Japan

The Japanese approach to advertising, Dru notes, is also distinctive and reflective of that culture. The Japanese have a need for spirituality to make their lives meaningful. Advertisements try to address this need. Thus a renovated store announces that it has re-opened with an advertisement that carries the punch line, 'Discovering Yourself'. The stunningly beautiful visual portrays a six-month-old baby swimming in water. The message conveyed is that it is beautiful to aspire for something as elevating as self-discovery. There are usually no themes that stress competitiveness.

At the same time, Japanese advertising is imaginative. The message is conveyed in a non-obvious, elegant manner that enables the recipient to feel serene and uplifted. It is also conveyed symbolically and metaphorically. Commercials often show sequences of beautiful images which when taken together communicate an entire sentence or even a theme. An individual totally alien to the Japanese culture may be unable to derive the intended meaning of an advertisement. The images have been combined in a sequence that relates directly to the Japanese experience and therefore has to be understood in context. The highly appreciated advertisements have inherent harmony.