Learning Copywriting from "Words in Manga"

Yukio Hashiguchi, Creative Director/Copywriter at Dentsu Inc. He invites "masters of words" active in worlds entirely separate from advertising.

This series re-edits the content of these bimonthly webinars from an editorial perspective. Guided by Hashiguchi's viewpoint that "new things always arrive with new words," we delve deeper into the power and potential of language.

In this fourth installment, we focus on the core message of the webinar titled "Interesting Words Abound in Everyday Life," drawn from the conversation between Hashiguchi and manga artist Shigeyuki Fukumitsu, who has gained many fans with his essay manga centered on the theme of "wife."

　　　　　　　　　　　　　　　　　　　　　　　　Editorial responsibility: Web Dentsu Inc. Editorial Department

Yukio Hashiguchi: Creative Director and Copywriter, Dentsu Inc. Recent notable works include Lotte Ghana Chocolate, "World Down Syndrome Day" newspaper ads, Demae-can, SKY PerfecTV! Sakai Councilman series, and the 25th Anniversary poster for Onihei Hankachō. Author of "100-Idea Thinking" and "Word Diet." Member of TCC. Hobbies include watching movies and combat sports. https://twitter.com/yukio8494
Mr. Shigeyuki Fukumitsu: Manga Artist. Debuted in "Monthly Manga Garo" in 1997. Won the 14th Japan Media Arts Festival Manga Division Encouragement Prize in 2010 for "What About My Wife?". Primarily creates essay manga centered on the theme of "wives".

 

"Titles Matter" (Shigeyuki Fukumitsu)

Fukumitsu is known for his essay manga featuring memorable titles centered on "wife," such as "What About My Wife?" (Futabasha), "Wife Observation Diary" (Shogakukan), and "66 Ways to Fall in Love with Your Wife ~Why Not Have Your Wife as Your Lover?~" (Kodansha). However, he says that out of the three titles above, he only came up with "Wife Observation Diary" himself.

"Regarding 'What About My Wife?', I was younger when I wrote it and wanted a more literary title. But I went with the editor's suggestion. Now I think this title was perfect. It clearly conveys the concept I wanted to express. That applies to readers, but also to myself as the creator – the title made me realize, 'Ah, this is the kind of manga I want to draw.'"

On the other hand, Mr. Fukimitsu says he still isn't entirely comfortable with "66 Ways to Fall in Love with Your Wife." "I went along with the editor's suggestion to go with something like a parody of a how-to book! But in the end, it just didn't quite work out. When the results aren't great, writers are such stubborn creatures—we immediately blame the editor (laughs)."

"Working with an editor is always a two-person, three-legged race." (Fukumitsu Shigeyuki)

"It's common for a long-time editor to change. When that happens, manga artists get hit with this despair, like 'I'm done for.' They complain about this and that. They say things like 'It's your fault.' But really, editors are vital partners. It's often their words that spark inspiration." Yes, Mr. Fukumitsu says.

"Thinking about it that way, there might be parallels with advertising," Mr. Hashiguchi responds. "Working in ad production daily, I often notice clients surprisingly don't fully grasp the strengths of their own products or brands. It's easy to relate when you think about yourself – it's hard to recognize your own charm or abilities. When someone tells you, 'Hashiguchi, this part of yours is awesome!' it somehow makes you feel really positive (laughs). I think both manga and advertising can serve as that kind of encouragement—telling you, 'You're actually a pretty amazing person!'"

 

"The imagination unique to youth is important" (Shigeyuki Fukumitsu)

Fukumitsu reveals that "My Small Failures" (Aobayashi Kōgeisha) was inspired by the popular song "Our Failures" that was trending at the time. "I chose 'small' because, you know, there are things like 'Little Love Melody.' That 'small' aspect is what makes it endearing." Mr. Hashiguchi adds, "People often say the self-portraits Mr. Fukumitsu draws don't resemble him. But I think many readers feel, 'Ah, this is my self-portrait!' I suspect many so-called 'culture-loving' men who enjoy manga and movies have this kind of self-image. That's why it resonates."

