Japanese Adverising Design
This style is my favorite. humor is a way of giving
something back to the audience for their attention to
the message. There is little to laugh about in crowded
trains on in the morning commute to work or school. A
smile will be appreciated.
This example employs a nonsensical humor. Sakuranishiki
becomes the name of a new bright star. The visual shows
grain of rice in unusual setting-the night sky- and uses that
setting as an opportunity for a humorous expression that
relies on the expression Sakuranishiki, which happens to be
the brand name of the rice.
Humor runs the risk of debasing the quality of the product,
but it can also burnish the product by creating a mood of
good spirits around it.
Copyright Orie 2000