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    The emergence of pan-Asian brands: regional strategies of Japanese cosmetic brands

    Oyama, Shinji (2009) The emergence of pan-Asian brands: regional strategies of Japanese cosmetic brands. Media International Australia (133), pp. 85-96. ISSN 1329-878X.

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    Abstract

    In this article, I analyse the regional strategy of luxury Japanese cosmetics brands to investigate the claim of the Japanisation of Asia. I begin by examining the emergence of pan-Asian advertising for Japanese cosmetic brands, then make the case for an emphasis on branding, as distinct from advertising, which changes the way in which we understand this regional phenomenon. I explore the different ways in which a brand engages consumers, and argue for a sober assessment of the relative importance of advertising (and the salience of image of country of origin) in the overall branding process. I then follow the regional circulation of Japanese brands and media contents, neither of which can any longer be understood coherently in terms of a national framework such as Japanisation. I argue that the globalisation of advertising in Asia is a complex process shaped by large multinational corporations and a disjunctive flow of media contents, and that a more pronounced focus on brands will help to make sense of this process.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Arts > Film, Media and Cultural Studies
    Depositing User: Administrator
    Date Deposited: 04 Aug 2010 14:09
    Last Modified: 11 Oct 2016 15:26
    URI: http://eprints.bbk.ac.uk/id/eprint/1070

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