Learning Copywriting from "Idol Words"

Yukio Hashiguchi serves as 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 his bimonthly webinars from an editorial perspective. Guided by Hashiguchi's perspective that "new things always arrive with new words," we delve deeper into the power and potential of language.

In this fifth installment, we explore the power and appeal of copy through a dialogue between Hashiguchi and Yufu Terashima, an active idol.

Ms. Terashima, who obtained a Japanese language teaching license while studying at Waseda University's First Faculty of Letters, continues her idol activities with her unique word choices. The two were in the positions of instructor and student at the "Copywriter Training Course" hosted by the Advertising Council. How can people outside the copywriting field acquire and utilize copywriting skills? You're sure to find hints here!

Written by: Web Dentsu Inc. News Editorial Department

Yukio Hashiguchi: Creative Director and Copywriter at 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: Watching movies & combat sports. https://twitter.com/yukio8494

Ms. Yufu Terashima: Born in Chiba Prefecture. Graduated from Waseda University's Faculty of Letters, specializing in Japanese Language and Literature. Holds a Junior High School Teacher License and a Senior High School Teacher License (Type 1) [Japanese Language]. Began idol activities during her student years, transitioning from group activities to becoming a solo idol in 2013. Made her solo debut in 2014 with "#Yuflight". Has released 13 singles and 3 albums to date. Currently active as a "Yuru-Doru" (a fusion of "idol" and "yuru-kyara" [cuddly mascots]), connecting her beloved "idols" and "yuru-kyara," she appears at various character events as an MC and yuru-kyara interpreter. While an active idol, she is also a graduate of a "Copywriter Training Course." Regarding her motivation for taking the course, she states, "Because idols, through live MCs, handshake events, SNS, and everything we say, are constantly promoting themselves to fans, I want to be sensitive to my words. " https://yufuterashima.com/

 

"It's an honor to reunite with my teacher" (Yufu Terashima)

Titled "Thinking About Words as an Idol and Copywriter," this webinar reminded me of the very basics of copywriting—the "ABC's"—taught to new employees assigned to the creative department at an ad agency. Though I worked as a copywriter for over 20 years myself, I was greatly perplexed in my youth by the gap between that reality and the image of "one line worth millions of yen."
 
"In copywriter training, I learned above all that 'your own perspective' is crucial," said Terashima. "Even if you get all fired up thinking, 'Let's write something that sounds like copy!' it won't be valued at all."
 
"That's exactly right. When I was young, I also realized that it's not about rhetoric, but the angle that matters. People who can make their own discoveries are good copywriters. The product of 'who says it × what they say' is what matters most," Mr. Hashiguchi agreed.
 
When Hashiguchi asked, "Why did you, an idol, decide to attend a copywriter training course in the first place?", Terashima recalled, "I was inspired by the posters for the Advertising Conference at the station and wanted to be like those models," sharing an idol-like (?) motivation. She added, "I also wanted to learn from outside the so-called 'idol village'. I thought, 'Maybe I should study copywriting to understand the world better.'"
 
"Yes. The advertising industry can be surprisingly closed off, or rather, it has its narrow corners. That's why I make a point to interact with people from other industries as much as possible. This series started from that same mindset. The most important thing for discovering your true self is receiving stimulation from the outside."

Mr. Terashima's notes from the Copywriter Training Course session led by Mr. Hashiguchi. I'm truly impressed you took such meticulous notes! (Mr. Hashiguchi)

"I want to turn negatives into positives" (Yufu Terashima)

Ms. Terashima cited "Small Gift, Big Smile" (Sanrio) and "Beautiful for a Moment, Beautiful for a Lifetime" (Shiseido) as her favorite copy. "They're simple words, yet they offer a revelation, right? You think, 'Yeah, that's true.' They even convey the company's philosophy, making you feel respect for the brand."
 
In response, Mr. Hashiguchi said: "The term 'purpose-driven management' has gained attention recently. Essentially, it means articulating a company's reason for being in clear, understandable words. It's about saying, 'This is our conviction as we provide products and services to our customers.'"
 
From an advertising copy technique perspective, the copy Terashima cited unintentionally employs a "contrast structure." It places the minimal and the maximal side by side. What we often tend to do is declare only the "maximal thing." However, by adding the value of "small gifts" or "a moment" on equal footing, it creates a deep sense of understanding – "Now that you mention it, that's true." This sense of conviction is the source of courage and hope, and the starting point for excitement.
 
So what does Mr. Terashima keep in mind when writing his own copy? "This ties into my personal style, but I want to convert negatives into positives. Negative feelings aren't lies, right? Everyone lives with insecurities and anxieties. But if you can transform that negativity into positivity through how you phrase it, it makes fans happy and brightens your own outlook. That seems to me to be the greatest power of words."

"It's amazing that you can write your own copy" (Yukio Hashiguchi)

"My favorite copy by Ms. Terashima is her own catchphrase: 'I come from the good old days. A serious idol, seriously idol.' She said she was plain, ordinary, and had no special talents when she debuted, but she replaced that with the words 'good old days' and 'serious.' That's a perfect example of turning negatives into positives, right?

