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

1. CREATIVE in JAPAN
History of modern Japanese creative media

2. 1960’s
Dawn of the creative industry
Energy Revolution
Change of the Industrial structure
Birth of Color TV
TOKYO Olympics 1964

3. TOKYO OLYMPICS
An epoch in graphic Japanese advertising.It was the
first mass mixed media collaboration for the Japanese
creative industry.

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.

7. 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.

8. Three Sacred Treasures
TV

11. Three Sacred Treasures
CAR

13. Three Sacred Treasures
AIR CONDITIONER

14. Corporate Ads of 1960’s
This tape’s length is same as GENJI MONOGATARI’s
11th century JAPANESE LITERATURE

15. Creative Industrial scene.
Key word “MORETSU” (furious)
Advertising encourages consumers
to be ambitious and furious.

16. 1970’s
OIL SHOCK
Mass Consumption Society
Bloom of the Youth Culture
Decade of Passion

17. 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.

18. Male cosmetics

19. CAR
Many car ads tried a Graphical
approach

22. CAR
Many car ads tried a Graphical
approach

23. Youth marketing

28. Consumer Electronics show off their technological edge

30. 1980’s
Decade of Concept
Sophisticated Information Society
Internationalized Society

31. Creative Industrial scene.
Advertisers try to excite consumers’ intellectual
curiosity. But consumers can’t always recognize
what’s for sale.

32. Copywriters are in the spotlight

34. Women’s sexuality is used to sell to women
themselves

35. Internationalization

39. MTV influence

43. 1990’s
Collapse of bubble economy
Economic depression
Decade of digital

44. 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.

45. Digital Design

48. VFX in Advertisement

51. 2000’s
Decade of New Media
Stratified society
IT Influence
Digital home appliances

52. 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.

53. Reaffirmation of our own culture

54. Aggressive competition of mobile phones

61. Car companies brand themselves.

63. Internet advertisement

67. 2010’s

68. Decade of global
Good quality creative has
no nationality...

69. FIN