transparent.gif (49 bytes) top_navi1_on.gif (308 bytes)top_navi2_off.gif (713 bytes)top_navi3_off.gif (608 bytes)top_navi4_off.gif (350 bytes) transparent.gif (49 bytes)
pages_logo1.gif (206 bytes)
pages_logo2.gif (1699 bytes)
ei_illu_verti_navi.gif (3139 bytes)
verti_navi_off.gif (74 bytes)
Synopsis
verti_navi_on.gif (74 bytes)
Archives
verti_navi_off.gif (74 bytes)
Volume 1999
verti_navi_on.gif (74 bytes)
Volume 2000
verti_navi_on.gif (74 bytes)
Volume 2001
verti_navi_off.gif (74 bytes)
Volume 2002
verti_navi_off.gif (74 bytes)
Volume 2003
verti_navi_off.gif (74 bytes)
Volume 2004
verti_navi_off.gif (74 bytes)
Volume 2005
verti_navi_off.gif (74 bytes)
Volume 2006/2007
verti_navi_off.gif (74 bytes)
Volume 2008/2009
verti_navi_off.gif (74 bytes)
Thematic Issues
verti_navi_off.gif (74 bytes)
Copyright
VOLUME 2 (2000), ISSUE 4  (WINTER)

 

"ADENTITY" : IMAGES OF SELF IN JAPANESE TELEVISION ADVERTISING

TODD HOLDEN

 

SUMMARY

This article focuses on the presentation of Japanese cultural identity in contemporary Japanese advertising - what the author calls "adentity". Applying qualitative content analysis to a pool of over 5,000 television advertisements culled over the last decade, Todd Holden argues that Japanese identity is mediated in a large number of ways through commercial communication.

Disputing the often "homogenous" label pinned on Japanese society and its people, this analysis suggests that contemporary Japan is far more heterogeneous than one might reasonably expect. Identity in commercial communications is not just about "we Japanese" any more. Increasingly, messages of identity are about the personal search, encouraging individuals to find their own way, to live for themselves, to seek, express and receive affection, to become more self-centered and personally goal-directed.

Such themes reflect a departure from the past - where identity was often mediated by the group and/or conferred by products. Multiplied, and reproduced in numerous situations in conjunction with a variety of stars and social practices, such messages possess the potential to reorient members of Japanese society in ways that already appear to be emergent in the larger life world. The author suggests that such "adentifications" carry the prospect of exerting considerable sociological effect on the Japanese nation and its culture in the years to come.

KEYWORDS

Identity - Television - Advertising - Japan

AUTHOR'S PRESENTATION

Todd HOLDEN is a Professor at the Graduate School of International Cultural Studies, Tohoku University, Sendai, Japan.

COPYRIGHT

All work published in The International Scope Review is subject to copyright and may not be reproduced, in whole or in part, in any manner or in any medium - unless written consent  is given by The Social Capital Foundation represented by its President, unless the author's name and the one of The International Scope Review as the first publication medium appear on the work or the excerpt, and unless no charge is made for the copy containing the work or excerpt.

Any demands for obtaining consent for reproduction should be sent to  lawyer@socialcapital-foundation.is

DOWNLOAD (That will display the Acrobat Reader Plug-in in your browser window. to come back to this page , press the BACK button in the toolbar of your browser.)

get_acrobat_reader.gif (712 bytes)

Attention, this document is an Adobe Acrobat document.
You will need to download the Acrobat Plugin to view it.

BACK TO CONTENTS


 

 Copyright  The Social Capital Foundation 1998-2006, All Rights Reserved

[ top ]