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OF CONTENTS
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Advertisement and Migration in
Japan
By Carmina Osuna
Even with
all of the theories of migration that exist now, Castoe’s and Miller’s
book The Age of Migration explains how, “no
single cause is ever sufficient to explain why people decide to leave
their country
and settle in another,” the money behind advertisement can definitely
help explain
why it migrates so easily.
Once I
began my SAS travels in Japan
it didn’t take long to discover the Japanese people’s unique style and
their
appreciation for high end “world” fashion. It
seems strange to say that the Japanese have a unique
style since it
revolves around “world” fashion. However,
it appears that the way in which they put it
together is what
makes their style distinctive. After
only a day in Kobe and Kyoto
I recognized a Western store by the name of Claire’s with out any
Japanese translation
in the title. The store was located near
the local train station and was part of an old-fashion looking street. Once I walked into Clair’s I noticed that
their racks housed the Mariah Carey and Niki Hilton’s jewelry lines. Later on that day I came across many
advertisements for Chanel, Dior, and other designers who used Western
style
models to advertise their merchandize. By
this time we were in down town Kyoto
and this historical town looked at night as Los
Angeles
does, kit up and very populated. As we
passed all the major department stores I noticed that a diamond company
used
Beyonce as their primary spokesperson. Beyonce’s
face was lit up by not only the dimonds that
adorned her, but
by the city lights. The Japanese citizen’s
faces were lit up by her beauty and popularity. She
is on display for them to see with out any prosecution
or
discrimination even though she is completely different and not a native
by any
stretch of the imagination.
I have to
admit that I was shocked at first to recognize so many celebrities over
seas. I then realized how easy it is for a
star or
even a brand to go from country to country selling, aigning and
advertising,
and how difficult it is for a migrant to go from their home country to
the
country that they work in even if it’s just to see their family.
It is
kind of shocking to realize that our world is so money based that it
often
neglects to be compassionate about the things that should really
matter.
Products and brands can flow easily around borders and are often
protected and
treated as tokens by sending and receiving countries. A journey
that
would only take two hours by car takes a migrant days or even becomes
fatal. Overall it is safe to say that migration in any way
shape or
form is a big
transnational business.
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