Tag Archives: anime advertisement

Hulu Says, “Watch Anime.” I Say, “Uhhh…”

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For the first time in a long while I’ve been able to use Hulu, and naturally the first thing I do is go watch some cartoons. While watching anime on Hulu, I got an ad for…anime on Hulu. That’s nice, why not advertise your services? People might not know, and I assume that these ads aren’t just preaching to the choir and appear on other shows.

As I watched the 30-60 second ad (I don’t quite remember how long it was exactly), I came to an odd realization that the ad was not making me want to watch anime. If you haven’t seen it, it basically features various clips from anime titles on Hulu (Naruto, Soul Eater, School Rumble, etc.) to the tune of an instrumental version of the first Soul Eater opening. Something about it doesn’t sit right with me, and I think it has to do with how similar it is in spirit to ADV’s old anime advertisements which emphasize thie idea anime is action, giant robots, magical girls, comedy, straight from Japan, not kids’ stuff, etc. I even like a good amount of the shows used in the ad, but it’s like they took the most spastic and anime-ey scenes they could find and called it a day’s work.

I don’t have a solution to offer myself, for an advertising wizard I am not, but I can easily think of one example that I feel inspires people to watch anime. Back in the early-mid 2000s, Toonami would run ads for their shows, usually grouped together by a theme. They made anime feel grand and special in a way that wasn’t just drawing on kids’ desires to see something different (though obviously that was still a factor).

(It also doesn’t hurt that the narrator is Optimus Prime.)

The above video indeed feels like it’s promoting a lot of the things that the old ADV commercials and the Hulu one do, but so much more weight is given to themes that are explored through anime than to the flesh and spectacle of techno-oriental exoticism. If the Hulu ends up working out for Hulu and they get tons of new viewers, then more power to them, but I still think the ad could be something more substantial.

Deceptive Marketing and Copywriting

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“In the future, boys will be boys and girls will be robots!”

“A story of love, dreams, and perseverance.”

“Slowly, Satou comes out of his reclusive shell, and his hilarious journey begins, filled with mistaken identity, Lolita complexes—and an ultimate quest to create the greatest hentai game ever!”

The above quotes are taken from an ad for Chobits, an ad for The Story of Saiunkoku, and the official synopsis of Welcome to the NHK, respectively. And while they’ve all got a certain catchiness or punch to them, anyone who’s seen these shows will tell you that, while the words in each are on some level true, they don’t really convey the complete appeal or feel of their stories.

I’m not exactly sure how I feel about this, other than the general sense that companies advertise their own anime and manga poorly, but maybe that’s merely by my own standards. I do fear that there is always a very real chance that because of the misleading advertising that it might lead some people to miss a show they might otherwise watch, or might lead to misunderstandings when a show doesn’t do well. To use a non-anime example, Avatar: The Last Airbender was marketed as if it were for young kids, but the story was sophisticated enough that it would at the very least be more suitable for young adult viewers. And, surprise, that’s where a lot of its hardcore fanbase is. First Gundam also had a similar problem where its initial run in Japan was not successful but when it caught the attention of older (as in older than 10) viewers, it picked up steam.

Is it all right to, in some sense, trick people into reading your book or watching your show? Is it simply a case that if you told most people that Saiunkoku was like, political shoujo, that it would turn most people away? Is this why Honey and Clover appears in Shoujo Beat when it’s targeted towards older female readers?

In that respect, does this sort of thing actually work? Is it actually pulling in new people who would be turned away from these works normally? Or is it perhaps turning people away who would otherwise be interested in reading the somewhat depressing story of a drug-abusing shut-in who feels his life is all but worthless?