Japanese advertising is really worth learning

When talking about Japan, the first thing that comes to mind is definitely not advertising.

However, friends who like Japanese dramas must know that Japanese advertisements are very beautiful.

Today, I would like to talk to you about Japanese advertising and explore the reasons behind its success.

Copywriter

Copywriting is the soul of advertising. Before talking about advertising, let’s first talk about Japanese advertising copy.

In terms of form, most Japanese copywriting is very short. This is probably because Japanese copywriters are deeply influenced by traditional culture of haiku, thus leaving a minimalist mark in their daily creations.

From the content point of view, the most notable feature of Japanese copywriting is that it likes to instill in readers great truths such as dreams, passion, and persistence. This kind of copywriting idea, which is full of positive energy, is what we usually call "being thoughtful".

Once the copy is written with heart, the reader's brain will secrete some exciting chemicals, which are beneficial to making people happy and boosting their spirits. After reading it, the reader will have a good impression of the brand.

Why do I feel like he is so scheming? I feel like I have been tricked. But strangely, Japanese copywriting does not offend people. It is so pretentious that you don't feel it; it is very delicate, sincere, simple and very touching.

Let’s take a look at a set of advertising copies and see if any of them appeal to you.

The first dinner

At the table we

The first encounter

The ups and downs of life

Between the hands

Put in good wishes

Then put your hands together

Say "I'm going to start"

design

After talking about the copy, let’s take a look at the design.

Since school days, graphic design textbooks have been filled with various Japanese design works.

Unevenness, simplicity, loneliness, nature, mystery, transcendence and tranquility are the characteristics of their designs.

Remove the gorgeous

Simple things are born

Express your true self

Beyond customs and traditions

Freedom from rules and restrictions

True innovation

Silence, quiet, blissful solitude

From mind, body and environment

Remove clutter and noise

As an oriental culture, Japanese design can still maintain its unique aesthetic and develop a unique design style under the powerful cultural output of the West, which then influences the surrounding countries. This is truly remarkable.

Japanese contemporary design, whether it is products or avant-garde art, interprets the unique delicacy of Eastern culture and its reflections on human nature.

Anti-classic and anti-tradition

We are in the information age and receive too much information. Most of the things that attract attention are perfect and noble, such as celebrities. However, perfection for a long time will cause aesthetic fatigue, so losers appear.

The same goes for advertising. The unchanging perfection has made people bored. Everyone has begun to pay attention to some personal things, some rogue, some interesting, some unorthodox, and yet friendly. Such things can easily resonate with modern people.

For example, in the following advertisement, the star steps down from the altar and gets rid of the image baggage, making the advertisement magical and interesting.

At the beginning of the advertisement, the male protagonist shows off his muscles in public with his chest exposed. Whether he is eating or robbing, he never forgets to show the results of fitness to the people around him.

Coupled with the perfect soundtrack, the shaking of the huge muscles is matched with the rhythmic drum beats, and there is no sense of incongruity until the fitness center's slogan pops up.

Creativity: Strong taste, big imagination

Japanese advertisements often give people a feeling of "although they are interesting, I have no idea what they are trying to express". Rather than using slogans to present products, Japan pays more attention to using rich imagination and creativity to present products. This is the Japanese version of "soft selling".

The Japanese, who are always rigorous, always amaze people with their advertising creativity. If Thai advertising is a mudslide, then Japanese advertising is the lunatic of the advertising world!

Japanese miso soup ad redefines "kawaii".

This creative advertisement was produced by Dentsu. Although the style is different, it is rich in imagination and well-made. The finished product is really eye-catching and is definitely worth watching.

In the end, we don’t care that “kawaii” represents youth, innocence, and purity. We really want to see what the Japanese creative minds have in mind…

Emotional card: insight into human nature, touching the tear point

Japanese advertisements can switch freely between heavy-taste and fresh styles. There are many advertisements that make people laugh and cry, and they are also very powerful when playing the emotional card.

The old clichés such as "dream", "life" and "perseverance to the end" are packaged with unique Japanese visual processing and passionate music. The difficult truths are as easy to consume as warm water.

For example, this commercial for "The One Who Cheers You Up":

From the moment of birth, how much blessings and support will a person receive in his life?

Sometimes in life you will get hurt, sometimes in life you will want to cry. At this time, just forget everything and jump over your worries. No matter what others say, life is wonderful.

This is the 2014 corporate image advertisement of Japan's KIRIN Beer. It tells the growth story of Japanese international football player "Shinji Kagawa" directly from a first-person perspective! The 2-minute film has a clear structure, starting with the birth of a child and then introducing delicate details of life. Every scene transition is filled with friendly smiles and caring words from others, full of positive energy.

Author: Internet

Source: Internet