Chapters authored
Examining the Structures and Textures of Gender-Based Japanese Advertisements
For the non-Japanese native speakers, including foreigner Japanese learners, watching a Japanese advertisement commercial (CM) can be entertaining due to their unique language and visual presentation. There are some Japanese commercials based on display, for example, the 2D advertisements in magazines or posters and the 3D video-based advertisements accompanied by side comments that can always be seen on YouTube videos. This research is based on Japanese commercials (CMs), in the form of YouTube videos, with the same product types but showing gender differences for men and women. Thus, the main research objective is to examine the structure and texture of Japanese commercials (CMs) in terms of how they market the same product type for both men and women. This research has find that most of the Japanese advertisements for men’s products use a more straightforward style of speaking with an opening and closing commercial structure, and there is a short description of the commercial content. Advertisements for women’s products, meanwhile, are more varied in their opening, closing, and content, as well as in the product introduction and narration. The tenses used in men’s products usually contain present tenses and imperative sentences, which are also prominent. While some advertisers typically use the present tenses for women’s products as well as men’s products, they also use past tenses and different Japanese dictionary formats. Proper sentences also used in the advertisements for women’s products. As for lexicon, or word choice, used for men’s products, only zo and ore are used. The lexicon in women’s products, meanwhile, is more varied with kashira, wa, wayo, wane, no, noyo, none, koto, and kotoyo that being used. For advertisements with high selling power, the structure comprises just an opening and closing, and they are more straightforward and less wordy.
Part of the book: Creativity