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JULY PROGRAM

July 13 , Friday, 19:00-21:00

PROGRAM:
An Analysis of Television Commercials As a Tool to Understand Intercultural Communication

PRESENTER:
Kotaro Nakagaki, Assistant Professor, Tokiwa University, College of Community Development

PLACE:
Reitaku University Tokyo Kenkyu Center (Shinjuku i-Land Tower, 4th Floor)

LANGUAGE:
Japanese

FEE:
Members 1000Yen; Non-members 2000Yen;
Member Students Free;
Non-member Students 500Yen; Non-member Graduate Student 1000Yen

Membership & benefits

PROGRAM DESCRIPTION:
It is often said that television commercials (TVCM) mirror the times. By looking at TVCM, we can get an accurate reflection of the special ‘cultural code’ of the era and the culture. This cultural code is readily apparent in the medium of TVCM, and can be analyzed in comparison to other cultures to reveal the values and ideology of each.

Because of their incredible power and influence, all cultures have some sort of controls or regulations in place. Content that doesn’t raise an eyebrow in one culture may be too controversial to air in another. Through an analysis of these cultural codes, we will define a theory of contrastive culture, and explore the influence of TVCMs on the national psyche.

Television CMs are also an effective tool in the discussion of the standardization - and Americanization - of cultures in an age of globalization. McDonalds is a clear example of a global brand with CMs aired in almost every country, and offers an opportunity to look at the effect of Americanization on food culture in localities around the world.

PRESENTER:
Kotaro Nakagaki is assistant professor at Tokiwa University, specializing in American Literature, Comparative Literature, and Contemporary Culture. He is currently researching the changes occurring in the documentary genre as a result of the influence of Reality TV. These changes are also being reflected in the production of ‘variety’ shows on Japanese TV. Nakagaki is analyzing how the boundaries between fiction and nonfiction are being broken down in film, plays, novels, manga, anime, music and other artistic expressions.
His interest in contemporary issues extends to the intercultural aspects of television commercials and teen films since the Columbine shootings.

Publications include “Comparative Studies on TV Commercial Films”, Studies on Foreign Languages and Cultures, 17 [2007]. “Comic Journalism and War Representation: American Comics after Art Spiegelman.” Rikkyo American Studies, 28 [2006]. “Born in the U.S.A.: Imagination of American Popular Culture after 9/11”. Ed. Yoneyuki Sugita. Changing American Values after 9/11 (Sanwa Shoseki, 2006). “Re-Discovering America: Mark Twain and Anti-Imperialism” (American Literature, 66 [2005]).

How to get there?:
i-Land Tower can be accessed directly from Nishi-Shinjuku Station on the Marunouchi Line by following the underground path. From JR Shinjuku Station it is approximately a 10-minute walk. Once you get to the building, select an elevator that stops on the 4th floor. After you get off on the 4th floor, walk to the right until you get to the last door on your left.

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