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The New Canadian — January 23, 1987

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The New Canadian
An Independent Organ for Canadians of Japanese Origin

I VOL. 51 — NO. 5

“"

FRIDAY, JANUARY 23, 1987

David Crombie
and Redress
Update

Toronto Japanese Christian
Churches new committee
TORONTO. — The Toronto Japanese Christian Churches
Communications Committee, held their Annual General
Meeting, following a dinner at the China House Restaurant.
The guest speaker was the Rev. Rick Meyer of STOP 103.
Words of appreciation were expressed for retiring Chairman,
Rev. Koei Aka, pastor of the Toronto Japanese Seventh Day
Adventist Church, and retiring Secretary, Miss Alison Shep­
pard, of St. Andrew's Japanese Anglican Church.
A report was given by Rev. Stan Yokota, pastor of the
Toronto Japanese Gospel Church, regarding the Renrakukai's involvement, by the giving of a donation to encourage
the Haida Indians of the Queen Charlotte Islands, in their
struggle to keep one of their sacred Islands from “Strip­
logging”.
The new executive committee consists of: Chairman: Rev.
Dr. Roland Kawano, St. Andrew's Japanese Anglican Church;
Vice-Chairman: Rev. Dr. Seichii Ariga, Centennial-Nisei United
Church; Secretary: Pastor Stanley Yokota, Toronto Japanese
Gospel Church; Treasurer: Mr. Seiichiro Nakamichi, Toronto
Japanese United Church — Nichigo Congregation.

Canada Day poster winner
guest of Sec. of State
OTTAWA. — A national Ca­ and helping get the word out
nada Day poster contest will through their outlets across
be launched early in January the country.
The winning national entry,
with a prize of an all-expense
paid trip to Ottawa for the win­ selected from the provincialning artist and immediate territorial winners, will be­
family on July 1, 1987, Sec­ come the official poster for
retary of State David Crombie the 1987 Canada Day celebra­
tions. The winning artist and
announced today.
The Bay and McDonald's his/her immediate family will
are supporting the contest be guests of the Secretary of
State for the Canada Day acti­
vities on Parliament Hill.
“1987 marks the 40th anni­
versary of Canadian citizen­
ship and what better way to
WASHINGTON — The fam­
make people aware of it than
ilies of four astronauts killed
through a poster competition
in the explosion of the space
on the theme ‘What It Means
shuttle Challenger last year
to be a Canadian,” said Mr.
— Ellison Onizuka, Francis
Crombie.
(Dick) Scobee, Christa Mc­
The contest will be open to
Auliffe and Gregory Jarvis —
all Canadians and entries
have settled with the govern­
must be postmarked before
ment for damages, 60 percent
midnight, Feb. 21, 1987.
of which will be provided by
Posters should be 38 cm by 50
Morton Thiokol, maker of the
cm (15x20 inches) and done
shuttle's failed rocket boost­
with crayons, paint or pastels.
ers. Although the Justice De­
Contestants are entitled to
partment declined to disclose
one entry only.
the exact amount of the set­
tlement, it is believed to be
Nissan to build
at least $750,000 per family
because the agreement was
Montreal plant
signed by Deputy Attorney
MONTREAL. — Japanese
General A. Burns, who must
automaker Nissan plans to
approve civil agreements ex­
build an $8 million auto parts
ceeding that amount.
distribution centre here, a
None of the four families
report says.
had brought legal action
Construction should be
against the government, NA­
completed this August, said
SA or Morton Thiokol, and
Radio-Canada, the CBC's
the settlement precludes any
French-language service. The
future claims.
report said the centre also
The settlement is meant to will house Nissan's Quebec
“provide adequate financial head office.
security” for the families, the
The project may be a result
Justice Department said. Oni­ of a push by federal Industry
zuka is survived by his wife Minister Michel Cote to bring
Lorna and daughters Janelle major economic projects to
and Darien.
Quebec.

Onizuka's family
gets settlement

TORONTO, ONT |

By KASEY OYAMA

TOKYO. — Japanese Emperor Hirohito, 85, and Crown
Princess Michiko return New Year's greetings in Tokyo
recently to those who visited the Imperial Palace during
the traditional palace ceremony celebrating the New Year.

