The Use of Celebrity Endorsement Strategy and American Impact in Japanese Advertising

Abstract

This research aims to analyze the American impact on Japanese advertising through the use of celebrity endorsement strategy. In order to reach this aim, at first the geo-politics, economy, history, and culture of Japan is analyzed. In the research, three soft cell Japanese advertisements are chosen, in which American Hollywood and pop music icons are starring. According to the results of the research, the use of American celebrities adds popularity, attractiveness, likability, sympathy, and sexual appeal to the products as well as humor appeal to the advertisements in order to draw attention. Although Japanese cultural elements can be found in the advertisements like the masculine culture, samurai heroism, and the appreciation of the Japanese working class, the advertisements are generally under the consumption imposition of American culture with higher-status symbols, upward capitalist social comparison, and sexual objectification of women.