Environmental Advertising in Japan?
Can Advertising Help Save Our Environment?!
Environment Blog:…people wanted products. Now they want a lifestyle. Advertising has thus has changed too…..
Irani-san over on his blog on environment, GreenDiary.com set me to thinking about environmental advertising in Japan—-Green ads exist here, but they’re not focus of Japanese desires.
For example, in February when I bought new car (Nissan Fuga GT sport/Infiniti M35) I never checked the gas mileage (which turned out to be excellent).
Why?
I only buy one tank of gas a month—it’s most insignificant part of the cost of owning a car in Tokyo. Obviously, my neighbors have the same environmental values (or lack thereof) as I have since 40% on the cars in my neighborhood are large-ish Japanese SUVs. Micro-cars of 600cc-1000cc make up less than 20% cars on Tokyo roads (they don’t survive in accidents well).
Conversely, on my rice ranch 40% of the cars of my neighbors are 600cc micro-cars. Why? On the farm, mileage is a major part of the running cost of owning a car.
Until eco-friendly cars make sense in terms of total cost, ergonomics and crash-safety — few people here in the city want to buy one. I just helped a doctor buy a new Honda Legend with high-tech everthing including night-vision and crash-avoidence radar. We didn’t even notice what the mileage was —just as long as it had high-tech everything.
Anyway, check out the Honda’s ads for their nearly unseen on Japanese TV ad campaign: SMALL IS SMART(cm)”.
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