Series「Ad Studies Dialogue」

What is required of future tourism research in Japan?

ADVERTISING STUDIES, Tomoya Umekawa, Noriko Yagasaki

Ad Studies Dialogue[23]

20

What Companies and Advertising Can Do to Make the World Happier

Kenji Shirotsuchi, ADVERTISING STUDIES, Ryo Honda

Ad Studies Dialogue[23]

40

Changing Communication and a New Perspective on Brand Theory: Part 2

ADVERTISING STUDIES, Kubota, Susumu, Naoki Akamatsu

Ad Studies Dialogue[23]

10

Changing Communication and a New Perspective on Brand Theory: Part 1

ADVERTISING STUDIES, Kubota, Susumu, Naoki Akamatsu

Ad Studies Dialogue[23]

00

The State of Communication Seen Through Online Communities: Communication Shifts from Online to Offline Again - Part 2

ADVERTISING STUDIES, Hiroto Kobayashi, Naoyuki Sato

Ad Studies Dialogue[23]

10

The State of Communication Seen Through Online Communities: Communication Shifts from Online to Real Life Again - Part 1

ADVERTISING STUDIES, Hiroto Kobayashi, Naoyuki Sato

Ad Studies Dialogue[23]

10

Considering the Context of Advertising Expression Why Did "Dog's Father" Become a Hit?―②

Yoshimitsu Sawamoto, ADVERTISING STUDIES, Kyoko Arai

Ad Studies Dialogue[23]

00

Considering the Context of Advertising Expression Why Did "Dog's Father" Become a Hit?―①

Yoshimitsu Sawamoto, ADVERTISING STUDIES, Kyoko Arai

Ad Studies Dialogue[23]

00

Beyond Segmentation How has the understanding of consumers changed?―②

As lifestyles, values, and consumption behaviors diversify, the world of marketing is increasingly shifting its focus from the masses to the individual. How should we perceive this new consumer profile, and what kind of marketing is now required? This time, we invited Professor Yukihiro Aoki, whose primary research areas include consumer behavior theory and brand theory, and Mr. Kazuya Ogawa, who operates businesses in the IT-driven marketing field, to discuss their perspectives on new approaches to marketing and consumer segmentation driven by IT evolution.

ADVERTISING STUDIES, Yukihiro Aoki, Kōwa Ogawa

Ad Studies Dialogue[23]

10

Beyond Fragmentation How has the perception of consumers changed?―①

ADVERTISING STUDIES, Yukihiro Aoki, Kōwa Ogawa

Ad Studies Dialogue[23]

00

What Are the 2020 Tokyo Olympics? Exploring the Historical Significance of the Two Tokyo Olympics―②

Following the previous session, we welcomed back Mr. Mitsuhiro Yoshimoto, who is deeply involved in the cultural program for the 2020 Tokyo Olympics, and Professor Toshiya Yoshimi, whose research spans urban theory and cultural sociology (cultural studies). They presented the cultural direction the Tokyo Olympics should take five years from now, as it enters a mature phase and faces new challenges, while reflecting on its history.

ADVERTISING STUDIES, Toshiya Yoshimi, Yoshimoto Mitsuhiro

Ad Studies Dialogue[23]

00

What Are the 2020 Tokyo Olympics? Exploring the Historical Significance of the Two Tokyo Olympics―①

Mr. Mitsuhiro Yoshimoto, who is deeply involved in the cultural program for the 2020 Tokyo Olympics, and Professor Toshiya Yoshimi, who has researched urban theory and cultural sociology (cultural studies), both appeared. They presented the direction the Olympics should take from a cultural perspective, looking back on history to consider what is required of the Tokyo Olympics five years from now, which has already reached maturity and faces new challenges.

ADVERTISING STUDIES, Toshiya Yoshimi, Yoshimoto Mitsuhiro

Ad Studies Dialogue[23]

10

The Reality of Paradigm Shifts ―What Changes and What Remains Unchanged―②

ADVERTISING STUDIES, Kazunari Uchida, Yasushi Tomisawa

Ad Studies Dialogue[23]

10

The Reality of Paradigm Shifts ―What Changes and What Remains Unchanged―①

This time, we welcomed Professor Kazunari Uchida of Waseda University Business School, who has long advocated the importance of paradigms in corporate strategy and has also been active as a consultant. Together with Professor Yasushi Tomisawa of Meiji University's Graduate School of Global Business, they introduced various real-world examples, exchanged views on the paradigm shifts occurring, and looked ahead to future directions.

ADVERTISING STUDIES, Kazunari Uchida, Yasushi Tomisawa

Ad Studies Dialogue[23]

00