Much academic research has been devoted to the impact of culture on advertising. Researcher Tamotsu Kishii identified seven characteristics that distinguish between Japanese and American creative strategy. Briefly describe those characteristics

Question

What will be an ideal response?

Answer 1

The seven characteristics outlined by researcher Tamotsu Kishii show how Japanese ads differ from the American ads which can be summarized as follows: (1 ) indirect forms of expression are used in Japan where many television ads do not mention what is desirable and let the audience judge for themselves; (2 ) there is often little relationship between advantages content and the advertised product; (3 ) in the Japanese culture, the more one talks, the less others will perceive him or her as trustworthy, so only a brief dialogue or narration is preferred; (4 ) humor is used to create a bond of mutual feelings and not to dramatize others in a humorous way; (5 ) famous celebrities appear as close acquaintances or everyday people; (6 ) priority is placed on company trust rather than product quality. Japanese tend to believe that if a company is large and has a good image, the quality of its products should also be outstanding; and (7 ) the product name is impressed on the viewer with short and brief commercials.