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

    Oyama, Shinji (2009) The emergence of pan-Asian brands: regional strategies of Japanese cosmetics brands. Media International Australian 133 , ISSN 1324-5325.

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    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.


    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Humanities and Social Sciences > School of Creative Arts, Culture and Communication
    Depositing User: Sarah Hall
    Date Deposited: 30 Sep 2013 09:01
    Last Modified: 09 Aug 2023 12:34


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