浅析日本文具广告中的传统精神和文化

Analysis of Traditional Spirit and Culture in Japanese Stationery Advertisement

日本作为世界第二大文具、办公用品及礼品市场,有着成熟的市场体系,强大的消费能力,并用形式多样高质量的产品吸引了众多忠实粉丝。从日本文具的人性化设计和专注力上能够看出日本人追求卓越与品质的精神和对日本古往今来传统精神的沿袭。同时,日本文具广告也隐秘地包涵着这些日本传统精神。本文主要涉及无印良品、Shachihata和国誉三个品牌不同类型的广告,主要谈及日本传统匠人精神和物哀精神以及其延伸出来的禅宗文化和对自然美的推崇。虽然在广告中没有刻意突出,但这些传统精神同广告主旨和品牌涵义融合在一起,并通过不同广告形式自然地传递出来。

Japan,as the second largest stationery,office supplies and gift market,has a mature market system and a strong consumption ability,having attracted plenty of loyal followers by high-quality goods of various forms.From humanization design and concentration of Japanese stationery,Japanese spirit of pursuing excellence and quality and following traditional Japanese spirits of all ages can be found.At the same time,Japanese stationery advertisements include those traditional Japanese spirits secretly.In this thesis,different types of advertisements of such three brands as MUJI,Shachihata and KOKUYO have been involved,mainly artisan spirit,sympathetic spirit and Zen culture extending from that,also the praising highly for natural beauty have been discussed.Although not highlighted deliberately in advertisements,those traditional spirits integrate them with the advertisement purport and brand meanings,expressed out naturally by different advertisement types.