Advertising Systems in Japan Marketing Behavior, Advertising Industry, Advertising Literacy

Research English OPEN
KISHIYA, Kazuhiro;
  • Publisher: Faculty of Commerce, Kansai University
  • Journal: Kansai University review of business and commerce, volume 7, pages 1-21 (issn: 1344-8455)
  • Publisher copyright policies & self-archiving
  • Subject: Kansai University | Advertising expression | Advertising transaction | Advertising effect | 関西大学 | Hard sell/Soft sell
    acm: ComputingMilieux_MISCELLANEOUS

This paper clarifies advertising systems unique to Japan. As typical of Japanese advertising systems, advertising expression tend to adopt soft sell and transformational type. The advertising expression is explained not only by the cultural value but also marketing beha... View more
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