Key points are not available for this paper at this time.
Abstract Various explanations for the well-known “soft-sell” style adopted in Japanese TV ads are examined. The common culturally based explanation is found wanting, as is an alternative explanation based on a theory of the persuasive role of social factors in Japan. A more complete explanation draws upon the peculiar institutional arrangements which exist in the Japanese agency world and the economic function played by advertising in the Japanese marketplace.
Johny K. Johansson (Tue,) studied this question.