The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

Although multimodality has received vigorous attention and debate in English as a foreign language (EFL) research and classroom pedagogies, the practicality of using multimodal activities in curricula that are designed to teach language skills rather than multimodality is under researched. This paper contributes to the ongoing need for practical…

We investigate how competing forces interdiscursively manifest in Japan-based higher education through a critical discourse analysis (cf., Fairclough, 1993, 1995) of 86 job advertisements. The academic profession is characterized as exhibiting high mobility, perhaps as academics are more loyal to their specialty fields than the institutions where…

The purpose of this commentary is to: illustrate the challenges that Japanese advertising education faces; find the possible causes for the difficulties faced; and consider potential solutions to overcome the challenges and prepare students for a fast-paced global workforce.

With the commodification of English education in East Asian societies, a robust advertising industry has arisen to attract consumers. In the project described here, I engaged in a critical content analysis of over 1000 advertisements for English educational products and services collected in Japan and Taiwan. My focus was on how social groups are…

This paper spotlights the twelve slogans of the Olympic Games in order to critically analyze the ideologies underlying the discourse. By taking the principles of critical discourse analysis (CDA) and Halliday's (1994) systemic-functional grammar (SFG) as analytical tools, the paper endeavours to reveal the ideology that predominates in the ruling…

This research investigates the ideological character of the English language in East Asia. It focuses on the prevailing beliefs, values and propositions relating to English as a global language and the spread of English in the non-English East Asian countries, namely China, Japan, South Korea and Taiwan. By analyzing how English is presented in…

Little is known about dissemination strategies that contribute to health information recognition. This study examined (a) health campaign exposure and awareness (slogan and logo recognition); (b) perceived communication channels; (c) differences between perceptions of researcher-developed and enhancement community health information materials; and…

We focus on the recently emerging "baby culture" that is fostering a curriculum of consumption and consumerism among parents-to-be and infants aged zero-to-three. To gain insight into how the cultural artifacts, practices, and trends emerging from this demographic are shaping the way we think and act in a consumer culture, we investigate…

The aim of this study is three-fold: (1) to examine the similarities and differences between instructor and peer assessments of EFL group presentations; (2) to understand the utility of peer assessment for discriminating each group member's contribution to group presentations in college EFL classrooms; and (3) to investigate the relationship…

This paper argues that the high number of English loanwords in contemporary Japanese advertising is a reflection of the desire of the Japanese to identify themselves as members of cosmopolitan society. It is concluded that copywriters are attempting to create the cosmopolitan world in which Japanese people desire to see themselves. (20 references)…

This paper examines the prominence of written English on shop signs in Japan. Based on data from a larger empirical study into multilingual signs in Tokyo, the most common ways of using English and the roman alphabet on Japanese shops signs are identified. It is argued that the ambivalent nature of English loan words plays a key role in the ever…

The Advertising and Public Relations section of this collection of conference presentations contains the following 17 papers: "Using the FCB Grid and the 'Lost Quadrants' to Write Advertising Strategy" (Johan C. Yssel); "Antitrust and the Marketplace of Ideas: The Continuing Problem of Issue Advertising Access to Broadcast…

A study examined the advertising of Japan and the United States to determine if commercial messages reflect the cultural values of a particular society, thereby indicating the need for specialized campaigns. It was hypothesized that the majority of Japanese advertisements would use the traditional appeals of group, consensus, soft sell, veneration…

Analyzes Japanese magazine advertising text from an intracultural perspective based on gender. Uses content analysis to examine advertising text of eight gender-specific magazines. Reveals significant difference in the variability of message perception depending on target gender. Suggests the importance of recognizing intracultural variability,…