By Mike Rogers, MarketingJapan, Universal Vision Ltd., and Smart Research
& James Santagata, Principal Consultant, SiliconEdge
TV as a Mirror of Society
I met the boss of the biggest international television network in the world the other day. He is a Canadian. He travels all over the world and, because he is in the TV business, he told me that one of his favorite things to do in every country was to judge by TV commercials what things were important to that particular society.
Japan's TV commercials? Insurance for this or that; home sales; automobiles; financial instruments and plans; candy, cosmetics, fast food... Companies like Zurich, Sekisui, Kanebo.... Japanese commercials that soft sell and are emotive commercials.
I think that's right.
He also told me that he was "astounded" by just how many over the counter drug medication commercials there were on US TV all the time. US TV commercials? Drugs, Cholesterol, Machismo ("my ding-a-ling is bigger than yours" commercials); fast food; commercials to make your dick hard, make it soft, put you to sleep, keep you awake, lower blood pressure, lose weight; not to mention commercials galore for people with extreme anxiety and panic attacks.
Oh, and don't forget the side effects disclaimers! Cholesterol, etc
Why is the USA this way? It wasn't that way 50 years ago, was it?
Here's one piece of anecdotal evidence: Japan has its problems too, but here is something that will drop the jaws of all Americans...
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