So, the plan I originally had in mind was to analyze an advertisement for a Japanese Homestay group. That was when the familiar phrase, 'OH!NIKKO' jumped back into my mind, and made me decide to analyze it instead.
(Photo courtesy of my friend Travis's fb account.)
During the short time 2 summers ago when I was in Japan, my group of friends and I often saw this 'OH!NIKKO' advertisement in train stations near Tokyo.
This ad, in the most basic sense, is geared to bring more tourism to Nikko.
Looking at the background in the advertisement, you can see a lush green forest interspersed with waterfalls. From researching Nikko a bit, it seems that it is known for both its temples and greenery, and as this ad was around in the middle of summer, Nikko would have definitely been green and relaxing at the time, a lure for people looking for somewhere to take some time off at, and signifying Nikko as an attractive place to vaction.
However, what I find to be the most striking part of the advertisement is the happy (and unsettling) mannequin family. We have Mama, Mikey, and Papa, all whom seem to be thrilled at the prospect of Nikko. Mama tells Mikey about how Nikko received 3 stars in the Michelin Green Guide, Mikey is surprised at this, Papa confirms, and also adds a few things I'm not good enough to translate yet.
Now, the Michelin Green guide, as I found out today, is a tourism guide, and 3 stars is the highest ranking that can be given to a specific location. So, again, we see an appeal to possible tourists.
The mannequin family also seem to have an obnoxious tourist-like air about them, which is what makes them fun, and likable. They seem overly happy, appear to be a foreign family with names to match, and serve as a nice parody to a stereotypical family. The tourist vibe of the mannequins also causes the viewer to associate being in Nikko with tourism, consequently giving the viewer thoughts of themselves as a tourist in Nikko. Although they are a little creepy and weird, this aspect also makes them eye-catching, memorable, and funny. Designers of the ad most likely intended to make them so over the top so that viewers would realize that they are one big, happy joke, promoting good feelings about Nikko while also associating it with tourism.
I definitely would not have remembered this advertisement had it not been for the happy family of mannequins. Together with the bold, rhyming (and thus easier to remember) 'OH!NIKKO' at the top of the advertisement, and the beautiful background scenery, the advertisement works to make the idea of tourism in Nikko memorable.
I also feel that this advertisement was aimed at both foreigners and everyday people in Japan. Being positioned mainly around the Tokyo area where there are more busy train stations, it was seen by both groups of people. For foreigners who generally cannot read Japanese, it plainly states 'NIKKO', in big, bold letters, and gives off this 'crazy Japanese' vibe, which dually acts as a parody to the Japanese, as the mannequins are really crazy foreigners. This simultaneously appeals to both groups. In fact, two of my friends whom I met in Japan actually went to Nikko solely due to this advertisement. I also happened to remember this advertisement from a year and a half ago for this blog, both of which I think attests to its memorability.
Overall, an effective, memorable, and fun tourism ad. : )
Also, just for kicks, I found a more fall-like version:
Hey I definitely agree this is a memorable ad, it reminds me of the Old Navy commercials with the mannequins. I wonder if they had another other purpose for using mannequins though, apart from just being an eye-catcher. I only ask because now that's 2 different ad campaigns I've seen use mannequins, and although I'm sure they were used to stand out from other ads, there may be some other purpose too perhaps.
ReplyDeleteActually, I thought of the Old Navy Mannequins too, and whether they might have been used for the same reasons. Thanks for the comment!
DeleteI like this add which is simple but have impact.
ReplyDeleteIndeed, foreign people who cannot read Japanese can read only the word "OH!Nikko", and they will have interest in Nikko.
As a Japanese, when I see this ad for the first time, I got familiar feeling because this characters are from the Japanese animation "Oh! Mikey".
Therefore, I agree with your opinion that this advertisement works both foreigner and Japanese.
I'm glad to hear that you think that as well. Also, interesting, I didn't know it also had a connection to something else.
DeleteI really liked that you snatched a popular ad from Japan itself. The (truthfully) terrifying dolls accompanied with their decidedly westernized characteristics make this ad pop. The background is what's most interesting to me since it depicts such a peaceful, quiet nature sanctuary. But you said you saw this in train stations... hmm... these ads, I tell you...
ReplyDeleteHaha, thanks for the comment! Also, true, I agree.
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