As I mentioned earlier in this series, I think it's incredible that Prince Shotoku used the expression 'The Emperor from the Land Where the Sun Rises'. He was speaking to the great king of Sui, a powerful nation, yet he, representing a small, less civilized country, spoke as an equal—or rather, even with a hint of superiority. It's exactly what they say: it's all in how you phrase things."
 
Mr. Terashima mentioned that he came up with his own catchphrase. Regarding this, Mr. Hashiguchi expressed surprise, saying, "Being able to write your own copy is amazing." He admitted he doesn't have that level of confidence to view himself objectively.

Terashima responded with this explanation: "It might be similar to 'it's all in how you say it,' but for me, it's crucial that it's not a lie. I felt catchphrases like 'I love strawberries, I'm Yufu Terashima!' were formulaic, or somehow forced, containing a falsehood. So, even though it's a bit longer, I chose a self-introduction that honestly expressed my feelings."
 
Mr. Hashiguchi also mentions liking the phrase "It's not plain. It's just down-to-earth" from Ms. Terashima's single "Survival Lady" released this year. Referring to the songwriter Tomiyama Yukiko, Ms. Terashima says, "I want to write copy that makes people think, 'Oh, that's one way to look at it.' Forcing yourself to stretch beyond your limits lacks conviction and won't last." "That's right. After all, 99% of things in this world are plain."

 

"I learned to name my worries in college," (Yufu Terashima)

One key to flipping negative thoughts positive, says Terashima, is "naming your worries." "When worries don't have names, you just feel kind of foggy, kind of down, kind of anxious, right? It might sound self-deprecating, but try naming your shortcomings. For me, I don't have that innate, sparkling idol quality. So, what if I name that complex? Right, instead of 'plain,' let's call it 'down-to-earth,' or something like that."
 
Regarding the difference between group idols and solo idols, Terashima explained it this way: "Group idols tend to get stuck within the group, you know? Like, roles are fixed. Like, 'I can't beat that girl in this area.' When that happens, you start looking only within the group to find your place. But that framework doesn't matter in the real world. That was the first thing I realized when I went solo. I gained an outside, bird's-eye view of the entire idol market. It made me think, 'Alright, in this vast world, what can I do?'"
 
"It's exactly the same in the world of advertising creative. When I was young, I wanted to be a CM planner. But looking around, including seniors and juniors, there were so many people with genius-level talent. I realized, 'Ah, I can't compete with that,' so I focused on honing my copywriting skills."

Photo from Mr. Terashima's graduation from Waseda University. His thesis, "Yuru-Chara as Narrative," can be read in the artist book "Majime." (Mr. Hashiguchi)

"Idols are my job." (Yufu Terashima)

Ms. Terashima says it was only when she could think, "Idols are my job," that she finally broke free from the shackles she'd been bound by. "I used to think the ideal idol was someone who played the part using their naturally dazzling looks. You could call it an aspiration. I couldn't do that, but when I realized I was facing the job of being an idol head-on, I had an epiphany. It was about finding the benefits I could offer my audience. Not 'Look at me! I'm cute, right?' but 'What do my fans need from me right now?'"

Mr. Hashiguchi says Ms. Terashima's approach is fundamental to copywriting. "I think Ms. Terashima's defining traits as an idol are her 'critical perspective' and 'social awareness'. These elements are also found in good copy."
 
"That makes me happy," Terashima nodded. "Speaking of complexes, I'm weak against 'natural brilliance.' When someone flaunts that innate, sparkling idol quality, I just think, 'I'm done for, I can't beat this person.' That's when I realized anew the importance of picking up paper and pencil. I think writing exists to help you step back and view yourself objectively. Struggling between the urge to embellish and the embarrassment of laying myself bare, I write down and present my own opinions. Compared to the visual brilliance or impact of a one-hit wonder, it's a roundabout way of expressing things, but I felt like maybe I could do this. Of course, I have neither solid achievements nor confidence. But isn't that where something new might be born?"
 
"I get it. It's exactly the same when I'm writing ad copy."

A photo from the summer 2021 solo live show. With another solo live scheduled for February 26, 2022, those who became "Yufist" through this article should definitely attend! (Mr. Hashiguchi)

※This series is edited from the content of the webinar titled "Frontiers of Language," supervised by Mr. Yukio Hashiguchi (CXCC Bureau), who is both the organizer and MC, and presents Web Dentsu Inc.

 

【Participants Wanted】 
"Frontiers of Language" Vol.6 Webinar Scheduled for Wednesday, January 26!
Yasunobu Tanaka × Yukio Hashiguchi "Help, Yasunobu-san! I Don't Know How to Speak!"

Our guest is Yasunobu Tanaka, a copywriter with 24 years of experience. But this time, the theme isn't written language. Of course, advertising copy, as well as emails and proposals in business settings, often require words and rules chosen specifically for writing, distinct from everyday "spoken language." So, what about the words used in conversation? It seems there are words meant to be spoken, different from "written language," and conversational techniques for building relationships. We'll hear from Mr. Tanaka, who has now established a publishing company and is also active as an author, writing books like "Meeting and Talking."

・Date & Time: Wednesday, January 26, 8:00 PM - 9:30 PM
・Participation Fee: ¥1,500 (excluding tax)

Click here to register
https://bb220126a.peatix.com/