SIETAR-Kansai - Past Monthly Programs

March 2003
Constructing Gender for Japanese Television Commercials

Date:
March 2, 2003, Sunday (2:30-4:30)

Presenter:
Anka Veronika Badurina
Ph.D.Candidatein Cultural Anthropology at Kyoto University

Place:
Takatsuki Shogai Gakushu Center, Room2
(10 minutes walk from JR Takatsuki St.& Hankyu Takatsukishi St.)
Tel: 072-674-7700

Apologies from the web administrator:
The web page updated on February 22, 2003 had incorrect information on the place of the monthly meeting. I am sorry for the inconvenience. (March 3rd, 2003)

Fee:
500 yen for members
1500 yen for non-members
1000 yen for students

Language:
English

Description of the Presentation:
Representations of the female image inundate Japanese advertising. Women occupy a central position, both as targets of the ads and as fundamental protagonists of these. This presentation will discuss the process of advertisement making (through which gender discourses are created, exhibited and institutionalized) as it is originated in a Japanese advertising agency. The presenter's intention is to show, not only the images, but focus mainly on creative teams, but also discuss howclients and producers, imagine and represent a type of gendered audience: urban-contemporary Japanese women. She will also discuss how these representations are continuously being (re)shaped along the various phases of the advertising process, when different people (and their interests) join in to participate, formally or not.

Profile of the Presenter:
Born in Venezuela, but from the age of 5 to 16 she lived in Spain. At 16, she went back to Venezuela, finished high school, and then entered university where she studied Modern Languages and Business. From 1997 to 2000, she went to Otaru University of Commerce, in Sapporo, on aMonbusho scholarship and got her Master degree in International Marketing, with a speciality in advertising. In 2000, she moved to Kyoto to start her Ph.D. research at Kyoto University. In 2000, she conducted a year-long anthropological fieldwork in the Creative Division of a leading advertising Agency in Osaka. In her dissertation, she examined how advertising discourses on gender, specifically on women, are produced, as well as an overall understanding of the social process of advertising.

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