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Three Companies Receive Minister of Economy, Trade and Industry Awards at Advertising Contest Benefiting Consumers
On October 2, the Japan Advertisers Association (JAA) announced the winners of the 53rd "Advertising Awards for the Benefit of Consumers." From a total of 4,366 entries, 86 works were selected: 3 Minister of Economy, Trade and Industry Awards, 5 JAA Awards, 18 Gold Awards, 25 Silver Awards, 32 Bronze Awards, and 3 Regional Advertising Awards.
The top prize, the Minister of Economy, Trade and Industry Award, went to: - Newspaper Category: Ajinomoto (Corporate Advertising) "The First Dinner." - Magazine Category: Panasonic (Digital Hearing Aids) "Hearing After 30 Years." - Television Category: Tokyo Gas (Corporate) "Family Bonds: Grandma's Cooking." The JAA Awards went to five works: Panasonic (Car Navi Gorilla) "Life Guidance" in the Radio category, and Mitsui Fudosan Realty (Mitsui Rehouse) "Mitsui Rehouse 'Everyone's Voice Pencil'" in the Website category. The Best Partner Awards, given to the advertising agencies that produced the Minister of Economy, Trade and Industry Award-winning ads, went to Dentsu Inc. for Newspaper, Creators Group MAC for Magazine, and Dentsu Inc. and Horipro for Television.
At the presentation held at the association's headquarters in Chuo Ward, Tokyo, Chair of the Judging Committee Kazue Shimamura (Professor, Waseda University School of Commerce) reported on the judging process and results. Regarding the Minister of Economy, Trade and Industry Award, the newspaper stated: "This work conveyed to mothers preparing their first baby food for their infants that it is important for babies to experience the five basic tastes—sweetness, umami, etc.—and the four textures—hard, soft, etc.—from infancy. It was highly praised as an advertisement advocating food education." For the magazine category, she stated: "This work targets middle-aged and elderly individuals whose hearing is beginning to decline, appealing for lasting, wonderful communication. It effectively conveys that using hearing aids can improve communication and enhance quality of life, even for consumers who feel resistant to them." For television, she commented: "A 90-second commercial expressing food education and family bonds. Its high drama and self-contained narrative captured the judges' hearts."
A key feature of the "Advertisements Benefiting Consumers" contest is that its judging panel consists solely of consumer representatives, excluding advertising professionals. Judging focused on the perspective of "benefiting consumers," evaluating three points: ① Likeability, empathy, and relatability; ② Clarity and persuasiveness; and ③ Originality. The number of entries this year exceeded last year's across all five categories, with the total number of submissions reaching a record high, reflecting the high level of interest among entrants.
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