Comments on: Subway Subtext: Jack in Japan

By: Frank Sesma

Frank Sesma — Mon, 30 Apr 2007 20:53:19 +0000

This commercial is something that I could actually see shown on American televison. As others have commented, I am not sure why they used Jack from the popular American TV show “24.” Maybe this is a huge hit in Japan as well becuse it seemed as if they used Jack’s character in the context of the Japanese culture by utilizing glocalization and not cultural imperialism. Almost everything shown within the commercial actually reflects the daily Japanese life. For example, the subway system is one of the most prominent ways to travel in Japan, it is part of the daily Japanese life in the major cities of Japan. Also, the school outfits the female high school students were wearing are actually school attire the students wear over there. However, they did manage to incorporate the American style by adding suspenseful music and the faced paced camera movement editing to make it seem very action oriented.

By: Alonje Faircloth

Alonje Faircloth — Mon, 30 Apr 2007 20:33:57 +0000

This commercial shows how marketing strategies are used to promote products. In watching this commercial, I feel that it is very beneficial to cultural values. I am happy to see that the heterosexual man does not look at the school girl in a sexual way. He continues on his journey in order to find this energy drink that will keep him going. The commercial markets the drink and the show 24. I do feel that this commercial is not that realistic because it is possible that if this was another male, he might look at the school girls. This questions how a global market has come together to make a local product well know to audiences. Globalization has help to make this commercial a success. I am glad that this commercial promotes the drink, the show 24, and the strength of a man.

By: Jacqueline Traub

Jacqueline Traub — Mon, 30 Apr 2007 20:13:53 +0000

This advertisement also brings to mind the whole concept of cultural imperialism. I thought it was entertaining to see at the end of the clip the cute little Japanese girl side by side with Jack Bauer both consuming the oh so good- calorie mate. This commercial really could have been shot anywhere. If you took out the Japanese girls and replaced them with (fill in the blank) girls, then it would have gotten the same idea across. There was no real sense of being in Japan besides the teenage girls.

By: xkgx

xkgx — Mon, 30 Apr 2007 18:04:33 +0000

Although in America a popular drink would have a popular American actor or singer as the focus point, You can forget that facets of American culture are idolized in other cultures. The girls were used as localization points so the audience could identify with the advertisement. Still, cultural imperialism is masked within this commercial.

By: Stephanie Ware

Stephanie Ware — Mon, 30 Apr 2007 15:49:55 +0000

I don’t see clear lines in this commercial, of couse it is entertainment for japanese television , but why is Jack in it? If it is such a poplar drink in japan why didn’t they use a popular actor from Japan. This commercial is americanized, but maybe the girls were added to give the veiwers a sense of where this takes place. like maybe it could happen right out side the mall in Japan or something.

By: David Hopewell

David Hopewell — Mon, 30 Apr 2007 14:01:10 +0000

I find it strange when people cannot disassociate actors from their roles. Kiefer can’t be Kiefer, he has to be Jack Bauer. I can imagine how awkward it may be. Who is responsible for the inability to discern between actor and character? Commercials such as these only perpetuate this startling trend.

By: Christopher Bolosan

Christopher Bolosan — Mon, 30 Apr 2007 01:12:11 +0000

This Japanese commerical is using a popular hit show to sell their product. If anybody who has seen the show 24 can tell that was the show 24 by the clock ticking down and the American character runnign through the subway trying to get the mission over before the time runs out. American drama shows like 24 seem to have an impact on the Japanese culture.

By: Victoria Nguyen

Victoria Nguyen — Sun, 29 Apr 2007 23:56:42 +0000

The commercial is americanized but they are giving what the viewer wants. I’m assuming 24 is a popular show in Japan and many people know who Jack Bauer is. I think this commercial does not represent glocalization but more of cultural imperialism. You can see how American influences have an impact on Japaneses consumers.

By: Dana Harris

Dana Harris — Sun, 29 Apr 2007 18:16:30 +0000

Why is it that these non-native celebrities are always so popular in other countries but the reverse is rarely true? at least in the case of western civilization. For example, if a Japanese celeb were to be put in a commercial for an American product most people would have no idea who he was. I also find it interesting how there are so many celebs of multicutural backgrounds, but when they are placed in a commercial or in the general public eye, there is never an emphasis or hint at their culture. Everyone would just assume they were American. What’s up with that?

By: Amberly Pecsek

Amberly Pecsek — Sun, 29 Apr 2007 16:38:53 +0000

I agree that this commercial seems highly “Americanized” in several ways, from the lead actor. However, I do not think that the commercial is, as previous comments have mentioned, “completely” American, but rather an act of glocalization and cultural hybridity, due to the incorporation of both Japanese actors, language (at least, in regards to the females present), and culture. On the other hand, I see how this may arguably be a good case for cultural imperialism, too, as not only the nature of the product being marketed, but also the film style, from the choice of an American actor in the lead role to the film style, playing on “24″ is depicted.