A tournament of value: Strategies of presentation in Japanese advertising

Abstract

This article discusses a Japanese advertising agency's attempt to win a prestigious European car manufacturer's account by means of a competitive presentation. It outlines the difficulties facing the agency with regard to competing accounts, the import car market in Japan, coordination of a campaign and strategies to be adopted in preparing the presentation, as well as showing how the ‘social’ side of the advertising world has an important bearing on what is, or is not, include din any advertising campaign. In calling for an approach that focusses on the similarities, rather than differences, between Japan and other (western) advanced industrialized societies, the author analyzes the Japanese advertising industry and argues that competitive presentations are one form of what Appadurai (1986) has termed ‘tournaments of value’.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 32 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.