Stilts and Candids: The Japanese Take

Photo One: Japanese Gum Advertisement 
http://larsmartinson.com/wp-content/uploads/2009/03/gum.jpg

This advertisement caters to a younger crowd, one that is a frequent customer of gum. It is difficult to tell at first whether it is a male or female, leading no one gender to being excluded- but moreover, their attire is noticeably trendy, cheerily-colored and eye catching. The bright colors certainly appeal to gum, yellow and pink being lighter, 'sweeter' than darker hues such as blue or green. The background is pixilated and made to look like a cartoon-strip background, further emphasizing youth and pleasure. The simplicity of the graphic also makes a very clear point: the figure is being licked; a seductive message heightened by the cool gaze of the looker. The words compliment this, choosing the phrases 'TASTE LONG' and 'JUICY' to describe the flavor and texture of their product. Note that it is the figure that is saying 'Too long', in regards to the flavor/tongue, and it is the gum package that says 'Juicy', in smaller print, as in comic strips- almost as a response in regards to the figure. At the bottom is a helpful strip of a variety of flavors and innocent fruits, alluding to health and nature in addition to just telling the content. The viewer sees an attractive, brightly colored, confident figure resting atop an exaggeratedly long tongue. Youth, pleasure, a certain sexual allure and happiness is demonstrated in addition to an abundance of flavors and natural fruit taste. This both ensures the audiences attention as well as stimulating their interest. 

The image is characteristically Japanese in its generous use of bright color, and color contrast, simple but creative graphics and an overall 'effortlessly cool' vibe. It also has a signature childishness to it, because of its exaggerated graphic and color- which is not a bad thing. 

Photo Two: "Party at Le Baron, Tokyo."
 http://hypebeast.com/2009/06/gucci-celebration-party-at-le-baron-tokyo/

In the direct center, a young Japanese man stares straight into the camera, poised to raise a cigarette to his lips. He  is dressed in avant garde cloths; dark to keep it classy, but not without the attention-grabbing stud embellishments. He even has undergone the effort to dye his hair and bleach his eye-brows blond- looks matter. The addition of a loose tie and a strategically placed bright blue scarf around his head shows that he put thought into his clothing and is not afraid to stand out, indeed to set a trend if he is not following one. The cigarette he holds is a classic symbol of being calm and cool; his mouth is unabashedly open in a pout that compliments his almost pretentious gaze. Though he may have been caught off guard, he certainly looked as if posed. He stands among an equally trendy crowd; pink pants, a bow tie and suspenders are spotted in the background- as well as another man with a cigarette. The bright lights and crowd, the flash of curled hair in the corner- definitely show a party atmosphere, it is only the clothing that distinguishes it as an upscale party. Because the lights are moving and colored, it may even be implied that it is a concert, or at least that there is entertainment being lighted. The viewer sees a cool, almost meticulously cool, Japanese man disguised as a Western one, with a nontheless modern Japanese style flair. Tokyo clearly has excellent parties that many attend, and they are exclusive attendees at that, as shown through clothing and the ever-symbolic cigarette.