Masters Theses

Date of Award

12-1987

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Ron Taylor

Committee Members

Michael W. Singletary, Michael Stankey

Abstract

The purpose of this study was to; (1) analyze the popular images of the West and Westerners among the Japanese, using Japanese magazine advertising as an index of cultural stereotypes, and (2) provide an explanation of why the Western image is so prevalent in Japanese advertising and an indication of which product categories are associated with its use.

Content analysis was conducted on a purposeful sample of 160 Japanese magazine advertisements drawn from twenty-three issues of two Japanese monthly periodicals between January 1977 and February 1982. The advertisements were coded for: (1) the magazine, month, and year in which they appeared, (2) the category of product advertised, (3) the category of Western content used to promote the product, and (4) product origin. Each advertisement containing Japanese advertising copy was independently translated by one of three Japanese interpreters.

Findings indicated that Western text is used in Japanese magazine advertisements primarily for aesthetic, contemporary, and international appeal. The majority of Western text is used in advertisements for Japanese and American consumer durable product categories such as household goods, clothing, and jewelry. Western models and celebrities are used most notably in Japanese magazine advertisements for European alcoholic beverages, as well as other consumer non-durable product categories associated with image, luxury, and status. The images of Western art and literature are used mainly in alcoholic beverage advertisements as an expression of sophistication, value, and exclusivity. Advertisements in which American or European historical figures are used to promote a product reveal many traditionally held Japanese beliefs about Western society. There is evidence that Britain is seen as a country of deeply-rooted traditions, nobility, wealth, and craftsmanship. Japanese magazine advertisements depict France as a nation respected for her sophistication, cultural refinement, and superior judgement. Findings indicate that Americans are portrayed as powerful, heroic, innovative, and rational. Products of Western origin are characterized by their authenticity, tradition, craftsmanship, and technology.

The researcher concluded that Japanese copywriters have used magazine advertising to reinforce a Japanese stereotype of Western cultural superiority.

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