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University of Oklahoma Graduate College an Analysis of Japanese Tv Commercials That Feature Foreign Celebrities

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University of Oklahoma Graduate College an Analysis of Japanese Tv Commercials That Feature Foreign Celebrities UNIVERSITY OF OKLAHOMA GRADUATE COLLEGE AN ANALYSIS OF JAPANESE TV COMMERCIALS THAT FEATURE FOREIGN CELEBRITIES: A CONTENT ANALYTIC AND INTERVIEW APPROACH A Dissertation SUBMITTED TO THE GRADUATE FACULTY in partial fulfillment of the requirements for the degree of Doctor of Philosophy By MICHIKO YAMADA Norman, Oklahoma 2005 1 UMI Number: 3152839 UMI Microform 3152839 Copyright 2005 by ProQuest Information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor, MI 48106-1346 AN ANALYSIS OF JAPANESE TV COMMERCIALS THAT FEATURE FOREIGN CELEBRITIES: A CONTENT ANALYTIC AND INTERVIEW APPROACH A Dissertation APPROVED FOR THE DEPARTMENT OF COMMUNICATION BY Dr. Eric M. Kramer, Chair Dr. H. Dan O’Hair Dr. Todd Sandel Dr. D. Lawrence Wieder Dr. Catherine Hobbs 2 Copyright by Michiko Yamada 2005 All Rights Reserved. 3 Acknowledgments I want to extend gratitude to all of my committee members, Dr. Kramer, Dr. O’Hair, Dr. Wieder, Dr. Sandel, and Dr. Hobbs, for their supportiveness and worthy feedback. I especially thank my chair, Dr. Kramer, for his helpful advice and constant support. I also thank my family, especially my parents and my grandmother, for their continuous support, and I want to dedicate this dissertation to them. My parents’ encouragement helped me finish my degree, and to them, I am thankful to be your daughter. I also wish to dedicate this dissertation to my late grandfather, , who always loved me but couldn’t see me graduated. Thank you also, to all of my friends in the US and Japan. Your friendship meant a lot to me, thank you for all you have done. iv TABLE OF CONTENTS CHAPTER ONE Introduction------------------------------------------------------------------------------- 1 Advertisements in Japan and the United States----------------------------- 6 CHAPTER TWO Advertisements in Japan History of Advertising in Japan ---------------------------------------------- 9 Academic Interest in Advertising Analysis --------------------------------- 12 Japanese Television Commercials with Foreigners Foreignness Foreign Elements ------------------------------------------------------ 13 Foreigners -------------------------------------------------------------- 16 Celebrities in Japanese TV Commercials -------------------------------------------- 20 Advantages to Having Celebrities Appear in Advertisements in Japan -24 Disadvantages to Having Celebrities Appear in Advertisements in Japan - ------------------------------------------------------------------------------------- 26 Western Celebrities in the Japanese Television Commercials History of Japanese TV Commercials with Western Celebrities -------- 28 Studies about Western Celebrities in Japanese Advertisements --------- 32 Japanese Reasons to Use Western Celebrities ------------------------------ 37 Reasons for Western Celebrities to star in Japanese Television Commercials -------------------------------------------------------------------- 43 CHAPTER THREE Research Methodology Semiology/Semiotics ---------------------------------------------------------- 47 Semiotics by Peirce --------------------------------------------------- 48 Semiology by Saussure ----------------------------------------------- 48 Semiology by Barthes ------------------------------------------------ 52 Commercial Techniques ------------------------------------------------------ 55 Camera Shots ---------------------------------------------------------- 56 Presentation of a Film ------------------------------------------------ 59 Elsereine Cosmetic Commercial with Pierce Brosnan -------------------- 60 Semiology of Advertising by Williamson ---------------------------------- 62 Aristotle’s Ethos, Logos, and Pathos ---------------------------------------- 69 Interviews ----------------------------------------------------------------------- 70 Procedure Video Analysis ----------------------------------------------------------------- 72 Pertaining to the Sample ------------------------------------------------------ 78 Interviews ----------------------------------------------------------------------- 85 CHAPTER FOUR Semiological Analysis A Shampoo Commercial with Catherine Zeta-Jones Description ------------------------------------------------------------- 90 Semiological Analysis ------------------------------------------------ 93 v A Car Commercial with Anthony Hopkins Description ---------------------------------------------------------97 Semiological Analysis --------------------------------------------99 A Green Tea Commercial with Meg Ryan Description -------------------------------------------------------- 103 Semiological Analysis --------------------------------------------106 A Car Commercial with Jennifer Lopez Description ---------------------------------------------------------112 Semiological Analysis --------------------------------------------115 A Cosmetics Commercial with Madonna Description -------------------------------------------------------- 119 Semiological Analysis --------------------------------------------122 A Coffee Commercial with Tiger Woods Description ---------------------------------------------------------125 Semiological Analysis ------------------------------------------- 127 English School Commercial with Ewan McGregor Description ------------------------------------------------------------- 130 Semiological Analysis ------------------------------------------------ 131 A Car Commercial with Leonardo DiCaprio Description ------------------------------------------------------------- 135 Semiological Analysis ------------------------------------------------ 136 A Car Commercial with Kevin Costner Description ------------------------------------------------------------- 139 Semiological Analysis ------------------------------------------------ 140 A Jeans Commercial with Brad Pitt Description ------------------------------------------------------------- 143 Semiological Analysis ------------------------------------------------ 145 A Jeans Commercial with Takuya Kimura Description ------------------------------------------------------------- 148 Semiological Analysis ------------------------------------------------ 154 Mythological Explanations for Using Western Celebrities in Japanese TV Commercials ----------------------------------------------------------------------------- 156 CHAPTER FIVE: RESULT Demographic Analysis ------------------------------------------------------------------162 Interviews ---------------------------------------------------------------------------------166 History of Japan’s West ------------------------------------------------------- 168 Global Appeal of Hollywood Movies and Western Music --------------- 171 The Meaning of Western Celebrities in Japanese TV commercials Commercials with Celebrities Why commercials with Celebrities are Popular in Japan ----------------------------------------------------------- 173 Branding ------------------------------------------------------- 177 Appeal --------------------------------------------------------------------------- 180 Scarcity Value -------------------- ------------------------------------ 180 Global Recognition --------------------------------------------------- 185 A Lot to Talk About -------------------------------------------------- 189 vi Weak Appeal Scarcity Value --------------------------------------------------------- 192 No Difference ---------------------------------------------------------- 193 Bubble Burst ----------------------------------------------------------- 196 They Still Have an Appeal -------------------- ------------------------------- 197 “Cool”ness and the Hottest Topic -------------------------------------------- 202 Admiration of the West/Whites ---------------------------------------------- 203 The View Toward Blacks ----------------------------------------------------- 209 The View Toward Non-Westerners Non-Western Foreign Celebrities ----------------------------------- 210 Non-celebrity, Non-Western Foreigners --------------------------- 212 Reasons for Creators to Use/Not Use Western Celebrities Advantages to Utilize Celebrities for Creators and Clients -------------- 213 Reluctance for Creators to Use Western Celebrities ---------------------- 214 “Effective” Commercials ----------------------------------------------------- 216 Reasons for Western Celebrities to Be in Japanese Commercials --------------- 220 Western Celebrities Who Never Appear in Japanese Commercials ---- 225 Conclusion ------------------------------------------------------------------------------- 226 CHAPTER SIX Discussion------------------------------------------------------------------------------- 229 Comparison of Japanese and American Hollywood Celebrities in TV Commercials Art and Pop Culture----------------------------------------------- 231 Reasons for American TV Commercials Not to Have Japanese Celebrities--------------------------------------------------------------- 234 Limitation of the Study Difficulty Making a General Statement --------------------------- 240 Vagueness of the Interview Question/Category ------------------ 241 Future Research ---------------------------------------------------------------- 243 Reference ------------------------------------------------------------------------------------------ 248 Footnotes ------------------------------------------------------------------------------------------
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