend from heaven to earth ... stop feeding our oligarchs buying superyachts for $ 450 million.
    1. kalibr
      21 February 2017 07: 24
      +7
      But it struck me that in Spain in Barcelona, ​​if a person is ill, any taxi driver must take him to the hospital for free!
      1. ImPerts
        ImPerts 21 February 2017 09: 06
        +3
        It is right. But it’s unprofitable to pretend there.
        And we have:
        "The incident occurred on February 11. Then several men tried to rape a doctor who came on call to a man who allegedly had a hypertensive crisis."
        http://www.tvsar.ru/news/napadenie-na-feldshera-s
        koroi-pomoschi /
    2. Mikado
      Mikado 21 February 2017 09: 38
      +10
      because we have oligarchs with such yachts that the Lord has endowed our country with minerals. Here's something to produce your own - excuse me (well, I'm so, figuratively) request As far as I understand, ordinary Japanese plow like horses. And their work week is different from ours. Mentality s.
      Who will tell you that "Shiseido" spit in his eyes! He is an ignoramus!

      I’ll spit, of course, all the more, now there is a reason wink but in our country, I suspect, even the advertisement will say "Shisheido." For "Siseido" really reminds Russians about a woman’s breast, "Shizeido" - about a mental disorder, and such a product sounds "frivolous". lol "Doshirak" initially directly also as "Doshirak" is worn out. PR is PR! yes
      To the author - I read the article under a coffee maker with great pleasure! Vyacheslav Olegovich, thanks for the next colorful trip! Have a nice day, everyone! good drinks
      1. ruskih
        ruskih 21 February 2017 10: 15
        +8
        I also read an article with great pleasure under a coffee maker, but came to your comments and I understand laughing that drinking coffee and laughing at the same time is unsafe.
        Vyacheslav Olegovich, thanks !!!!
        1. Mikado
          Mikado 21 February 2017 10: 47
          +5
          you need to start the day with a positive! And laughter strengthens health drinks And the respected author once again broadened my horizons - now there are new words in my vocabulary wink remember how the former stupid Australian prime minister promised: "I will take Putin by the breast!" angry Phi, how rude! No. And the Japanese would put it much nicer: “We would like to touch Mr. Putin for a siseido” (we would smile and bow low at the same time). You must also be able to communicate kindly! drinks
        2. kalibr
          21 February 2017 11: 18
          +4
          You offend my author! Didn't he try? Did you write poorly? After all, mine are only photographs, as always, well, a cover from a book ...
          1. ruskih
            ruskih 21 February 2017 11: 23
            +2
            You offend my author!
            Your author is well done, good just making changes to the comment was late. love And I wonder what kind of snails there.
          2. Mikado
            Mikado 21 February 2017 11: 32
            +2
            we cannot offend him, since we didn’t have this in our heads either! And read with pleasure!
    3. Out
      Out 13 June 2017 13: 33
      0
      Damn, and here is advertising, why are you really something like an automatic machine with panties, it's like, damn it, let it smell health.
  2. ImPerts
    ImPerts 21 February 2017 06: 31
    +4
    That's what we lack for live snails and machines in the machine - competent advertising!
    Fedya, who is B., stop driving consumer goods, start advertising again!
  3. Amurets
    Amurets 21 February 2017 07: 33
    +10
    And yet, advertising is advertising, even if it is excellent, but the main thing in selling a product is its quality (there is nothing wrong with this in Japan). After all, consumer interest and purchasing power of the population depend on the quality of products.
    I recall the stories of Valentin Filatov about Japanese motorcycles and motorcycle advertising: << In Japan, during the tour of Filatov's "Bear Circus", the show was attended by the owners of the auto-motorcycle company "Takhatsu". After the performance, they came backstage to Filatov. After making sure that the bears and the motorcycles they rode on the arena were real, the sales representatives presented the trainer with several motorcycles from their company. “Let your miracle bears,” they said, “ride our cars.” >> The Japanese made small changes in their motorcycles and organized photo and film sessions, and the next day after the performance of Filatov bears on Japanese motorcycles, in many cities of Japan appeared advertisement: "Our motorcycles are so simple and reliable that Russian bears can ride them."
  4. parusnik
    parusnik 21 February 2017 08: 05
    +5
    Advertising is the engine of commerce ... But the brain endures ..
  5. Monster_Fat
    Monster_Fat 21 February 2017 09: 18
    +8
    Oddly enough, the Japanese respect two countries, the United States and Russia. USA because they defeated the Japanese in WWII. and the Russians are respected for the same thing (although they gave us a hack in the REV). The Japanese do not take offense at all for the fact that we treacherously attacked them in 1945 - after all, they did the same thing in their time and the Japanese military culture does not even have the concept of "treachery" - there is only the concept of "take advantage of the moment", And still, they now admire Russia like "Russia alone and against the rest of the world, oh, how is it in samurai!" ...
    1. Trapperxnumx
      Trapperxnumx 21 February 2017 13: 55
      0
      Excuse me, but can I ask, is this from your personal observations or from some kind of survey?
      1. Monster_Fat
        Monster_Fat 21 February 2017 14: 43
        +6
        Sometimes I talk with Yap. Sometimes I rush towards them from the Aleutian islands.
  6. Lelek
    Lelek 21 February 2017 10: 08
    +4
    (Author: Valery Dumnov)

