TV ads to promote Japan abroad

TV ads to promote Japan abroad

The Foreign Ministry plans to better utilize TV commercial messages to be aired overseas so that other countries will receive more information about Japan's contribution to the international community.

After commercial messages aired on CNN from March to early May received high public praise, the ministry realised the value of TV commercial messages in galvanizing public opinion in the international community.

By the end of this fiscal year, the ministry will produce a number of new TV commercial messages to be aired on TV stations in other countries.

As this year is the 70th year since the end of World War II, the ministry aims to counter the increasingly fierce anti-Japanese propaganda from China and South Korea over issues relating to historical perceptions.

At CNN, two commercial messages were aired. One, titled "Nation Building in the Post War Era," mentioned how Japan has contributed to economic growth, peace-building and other elements in Asia. The other, titled "To make Women Shine," shows how Japan is helping women advance in society in developing countries.

Each explained the efforts by Japan using graphics and video for about two minutes in English.

The clips were aired from March 14 to 27 in North America, Asia, Europe, the Middle East and Africa. They were aired again in North America to coincide with Prime Minister Shinzo Abe's visit to the United States from late April to early May.

The ministry examined via CNN how widely the video clips were viewed, and it was estimated that about 83 million people saw at least one of the video clips.

The ministry also found that about 90 per cent of the viewers had a favourable impression about Japan.

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