Advertising in Japan
Elmentve itt :
| Szerző: | |
|---|---|
| További közreműködők: | |
| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | advertising collectivism consumerism Japan marketing communication strategy soft sell |
| Online Access: | http://dolgozattar.uni-bge.hu/44125 |
| Kivonat: | The thesis explores the unique points in Japanese advertising, from the birth of mass consumerism in the country until the internet era of today. Examining how and why soft-sell has become the preferred marketing strategy in Japan. I will expand on how the Japanese advertising company Dentsu created viable ways to communicate with consumers in a world where information overflow is the norm. Lastly, I will present a study on why celebrities appear so frequently in Japanese television commercials compared to Western countries, using Hofstede's Cultural Dimensions. |
|---|