Features of Visual Images Used in Japanese Advertising

Abstract

The relevance of the subject consists in the fact that nowadays everything produced in Asia, especially in Japan and Korea, tends to become very popular. The purpose of the article is to analyze several commercials to highlight the specifics of the visual images of Japanese advertising, in order to understand what makes it different from advertising in other countries. Results: Based on the analysis, several features of visual images used by Japanese advertising companies have been identified: elements of the past (samurai, geisha, ukiyo-e) and the visual kawaii part of Japanese popular culture (anime, manga). The paper has shown how the past and traditions affect advertising, culture and life of the Japanese, and most importantly, how it affects visual images, for example, the use of elements of the past in commercials — engravings, katanas, samurai, etc.