    And what does this "author" do in VO? Besides marketing on a special portal, there’s nothing to talk about? Where are we going, damn it? fool
    1. kalibr
      21 February 2017 11: 14
      +4
      We, damn it, roll, fritters, in, cutlet, information field, salad and pasta!
  7. cedar
    cedar 21 February 2017 14: 05
    0
    And the secret of this most powerful, advertising weapon is outrageously simple ... Hiroshima, Nagasaki and Okinawa, studded with Amer military bases.
    They got such a vigorous kick, what happened to them, the "Japanese miracle" ... Do we need it?
    See the root.
    1. kalibr
      21 February 2017 14: 55
      +2
      The "Japanese miracle" did not happen because of this ...
      1. Anglorussian
        Anglorussian 22 February 2017 02: 37
        +1
        Recommended. To watch the film "slave factory." There about the Japanese miracle in detail.
    2. Greenwood
      Greenwood 21 February 2017 16: 28
      +3
      Quote: cedar
      "Japanese miracle"
      The Japanese miracle happened because the Japanese plow like damned, and do not scratch their belly on the couch with a beer, and the Japanese government really works for its country and economic development, and not for its pocket and offshore accounts.
      1. kalibr
        21 February 2017 17: 07
        +2
        This is one of the reasons, very important, but not the main one. Somehow the main one will be told ...
  8. Greenwood
    Greenwood 21 February 2017 16: 30
    0
    Author, you have a mistake. The photo with the Putin restaurant was made in China: either in the "Russian" quarter of Beijing Yabaolu, or in one of the border trading towns, where the population is fluent in Russian and has a lot of inscriptions in Russian.
  9. cedar
    cedar 21 February 2017 17: 52
    0
    Quote: kalibr
    The "Japanese miracle" did not happen because of this ...


    Yes. But ... in the conditions and atmosphere of this ...
    And to this day, the occupation and lack of sovereignty, very specifically affect the historical path of Japan.
    Without the US occupation, Japan would have shown us not an Americanized, but a really Japanese miracle.
    See the root.
    1. kalibr
      21 February 2017 21: 24
      +2
      In 1950, the Japanese economy was on a par with the economy of Egypt. But the American scientist Moses Juran went to Japan and convinced local businessmen that they were very lucky that the Americans destroyed 80% of their industry and housing with their bombing, and now they are waging war in Korea. It’s expensive to bring damaged cars to the States. You need to take loans and ... start producing 20% ​​of the most modern and necessary goods, and get 80% of the profit for them, that is, put into practice the Pareto principle. Which was done. Already in 1975, Japan reached the world level of production, and in the 85th it surpassed the United States in the production of cars. This is all Pareto’s law, but not your root at all ... Which, to be honest, you are already sick of.
  10. Moskovit
    Moskovit 21 February 2017 21: 05
    0
    Restaurant Putin from China
  11. ALEA IACTA EST
    ALEA IACTA EST 21 February 2017 21: 22
    0
    For example, the Japanese never use shades of dark green in the color scheme of their packages (according to statistics, 27% of the population causes this color, sorry, nausea)

    Every fourth Japanese "mows" from the service? lol
  12. Glory1974
    Glory1974 22 February 2017 00: 02
    +1
    Am, for example, you can meet (not in the very sight and not on the main street) but you can, vending machines for used women's panties. Many schoolgirls and students earn this and not bad! In the morning they go to schools or colleges, go to special shops and ... change old linen to fresh. And the old owner packs, indicates the wearing period and in the machine! Someone comes and buys!


    Very peculiar sexual culture.
    They also have a lot of handles in public transport to hold hands, and all men are required to hold on to them with two hands. If someone does not hold, it means that he is definitely trying to touch someone for a siseido or much lower.
    1. kalibr
      22 February 2017 10: 19
      +3
      Yes, co-lovers' clubs operate freely, but at the same time, 12 attacks per year in 2012 on children were perceived as a national tragedy: “What a hit!” Tokyo is a metropolis, the safest city for children. Five-year-olds go to school by metro and bus alone. But in Norway ... 40.000 completely legal pedophiles ... In my opinion, it would be better if people sniff their worn panties!
      1. Glory1974
        Glory1974 22 February 2017 13: 36
        +1
        it’s better to let people sniff out used cowards!


