News and Opinion

ANA's "Racist" Commerical and Japanese National Identity

There has been a little bit of a hubbub over a new TV commercial that the Japanese airline ANA has put out. Some news organizations have reported complaints that it is racist, and ANA has responded by apologizing and is changing the ad. Here is the original CM: 

It's a disturbing commercial, but not exactly for the reasons some have stated. Since the issue of audience is important, it might be good to think about how the average Japanese viewer might see this. FIrst note the casting. The actor on the left is Nishijima Hidetoshi, a very good actor in straight dramas like Kitano Takeshi's Dolls who I like a lot (whom I've met, by the way). The one on the right is Bakarizumu, a popular comedian who has done some great routines (you can check out one here). The cut to Bakarizumu with the gaijin get-up is then intended to be comedic, both because of the casting (most Japanese would know who the two are) and the extreme get-up. You don't see that kind of get-up in Japanese TV comedy much any more, but when you do, it is rather self-conscious, emphasizing not only the stereotyped "gaijin" image, but also the slapstick, vaudeville-like nature of the comedy. That's the case here as well, with the rubber bands attaching the nose being quite visible. So on one level, the CM works by allowing the viewer to laugh not just at the "gaijin" but also, in a meta way, at the comedy. They thus laugh at the get-up as ridiculous, as patently false and comedic—perhaps even understanding it as old-fashioned and a stereotype. 

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