Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan
Japan's advertising industry has a long history of employing foreign actors. This article probes the proposition that over time this media exposure affects advertising industry's willingness to change and meld the presentation of foreign people in local contexts in ads. An empirical study...
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
The Haworth Press Inc
2008
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/22693 |
| _version_ | 1848750941259431936 |
|---|---|
| author | Martin, D. Woodside, Arch |
| author_facet | Martin, D. Woodside, Arch |
| author_sort | Martin, D. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Japan's advertising industry has a long history of employing foreign actors. This article probes the proposition that over time this media exposure affects advertising industry's willingness to change and meld the presentation of foreign people in local contexts in ads. An empirical study supports the proposition that some level of foreign-domestic advertising assimilation-dynamic is occurring in Japan. The article reports a content analysis examining 102 television advertisements run during 1992 and 2002 that confirms the principle proposition. Changes in verbal and nonverbal communication modalities suggest that foreign-actor domestic assimilation is occurring. The article illustrates how advertisers go about showing foreigners in Japanese contexts to transform the old saw, “Think global, act local” into the more actionable dictum, “Meld global inside local.” |
| first_indexed | 2025-11-14T07:44:50Z |
| format | Journal Article |
| id | curtin-20.500.11937-22693 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:44:50Z |
| publishDate | 2008 |
| publisher | The Haworth Press Inc |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-226932017-09-13T13:58:23Z Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan Martin, D. Woodside, Arch assimilation dynamics advertising Japan Dochakuka Japan's advertising industry has a long history of employing foreign actors. This article probes the proposition that over time this media exposure affects advertising industry's willingness to change and meld the presentation of foreign people in local contexts in ads. An empirical study supports the proposition that some level of foreign-domestic advertising assimilation-dynamic is occurring in Japan. The article reports a content analysis examining 102 television advertisements run during 1992 and 2002 that confirms the principle proposition. Changes in verbal and nonverbal communication modalities suggest that foreign-actor domestic assimilation is occurring. The article illustrates how advertisers go about showing foreigners in Japanese contexts to transform the old saw, “Think global, act local” into the more actionable dictum, “Meld global inside local.” 2008 Journal Article http://hdl.handle.net/20.500.11937/22693 10.1300/J042v21n01_03 The Haworth Press Inc restricted |
| spellingShingle | assimilation dynamics advertising Japan Dochakuka Martin, D. Woodside, Arch Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title | Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title_full | Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title_fullStr | Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title_full_unstemmed | Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title_short | Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan |
| title_sort | dochakuka: melding global inside local: foreign-domestic advertising assimilation in japan |
| topic | assimilation dynamics advertising Japan Dochakuka |
| url | http://hdl.handle.net/20.500.11937/22693 |