Naive and with downcast eyes. That was pretty much my self-image back in my student days too. (Mr. Hashiguchi)

Mr. Hashiguchi also notes a line from the play: "'If things keep going like this, I'll be ruined... I have this overwhelming feeling that everything will be ruined!'" "It's great, isn't it? When you're young, everyone thinks things like that, right?" "Back then, I was still working part-time at a convenience store. Autobiographical manga are usually drawn by people who've achieved great success, right? But I thought it was kind of novel for a young person who hadn't achieved anything to draw an autobiography."

"The cover reveals the character of the work" (Yukio Hashiguchi)

"Eventually, when paper manga disappear and everything goes digital, the kind of impulse buying based on the cover you see in bookstores will disappear. What will become important then, I think, is the title on the cover, or the copy," says Mr. Fukumitsu.

For example, the title of the work "Seeing Kawaiiko-chan Twice" was apparently taken from "The Man with the Golden Gun." Mr. Hashiguchi says this solved a long-standing mystery for him. Perhaps that's where memorable titles and naming come from. The breakthrough lies in the completely unrelated connection between ordinary daily life and 007.

Fukumitsu says taking notes is crucial for capturing ordinary daily life. Precisely because it's ordinary, you'll forget it quickly if you don't jot it down. Yet, that's where the real interest lies. When you elevate that into a title or cover, the work just pops into being.

"I want to draw scenes that stick in your mind, even if they don't have a deeper meaning" (Fukumitsu Shigeyuki)

"You capture incredibly real everyday moments like your wife filing her heels and turn them into manga, right? I wonder if you might be the first person in human history to draw a woman filing her heels in a manga (laughs). What does that mean?" Mr. Hashiguchi asked. Mr. Fukimitsu answered: "I do have this awareness that I want to turn memorable things from daily life into manga. My wife filing her heels. There's no meaning to it, right? But it stuck with me. I thought, 'Ah, this could be a whole chapter.'"

Mr. Hashiguchi says he can relate to that deeply. "When we were young advertising creatives, we felt pressured to come up with wildly outlandish ideas—like aliens invading Earth—and we worked desperately on that. But when you really think about it, the truly interesting or deeply moving things are found in the most ordinary, everyday moments." Fukimitsu's point—"Even outlandish settings are fine, as long as they contain relatable elements"—made perfect sense.

When trying to create something, people inevitably think, "I'll be edgy," or "I'll do something different from others." But if what you create doesn't resonate with the world, it has no value whatsoever. As an editor, this really hits home.

※This series is edited from the content of the webinar titled "Frontiers of Language," supervised by Yukio Hashiguchi (CXCC Bureau), the organizer and MC, and presented from Web Dentsu Inc.'s unique perspective.

【Participants Wanted】 
"Frontiers of Language" Vol.5 Webinar Scheduled for Tuesday, November 30!
Yufu Terashima × Yukio Hashiguchi "Thinking About Words as an Idol and a Copywriter"


Guest: Yufu Terashima, a solo idol currently active as a "Yuru-dol" (connecting "yuru-characters") at various character events as an MC and yuru-character interpreter. While an active idol, Terashima is also a graduate of the "Copywriter Training Course" hosted by Senden Kaigi. She cites her motivation: "Because as an idol, every word I speak—during live MCs, at handshake events, on SNS...—becomes PR for my fans. That's why I want to be sensitive to words." The two were instructor and student during the "Copywriter Training Course." How can non-copywriters learn and utilize copywriting? You're sure to find hints here!

・Date & Time: Tuesday, November 30, 8:00 PM - 9:30 PM
・Participation Fee: ¥1,500 (excluding tax)

Apply here
https://bb211130a.peatix.com/