Heindrichs, Tracy Isabelle Lucia Maria (2019) (Re)branding Tokyo: coexisting views of Tokyo in the Tokyo 2020 audiovisual advertising campaign. MRes thesis. https://theses.gla.ac.uk/41169/ Copyright and moral rights for this work are retained by the author A copy can be downloaded for personal non-commercial research or study, without prior permission or charge This work cannot be reproduced or quoted extensively from without first obtaining permission in writing from the author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Enlighten: Theses https://theses.gla.ac.uk/
[email protected] (Re)branding Tokyo: coexisting views of Tokyo in the Tokyo 2020 audiovisual advertising campaign Tracy Isabelle Lucia Maria Heindrichs Submitted in fulfilment of the requirements for the Degree of Film and Television Studies (MRes) School of Culture & Creative Arts College of Arts University of Glasgow October 2018 ãTracy Heindrichs, 1/10/2018 2 ABSTRACT This dissertation focuses on the image of Tokyo, Japan’s capital, within a Japanese and international context in the run-up to the Tokyo 2020 Olympic and Paralympic Games. The aim of this work is to determine how and why Tokyo is simultaneously branded and rebranded in the audiovisual campaigns surrounding the event. After a historical contextualisation of Tokyo within Western and Japanese narratives, Tokyo’s past images are analysed. As Chapter One shows, Japan’s past depictions of Tokyo are negative, seen as Tokyo was associated with Westernisation and occupation.