A. Guttmann
Research Lead covering media
Advertising in Japan - statistics & facts
The advertising industry plays a vital role in the Japanese economy as product cycles tend to be very short in many cases and there is severe competition for the attention of consumers. Creativity is key in this environment: Instead of selling the benefits of new products, Japanese advertisements are said to focus more on establishing an emotional and memorable connection with the audience. Next to novel aesthetics and catchy music, one important factor in this regard is the use of celebrities, mascots, and even fictional characters, such as popular manga and anime characters, which enable advertisers to capitalize on already established emotional bonds.