        Yeah, you can’t argue here.
    2. Mikado
      Mikado 22 February 2017 15: 58
      +2
      If someone does not hold on, then he is definitely trying to touch someone for a siseido or much lower.

      I'm afraid to assume: is this a siseido with the letter "pi"? lol oh playful samurai hands! angry
      Happy Holiday! drinks
      1. Glory1974
        Glory1974 22 February 2017 18: 59
        0
        I'm afraid to assume: is this a siseido with the letter "pi"?



        laughing
  13. cedar
    cedar 22 February 2017 07: 24
    0
    Quote: kalibr
    In 1950, the Japanese economy was on a par with the economy of Egypt. But the American scientist Moses Juran went to Japan and convinced local businessmen that they were very lucky that the Americans destroyed 80% of their industry and housing with their bombing, and now they are waging war in Korea. It’s expensive to bring damaged cars to the States. You need to take loans and ... start producing 20% ​​of the most modern and necessary goods, and get 80% of the profit for them, that is, put into practice the Pareto principle. Which was done. Already in 1975, Japan reached the world level of production, and in the 85th it surpassed the United States in the production of cars. This is all Pareto’s law, but not your root at all ... Which, to be honest, you are already sick of.


    Do you have children? If there is, tell them your tales. "I went, I convinced." Convinced the Japanese "Kid" and "Fat Man". In 1950, Japan was already five years old, as it was occupied by American troops. The occupation power dictated its conditions then, and it dictates now.
    For some reason, this your babble of yours with a claim to scholarship has not bothered me ...

    "See the root." Kozma Rods.
    1. kalibr
      22 February 2017 10: 07
      0
      And another couch connoisseur from Shukshin’s story “Cut off”? It has long been noted that the more ignorant a person is, the more stubborn he is in his ignorance. You can say they’re descending to him, he would be glad that there are people who are trying to convey something to him, and he’s reared up. Well ... apparently there's nothing to be done about it.



  14. cedar
    cedar 22 February 2017 10: 32
    0
    Quote: kalibr
    And another couch connoisseur from Shukshin’s story “Cut off”? It has long been noted that the more ignorant a person is, the more stubborn he is in his ignorance. You can say they’re descending to him, he would be glad that there are people who are trying to convey something to him, and he’s reared up. Well ... apparently there's nothing to be done about it.


    Descend to your students, read them do not re-read your textbooks ...
    I am sure that little is written about Westernization of Japanese culture in your textbooks, if at all, and judging by how you move away from this historical fact, your students will never know about two atomic burns on the face of Japan. Textbooks are usually a conjunctural thing, especially in the era of a market economy ...
    It seems to ripen to the root - this is not yours and not your students ...
    1. kalibr
      22 February 2017 12: 13
      0
      You can read them quite freely, and not guess. On Japanese advertising, the textbook was published not only in Germany, but also in Russia. And there it is written in black and white what terms and methods of work are taken by the Japanese from the same British and Americans. Terminologically, a lot of them have been borrowed "from there" and no one denies this. True, the one that came out in Russia is already all sold out. Well, a German textbook, he is a copy of ours, can still be freely ordered. He is in Russian ... And then you won’t have to guess. You can just know everything! Including himself to determine the degree of market conditions. And then somehow it turns out stupid, as with Pasternak - "I have not read it, but I condemn it!"
  15. dokusib
    dokusib 23 February 2017 08: 26
    0
    How much did the author receive from Siseido for covert cosmetics advertising on the eve of March 8 on the portal, 90 percent of whose readers are men? laughing
    1. kalibr
      23 February 2017 08: 45
      +2
      Is it hidden? It is completely clear and undisguised - and posters and names! And not only cosmetics, but also Asahi beer. But for those who like to count in someone else’s pocket I’ll say - not at all! 35000 people are registered on the site, although there are a lot of views. But for this company, it's ... a drop in the bucket. So no one offered anything to anyone, and received no money. Otherwise, not only this article would appear here, but also the advertisement of this company itself. Then money would be really good! But just as the Kalashnikov group does not pay for articles on the VO about its machine, the Japanese do not pay for articles about their advertising. There is a concept of target audiences and HE is not among them.
  16. Region-25.rus
    Region-25.rus 24 February 2017 15: 27
    0
    God save me once again to watch Japanese TV for two weeks in a row! For ..... my brain can’t stand it anymore! )) Amen! lol wassat
  17. kytx
    kytx 24 February 2017 17: 24
    0
    Too much Shpakovsky in VO.