Advertising is the magic that turns a “product” into a “commodity.

It’s a must-read for the advertising industry, marketers as well as start-ups.

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Talked dialogue “To talk about advertising is to talk about the world. ～How to Find Your “Craze” with the Masters of the Advertising World” (Part 1)

Tsunetaro Sugiyama, President, Light Publicity x Jun Fukuda, Entrepreneur

Sugiyama: “Advertising is not about self-introduction. Yet, now everyone thinks that “advertisement = forceful self-introduction. It has become a forced “notice” or “self-introduction.

An advertisement is “something that makes you aware. To put it in a slightly stiffer term, it is something that “gives a shift in value” to the viewer. Something that they had previously thought was this way, but now they are thinking, “Oh, that’s not so”…. It’s not a forced announcement or self-introduction, because it’s something that makes you turn around and say, “Then I want that, too.

Of course it is the client who is paying the money, and we are the creators, but when it goes out into the world, it is already transformed into something public. So we are not allowed to do whatever we want.”