Marriage of “Gaijins” to Japanese
men doubles, yet prejudice high
TOKYO. — The number of
foreign women married to
Japanese men has doubled
since 1975, but many wives
say prejudice still persists.
“People still stare at us
on the train, and many call
us ‘gaijin’ (foreigners) with
a
negative
connotation,”
charges Clare Yamauchi, pre-

Court upholds
Noguchi demotion..
LOS ANGELES-The state
Court of Appeal decided Dec.
12 to uphold the 1983 demo­
tion of Dr. Thomas Noguchi,
who had been county coroner
for 14 years.
Noguchi was removed from
his position in 1982 by the
Board of Supervisors, which
charged him with mismana­
gement and using his office
to promote his outside acti­
vities. In March 1983, the Civil
Service Commission voted 4
to 1 to uphold the supervi­
sor's action, and Superior
Court Judge Norman Epstein
later upheld the commission's
decision. Noguchi was de­
moted to physician-specialist
and transferred to CountyUSC Medical Center.
It its ruling, the Appeals
Court called Noguchi “an
outstanding pathologist and
forensic scientist” but added
that “he lacks the manage­
rial skills and administrative
ability to run the coroner's
office.”

sident of the Association of
Foreign Wives of Japanese
(AFWJ).
When AFWJ was founded
17 years ago, few Japanese
men married foreigners. Ini­
tial membership was less
than 50.
Today the
organization
counts more that 400 mem­
bers from 40 countries. Near­
ly half of the members are
American, followed by British
and Philippine spouses.
The growth of the organi­
zation reflects Ministry of
Health and Welfare statistics.
In 1985 the number of Japa­
nese men married to foreign
wives was 12,181, or twice
the 1975 figure.
Such increases do not
mean that Japan has become
a more international society,
say AFWJ members.
“True, AFWJ membership
is 10 times greater than when
we were inaugurated,” Yama­
uchi says. “But I wonder how
much Japanese attitudes to­
ward foreigners have chang­
ed during the last 20 years.
I feel like saying, ‘Please do
not stare at us with curious
eyes’.”
Another AFWJ member
complains that even Japaese children with foreign
mothers suffer.
“My son-said he did not
feel like going to school be­
cause his friends made fun of
him saying, ‘Please speak
English’.”

MONTREAL. — It would be
difficult to find anyone more
qualified than Hon. David
Crombie, Secretary of State
and Minister responsible for
Multiculturalism, to find a
just and reasonable way of
providing redress to Japa-.
nese Canadians who were
victims of the government's .
wartime policy.
That is not to say that it will
be easy to find an acceptable
formula, or that it will be
found at all at this time. There
are constraints on the govern­
ment as to what it believes it
can offer, while on the other
hand, the National Associa­
tion for Japanese Canadians
(NAJC) feels that the settle­
ment must appear to be
reasonable in the eyes of the
community it represents as
well as to many outside the
community who have rallied:
to the cause.
The NAJC position has been
laid clearly before the govern­
ment. It consists of three re­
quests.
(1) that there should be an
official government acknow­
ledgement of the injustices
done to the Japanese Cana­
dians during and subsequent
to World War II;
(2) that the government
support legislative measures
to prevent the recurrence of
such injustices; and
(3) that the government pro­
vide compensation to Japan­
ese Canadians, based on
$25,000 to each individual
affected plus and still surviv­
ing, plus a sum of $50 million
to be established for the com­
munity.
There should be little pro­
blem regarding the first item.
The government sees no ob­
jection, and in fact Pierre
Trudeau, when he was prime
minister, included this apol­
ogy in his speech to the Japa­
nese people in Tokyo, where
such an apology was most
unexpected in view of the
fact that the majority of the
victims were Canadian citi­
zens, albeit of Japanese an­
cestry.
The second item, that of
providing some sort of a safe­
guard to the excesses pos­
sible under the provisions
of the War Measures Act,
is somewhat academic. The
government requires unusual
powers in an emergency, and
the exercise of these powers

