Posted by Neko Danshaku =^^= on 04.21.2005, 12:03 PM:
About Ghibli poster
Hello, I'm Michael, renamed into Neko Danshaku.
Thank you for all of you to write replies about Ghibli's Poster. Let me talk about myself. I'm a graphic designer and I love Ghibli's movies especially Neko no ongaeshi. To be honest, I'm very curious about those Ghibli's movies poster. Before I write it as a paper, I just doing it for my object of curiousity. And as long as I read available datas that I can found, I have a conclusion that Ghibli's movie poster doesn't tell us anything about the Anime, but to make us curious enough to see the movie itself. I guess that's not unusual since Hollywood's one are also doing the same.
As an advertisement, I don't think the poster did well. I have a report that said, people who knew Ghibli's movie from its poster is only about 3-5 person from 330 person. So the poster doesn't started communication effectively, but I think they are good as a reminder, since the poster was put up in many places. The poster itself doesn't have a specific illustration or copy.. since the illustration are all the same in pamflet, leaflet, and any other print materials. The copy itself, is more universal, it was said to be appeared on the TV, Poster, and every kind of advertisement. I think it's because of the budget, which Ghibli reduced their budget for the other thing than their production. However, they can use Japanese style of Media Mix marketing effectively to promote their movies.
It's sure hard to find articles about Ghibli poster, cause I think people saw Ghibli as a studio which making movies and not making posters. Me myself start to felt curious when I saw Sen to chihiro poster that shows Chihiro holding flower bouquet on the back seat of the car (posted by Jiji above). "How can it be? When people see this, don't they think this is a drama movie?" is the word that flows in my mind at the time. But Ghibli don't only promote with poster, that's the fact. I think all of its advertisements are teasers. (Thanks to Jiji for his(her?) comments for Sen to Chihiro poster, your comments could support my paper)
Since I love Neko no ongaeshi, I got infos about the poster. The copy literary meaning "being a cat is not too bad, right?". It was made by Shigesato Itoi, and Suzuki only said to him that this movie is about a girl that thinking for a second to live in a fantasy world of cat as a cat and required a copy for that. Several days later. Itoi suddenly finished and gave Ghibli the copy.... how mysterious.... Ghibli never reveals in detail for what they have done (as long as I know), so I think that is the way Ghibli is working. Spontaneous but full responsibility yet conceptual (psychologically) is my word to describe the working style of Ghibli.
But anyway, Suzuki said that there was some people who thought "Neko no ongaeshi" is a scary movie from its poster... strange.....
The poster of Mononoke Hime I was said before, I think its surely gave a big impact on the concept of Japanese Women. But I think it's not happened in Japan, but in the west. But since I can describe its impact better than "neko no ongaeshi" poster, I put my personal comment for "Mononoke Hime" poster.
These are some URL which become my references (in Japanese, but since my Japanese is not too good, I'm afraid I mistranslated/misunderstanding the sentences.)
<http://www006.upp.so-net.ne.jp/mo-saito/inta14.html>
<http://www.ntv.co.jp/ghibli/ghibli/history/history6.html>
This is only my private opinion, but I think you can take some useful things I said here.
And because it's only a private opinion, it will be very hard to put it on my paper. So I just need some declaration or supports from you for what I said here is right or wrong, since I don't live in Japan and I didn't experienced the Ghibli advertisement campaign too. So I don't have any idea that my assumption is right or wrong...
PS: To Jiji, I have opened your suggested URLs and I confused which is the official movie poster... there are so many movie poster for just one movie... is it because the campaign or teasers...
__________________ 私のスペシャルブレンドだ。その都度味が変わるので、
保証はできないね。 F(^^)
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