Updated May 17, 2023
Yasuhito Abe, Associate Professor at the Faculty of Social Studies, has found that using anime moe characters in tourism promotion may have adverse effects.
The use of anime characters in marketing is common in Japan. The strategy exploits people’s affection, or moe toward characters to sell goods and services. A recent study by Abe investigated the use of moe characters in regional promotion content for the Chita Peninsula of Japan. The study found that moe-based promotion strategies encourage simplistic views of a region’s rich history, objectification of women, and harmful heteronormative notions of masculinity.
https://doi.org/10.1177/13678779231160568
For more details, please see the website of Organization for Research Initiatives and Development, Doshisha University.
Research News: "Moe" Than Just Advertisement: Reflections on the Use of Anime Characters for Tourism Promotion
This achievement has also been featured in the “EurekAlert!.”
NEWS RELEASE 17-MAY-2023, "Moe" than just advertisement: reflections on the use of anime characters for tourism promotion
The use of anime characters in marketing is common in Japan. The strategy exploits people’s affection, or moe toward characters to sell goods and services. A recent study by Abe investigated the use of moe characters in regional promotion content for the Chita Peninsula of Japan. The study found that moe-based promotion strategies encourage simplistic views of a region’s rich history, objectification of women, and harmful heteronormative notions of masculinity.
Reference
Abe, Y. (2023). More than just the regional promotion in Japan: The case of Chita Musume. International Journal of Cultural Studies, 26(3), 326–342.https://doi.org/10.1177/13678779231160568
For more details, please see the website of Organization for Research Initiatives and Development, Doshisha University.
Research News: "Moe" Than Just Advertisement: Reflections on the Use of Anime Characters for Tourism Promotion
This achievement has also been featured in the “EurekAlert!.”
NEWS RELEASE 17-MAY-2023, "Moe" than just advertisement: reflections on the use of anime characters for tourism promotion
Now, a study has found that the use of these characters may perpetuate harmful stereotypes about women and promote heteronormative notions of masculinity.
Image Credit: jsks from Wikimedia Commons
Image Source Link to be added in the Image Credit Section of EA form: https://commons.wikimedia.org/wiki/File:Red_suit_anime_girl_temple.png
License type: CC0 1.0.
Yasuhito Abe, Associate Professor at the Faculty of Social Studies, has found that using anime moe characters in tourism promotion may have adverse effects.
The use of anime characters in marketing is common in Japan. The strategy exploits people’s affection, or moe toward characters to sell goods and services. A recent study by Abe investigated the use of moe characters in regional promotion content for the Chita Peninsula of Japan. The study found that moe-based promotion strategies encourage simplistic views of a region’s rich history, objectification of women, and harmful heteronormative notions of masculinity.
https://doi.org/10.1177/13678779231160568
For more details, please see the website of Organization for Research Initiatives and Development, Doshisha University.
Research News: "Moe" Than Just Advertisement: Reflections on the Use of Anime Characters for Tourism Promotion
This achievement has also been featured in the “EurekAlert!.”
NEWS RELEASE 17-MAY-2023, "Moe" than just advertisement: reflections on the use of anime characters for tourism promotion
The use of anime characters in marketing is common in Japan. The strategy exploits people’s affection, or moe toward characters to sell goods and services. A recent study by Abe investigated the use of moe characters in regional promotion content for the Chita Peninsula of Japan. The study found that moe-based promotion strategies encourage simplistic views of a region’s rich history, objectification of women, and harmful heteronormative notions of masculinity.
Reference
Abe, Y. (2023). More than just the regional promotion in Japan: The case of Chita Musume. International Journal of Cultural Studies, 26(3), 326–342.https://doi.org/10.1177/13678779231160568
For more details, please see the website of Organization for Research Initiatives and Development, Doshisha University.
Research News: "Moe" Than Just Advertisement: Reflections on the Use of Anime Characters for Tourism Promotion
This achievement has also been featured in the “EurekAlert!.”
NEWS RELEASE 17-MAY-2023, "Moe" than just advertisement: reflections on the use of anime characters for tourism promotion