Japanese Animation Case Study

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I. Introduction The Japanese animation (in this study referred to as anime) industry is currently struggling to overcome problems connected to low budgets production, tremendous amounts of work and underpayment of animators (Condry, 2013: 14-15). The solution to this problem has traditionally been believed to be character merchandising-related businesses. In fact, the industry related to selling licenses to produce, sell, and purchase goods deriving from anime characters is believed to be worth ten times more the one of creating anime alone (Steinberg, 2012: 45). Moreover, product placement has in recent years proved to be an efficient way of collecting budget for movie producers, television networks, record labels etc. Because of the…show more content…
In particular, audiences have criticized harshly the use of product placement to promote ethically charged products, such as tobacco, alcohol and weapons (Gupta and Gould, 1998: 37). Furthermore, being often associated or mistaken for the infamous practice of subliminal messages and subliminal advertisement, product placement has been appointed by advertisers as an attempt to brainwash audiences in order to increase sales (Ragone, 2009). Hence, this study presents itself as an investigatory research in order to determine if budget-related problems of Japanese animation industry could be solved through the adoption of product placement strategies. In spite of its relative diffusion in Japanese medias (PQ Media, 2012), Japan’s public opinion is still strongly reluctant towards product placement, which is not considered as a licit form of marketing just as much as television advertisement (Ōba,…show more content…
For this study, spoof brands in anime were considered equal to product placements and an online survey was sent to anime watchers all over the world in order to measure brand recognition as a result of exposure to spoof brands placed in anime. The method chosen for this study is therefore an online survey composed of several questions created based on previous studies. The studies were selected in order to create a parallelism with previous research on the topic of product placement effectiveness, but with the original element of applying it to anime watching. In previous studies, the method was generally based on showing audiences extracts of TV shows or movies, which contained product placement. Accordingly, proper adjustments were operated in order to fit the methodology of the previous studies with the current study, by selecting extracts of anime episodes containing spoof brand

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