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A Study on the Effect of the Use of Story Marketing in Japanese Popular Culture ‒Focusing on the Secret of Success of Animation ‘Gundam’ ‒日本大衆文化におけるストーリーマーケティングの活用効果に関する考察 ‒アニメ「ガンダム」産業の成功の秘訣を中心に‒
- Issue Date
- 2013
- Publisher
- 한국일본근대학회
- Keywords
- ストーリーマーケティング; アニメ; ガンダム; 産業; 日本大衆文化; story marketing; animation; gundam; industry; Japanese popular culture
- Citation
- 일본근대학연구, no.41, pp 89 - 109
- Pages
- 21
- Journal Title
- 일본근대학연구
- Number
- 41
- Start Page
- 89
- End Page
- 109
- ISSN
- 1229-9456
- Abstract
- This paper examines the effect of the use of story marketing in the genre of animation in Japanese popular culture. Analyzing animation Gundam as a concrete research object, this paper investigates the secret to become a successful industry from the four following perspectives: a differentiation strategy of a story, comprehensive acceptance of different generations and genders, a strategy of one-source multi-use, characteristic to the genre, and continuous technical innovation. As a result, the success of animation Gundam is due to well-organized plots of a story and effective uses of story marketing.
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Collections - College of Humanities > School of Asian Languages and Cultures > 1. Journal Articles
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