Page 8 - Selling Fantasies
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the younger generations, anime has already crossed over from subculture to popular culture.
Furthermore, the impact of anime is no longer exclusive to young people in Japan. In
fact, Japanese anime movies have had tremendous success in the global market lately, and the
popularity and appeal of anime is at an all-time peak (Dentsu, 2019).
3. Methodology
This paper adopts a literature review, Netnography and an advertising review with visual
examples (pictures) as its research methodology. The chosen social media platforms for this
study are Youtube, Instagram, Twitter and Facebook.
Saussure’s Model
According to Saussure, signs are made up of two components. He identified the signifier as the physical
form of the sign, both written and spoken language. These forms and sounds could then be used to
represent various mental concepts to the audience (Media Studies, 2020).
Netnography
Netnography applies social science methods to propose a novel way for doing ethical and
comprehensive ethnographic research. It blends architectural and online communications work,
as well as participation and observation, integrating modern digital and network data collection,
analysis, and research representation methods. Netnography can assist in understanding the
world. It can assist in understanding the different contexts that make it possible, the new social
forms it promotes, and the old ones it replaces (Kozinets, 2010). Netnography is the collection
and analysis of data concerning people's free social behaviour on the Internet. The main
difference is that this data is acquired when individuals are behaving freely, in contrast to
research surveys, in which individuals sometimes reply to avoid embarrassment or to impress
the interviewer (Martech Zone, 2020).
4. Results and Discussion
"Cheshire Puss, “she (Alice) began…"would you tell me, please, which way to go from
there? “
"that depends a good deal on where you want to get to, “said the Cat. (Alice ‘s Adventures in
Wonderland, Lewis Carroll)
Marketers must have a clear vision and stick to it when communicating with customers. No
marketing strategy in the world will be effective without thinking big and driving towards that
goal. So, what's the plan now? Where will their vision lead them? What are the metrics for
achieving it? We can say that they are all after all, chasing the white rabbit in some sense. The
rabbit might be a differentiation strategy, the channel through which they will communicate,
the message or content itself, Marketing Psychology (the way customers think, feel, reason,
and make decisions), either way, they must create that path themselves. Four advertisements
will be analyzed in this section using the semiotics method and backed by people's perceptions
and interpretations of the signs present in each advertisement with the goal of determining what
messages the producers attempted to convey using a semiotics-based mode of communication.
7|Page
Furthermore, the impact of anime is no longer exclusive to young people in Japan. In
fact, Japanese anime movies have had tremendous success in the global market lately, and the
popularity and appeal of anime is at an all-time peak (Dentsu, 2019).
3. Methodology
This paper adopts a literature review, Netnography and an advertising review with visual
examples (pictures) as its research methodology. The chosen social media platforms for this
study are Youtube, Instagram, Twitter and Facebook.
Saussure’s Model
According to Saussure, signs are made up of two components. He identified the signifier as the physical
form of the sign, both written and spoken language. These forms and sounds could then be used to
represent various mental concepts to the audience (Media Studies, 2020).
Netnography
Netnography applies social science methods to propose a novel way for doing ethical and
comprehensive ethnographic research. It blends architectural and online communications work,
as well as participation and observation, integrating modern digital and network data collection,
analysis, and research representation methods. Netnography can assist in understanding the
world. It can assist in understanding the different contexts that make it possible, the new social
forms it promotes, and the old ones it replaces (Kozinets, 2010). Netnography is the collection
and analysis of data concerning people's free social behaviour on the Internet. The main
difference is that this data is acquired when individuals are behaving freely, in contrast to
research surveys, in which individuals sometimes reply to avoid embarrassment or to impress
the interviewer (Martech Zone, 2020).
4. Results and Discussion
"Cheshire Puss, “she (Alice) began…"would you tell me, please, which way to go from
there? “
"that depends a good deal on where you want to get to, “said the Cat. (Alice ‘s Adventures in
Wonderland, Lewis Carroll)
Marketers must have a clear vision and stick to it when communicating with customers. No
marketing strategy in the world will be effective without thinking big and driving towards that
goal. So, what's the plan now? Where will their vision lead them? What are the metrics for
achieving it? We can say that they are all after all, chasing the white rabbit in some sense. The
rabbit might be a differentiation strategy, the channel through which they will communicate,
the message or content itself, Marketing Psychology (the way customers think, feel, reason,
and make decisions), either way, they must create that path themselves. Four advertisements
will be analyzed in this section using the semiotics method and backed by people's perceptions
and interpretations of the signs present in each advertisement with the goal of determining what
messages the producers attempted to convey using a semiotics-based mode of communication.
7|Page
