anthoropology take-home exam

anthoropology take-home exam - Munenori,Yogi 1M0606019

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Munenori, Yogi 1M060601-9 Anthropology Take-Home Exam                       Due on January 13                      Munenori, Yogi                      1M060601-9 1
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Munenori, Yogi 1M060601-9 Question 1 In advertisement in Japan, several interesting characteristics in Japanese  construction of race, culture and citizenship can be found. In the article by  Millie Creighton, it is pointed out that the idea of Japaneseness is related to  the   concept   of   uchi   and   soto   (inside   and   outside).   Japanese   consider  themselves   as   homogeneous   inside,   considering   the   foreigners   as  heterogeneous outside. Utilization of this unconscious notion can be seen in  Japanese advertisement according to Creighton. In Japan, so called mood  advertisement is mainstream way to promote profit rather than explains on  particular   goods.   Therefore,   making   potential   customers   believe   that   a  certain   product   is   outstanding   is   important.   To   accomplish   this   aim,  incorporating Western foreigners in selling promotion is effective in Japan.  According   to   Creighton,   foreigners,   to   be   specific   the   white,   contains  unusualness   in   Japan   so   it   is   effective   in   making   a   certain   product  differentiated from other products. 3
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Munenori, Yogi 1M060601-9 To refer to categories in foreigners, in her article, Creighton claims that  Japanese see the white as pure foreigner. That is why the white is used in  product promotion in Japan; it is the most effective because the white is  considered as pure  compared  the  other Asian people or the  black. She  supports her argument on this saying that Japanese have specific terms for  the black and the other Asian people;  koku-zin  and  azia-zin . She also points  out   that   those   Japanese   minorities,   such   as   Ainu,   Okinawans,   are  considered not as outside foreigners but as inside foreigners. It is also  pointed out that these people tend to follow Japanese mainstream people, in  other words people in main islands ( Hondo-zin ) because it is useful for them  in everyday life. Why   Japanese   see   particularly   the   white   as   pure   foreigner?   Creighton  explains   this   mystery   in   terms   of   history.   After   Meiji   period,   Western  nations were, and to some degree have been a goal which Japan aims to be.  Japan poured its effort to westernize for a long time and in some sense,  Western nations were superior to Japan. Creighton sees this as a major  4
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anthoropology take-home exam - Munenori,Yogi 1M0606019

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