{"id":23245,"date":"2023-02-17T13:51:32","date_gmt":"2023-02-17T05:51:32","guid":{"rendered":"https:\/\/www.mcxcc.com\/?p=23245"},"modified":"2024-09-28T12:43:14","modified_gmt":"2024-09-28T04:43:14","slug":"newspaper-advertisements-are-still-so-beautiful","status":"publish","type":"post","link":"https:\/\/www.cinght.com\/en\/newspaper-advertisements-are-still-so-beautiful\/","title":{"rendered":"It's almost unfair for a newspaper advertisement to be this beautiful."},"content":{"rendered":"

Nowadays, even my grandfather in his nineties has stopped reading newspapers. So, it was quite surprising to discover that Itochu Corporation, one of Japan's top five trading companies, is still placing newspaper ads.<\/p>\n\n\n\n

However, after seeing them, you might wonder: Are we sure the newspapers aren't begging them to run these ads? Such beautiful advertisements should boost newspaper sales, right?<\/p>\n\n\n\n

What's more special is that, unlike the traditional concept of \u201cone copy for multiple newspapers,\u201d Itochu Corporation's 2023 New Year advertisement was placed in Japan's five major newspapers, each with unique copy and visuals. Collecting all five newspapers would give you a heartwarming day.<\/p>\n\n\n\n

Let's take a look.<\/p>\n\n\n\n

*Nihon Keizai Shimbun*: Good Morning 2023<\/h2>\n\n\n\n
\"StarCrane<\/figure>\n\n\n\n

An early-rising dog barks, wanting to go for a walk.
Lighting the stove, the air in the room seems to melt.
Pleasant sounds of chopping vegetables on a cutting board come from the kitchen.<\/p>\n\n\n\n

Life begins again.<\/p>\n\n\n\n

In each comfortable day,
We want to solve both environmental pollution and food waste issues.
We will continue to make business closer to your life and mine.<\/p>\n\n\n\n


Life \u00b7 Love \u00b7 Business<\/p>\n\n\n\n

Dear Life, Itochu Corporation<\/p>\n\n\n\n

*Asahi Shimbun*: I'm Off 2023<\/h2>\n\n\n\n
\"StarCrane<\/figure>\n\n\n\n

Because remote work is possible,
I can see the children off.
From your light footsteps, we can understand your mood.<\/p>\n\n\n\n

New ways of working have become daily life.
Life begins again.<\/p>\n\n\n\n

In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and mine.<\/p>\n\n\n\n


Life \u00b7 Love \u00b7 Business<\/p>\n\n\n\n

Dear Life, Itochu Corporation<\/p>\n\n\n\n

*Mainichi Shimbun*: Welcome Back 2023<\/h2>\n\n\n\n
\"StarCrane<\/figure>\n\n\n\n

Entering the room and quickly turning on the heater.
Washing hands with hot water to regain sensation.
Worn-out loungewear brings comfort.<\/p>\n\n\n\n

Wearing an extra jacket to turn the heater down one degree.
Life begins again.<\/p>\n\n\n\n

In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and mine.<\/p>\n\n\n\n


Life \u00b7 Love \u00b7 Business<\/p>\n\n\n\n

Dear Life, Itochu Corporation
 <\/p>\n\n\n\n

*Yomiuri Shimbun*: Let's Eat 2023<\/h2>\n\n\n\n
\"StarCrane<\/figure>\n\n\n\n

Freshly cooked, glossy white rice.
A hearty, hot miso soup with abundant ingredients.
A greedy dog under the dining table.<\/p>\n\n\n\n

Vegetables left from year-end, revived from nukazuke pickling.
Life begins again.<\/p>\n\n\n\n

In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and mine.<\/p>\n\n\n\n


Life \u00b7 Love \u00b7 Business<\/p>\n\n\n\n

Dear Life, Itochu Corporation<\/p>\n\n\n\n

*Sankei Shimbun*: Good Night 2023<\/h2>\n\n\n\n
\"StarCrane<\/figure>\n\n\n\n

Steaming hot bathwater.
A soft, white towel.
Freshly washed pajamas.<\/p>\n\n\n\n

Snuggling into a futon warmed by a yutanpo (hot water bottle).
Life begins again.<\/p>\n\n\n\n

In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and mine.<\/p>\n\n\n\n


Life \u00b7 Love \u00b7 Business<\/p>\n\n\n\n

Dear Life, Itochu Corporation<\/p>\n\n\n\n


Finally, this series of advertisements is the second round of promotions for Itochu Corporation's Dear LIFE \u201cLife \u00b7 Love \u00b7 Business\u201d series, which started in the summer of 2022, illustrated by illustrator Anzai Kijuu.<\/p>\n\n\n\n

It is worth mentioning that the greetings on each illustration use English rather than Japanese hiragana or katakana. Regarding this, one of the creators, Koichiro Toda, explained that they wanted each greeting to be part of the illustration. Considering that the newspapers would be delivered to people on the first workday of the New Year, using Japanese writing would make the greetings serve only a functional purpose. However, the brand wanted this \u201cwish\u201d to be a gift, so using English phonetics visually conveys that feeling.<\/p>\n\n\n\n

<\/p>\n\n\n\n

BY TOPYS<\/p>","protected":false},"excerpt":{"rendered":"

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