Discussion: How about this ad by COCO’s English Juku, learning English to get a competitive advantage over foreign rivals?
Posted by Dr. ARUDOU, Debito on January 30th, 2014
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Hi Blog. An alert Debito.org Reader has sent in the following (thanks for it):
I’m emailing you to let you know about a new campaign going around in Tokyo for COCO’s English Juku. English Juku advertisements have always been rather lowbrow at times, but this one has hit multiple lows in my opinion. The ads in the trains are the same advertisement banner used at the top of their main website here.
Main website contains the main advertisement. http://www.cocojuku.jp/
At first I laughed due to how awkward and confusing it appeared. On second glance on the train today I took a closer look and thought about it within the context of the Japanese text and statements made. Is this playing on racial overtones to push for a reason to be learning English? What if the bride was Indian, African, or of another Asian ethnic background such as Chinese? Are these overtones really appropriate for an advertisement?
Furthermore, a few friends of mine also pointed out how downright sexist the ad was as well. It is clearly exclusively aimed at Japanese men with the woman being just an object of possession and trade with no say on who she marries, especially in the YouTube video.
YouTube Advertisement http://www.youtube.com/watch?v=O93n0jGF25M
Thought you might be interested in seeing this rather questionable advertisement campaign. It’s especially ironic considering the way that COCO recruits their instructors in the US and the images portrayed on that section of the site.
Recruitment site: http://www.cocojuku.jp/recruit/
While I laughed at first, I have to say I find this ad campaign simply offensive on many levels.
Their other ad spot:
COMMENT: I’m tuckered out after the ANA advertisement issue. I think I’ll let others have their say. I’ll put this on Discussion mode for looser moderation. Is this the same as the ANA ad to you, with a racialized bent to the product? If not, why not?
On a related note, in lieu of a deeper comment, I will mention that I read Catherine Pover’s book LOVE WITH A WESTERN WOMAN (a guide for Japanese men), courtesy of CP. And while there was some inevitable stereotyping of both the subject and the target audience, I thought the book was an earnest attempt to communicate what a “Western” woman might like and how a Japanese man might better get to know one.
I wonder what Caroline would have to say about this ad. I’ll ask her. ARUDOU, Debito