Analyzing Local Identity Through Outdoor Advertising in the Cities of Kyoto, Osaka and Tokyo

Abstract

The present study envisions a potential solution, through outdoor advertising, for the growing homogenization of the concept of place amid the dissemination of a global advertising culture, reinforced by the globalization of the market and the technologies of the digital age. As suggested by McClay and McAllister, the events mentioned above allow for an easy fraternization of people, products, and ideas thus, sometimes, making the world appear placeless. Nowadays, especially regarding communication in public spaces, the constant dispute between brands causes a lack in the support of a city’s identity. From the perspective discussed here, brands could adopt idiosyncratic elements of the local culture in their campaigns and – through a cooperation between brands and cities – disseminate the intrinsic characteristics that incorporate its identity. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects were analyzed. Through a field study based on visual research, different samples were constituted for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretive analysis. The results corroborate the hypotheses raised regarding the existence of divergent cultural preferences in outdoor advertising in each of these three cities. It was concluded that the introduction of advertising adapted to the society and culture of different regions may bring benefits for the local identity, as well as for the brands that will thus establish a more relevant communication with a city’s inhabitants.