(Cont. on page 2)

Page 2

Friday, January 23, 1987

Page 2

Oyama . . .
can result in human error.
The government should not
be made responsible for such
errors. Nor should its hands
be tied in an emergency.
What may be investigated
is that actions taken under
regulations like the War Mea­
sures Act be subject to
review if there are grounds to
suspect malicious and know­
ing misuse of the special

powers.
In the case of Japanese Ca­
nadians, the special powers
were used, not maliciously
but misguidedly, to seek a
permanent solution to the
source of racial conflict in
British Columbia. The mea­
sures adopted had little to do
with the question of national
security. Japanese Canadian
properties confiscated for

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“safekeeping” were sold to
make it difficult for the
owners to return to the coast
Japanese Canadians were
restricted from returning to
their previous homes for
some time even after the end
of the war. Thousands were
induced under physycological
duress to go to Japan after
the war. Most of these acts
had little to do with national
security.
'
The long delay before the
redress movement was
started, as well as the initial
reluctance to begin such a
movement seems to reflect
the cultural roots that the
Japanese immigrants brought
from Japan.
Payment and acceptance
of money was considered
vulgar in samurai tradition.
Tradesmen were relegated to
the lowest social rank past
the middle of the 19th cen­
tury. These values have'per­
sisted subconsciously into
the modern era, and most
strongly perhaps among im­
migrants who left Japan and
were left out of the moderni­
zation that continued in
Japan proper.
The situation is somewhat
similar to the case of French
Canadians who left France
and were never quite in step
with the evolution of society
and language taking place in
France.
Cultural roots were res­
ponsible for the fact that very
few Japanese immigrants de­
meaned themselves by ac­
cepting “relief” during the
depression.
This sort of attitude seems
to die hard, and it persists
among the first generation
Japanese immigrants, and
the older second generation
who came under their parents
influence.
The subconscious persist­
ence of this attitude is prob­
ably at the root of the resist­
ance of some Japanese Cana­
dians to seek compensation.
To them, seeking monetary
compensation was too often
equated with greed, and lack
of consideration of what
other Canadians would think.
The early opposition to re­
ceiving compensation has
been dying with the conti­
nuation of the redress move­
ment, incidentally, that was
started by the children of the
second generation Japanese.
The driving force was in
these youths who did not ex­
perience firsthand the extra­
ordinary wartime conditions.
The older Nisei (second ge­
neration) and the first gene­
ration immigrants are rapidly
joining the ranks of the NAJC, who favor individual com­
pensation.
The dissidents, which in­
clude highly intelligent and
successful Nisei, seem to
have switched to rear-guard
action recently. Their state­
ments reflect an attempt to
create an impression that

(Cont. from page 1)

The New Canadian

their supporters are more
numerous than is actually the
case.
A good indication is in the
Montreal Japanese Canadian
community, where there has
recently been a spontaneous
movement to back the NAJC.
by forming an Ad Hoc Com­
mittee of the NAJC, while
those who formerly indicated
that they were generally op­
posed to NAJC have remain­
ed silent. The NAJC seems to
be winning more supporters
among the older Japanese
Canadians with the passage
of time.
At one time, the Japanese
community in all parts of
Canada deplored the disunity
and the infighting that seem­
ed to be going on in Toronto.
Recently, however, there is
no voice being raised that
the people holding opposing
views should bury their dif­
ferences and strike a com­
promise. The reason seems
to be that such a move will
give undue prominence to
the relatively small element
opposing the National Asso­
ciation for Japanese Cana­
dians.
What then are the possible
solutions? No doubt many
suggestions would arise out
of an honest attempt to find
one.
It may be possible to pro­
vide compensation in the
form of annuities. This would
avoid the need fora large out­
lay that could strain the na­
tional treasury.
There is no point obviously
in offering compensation to
people who oppose it. On the
other hand there should be
no means test to determine
who qualifies. Redress is not
welfare.
An option should be pro­
vided for those who do not
believe in redress. Of course
that belief may not be so
strong that he would turn one
down his share if it is offered
to others.
A option should be given to
those who believe it should go
to a community fund. It may
be even better to allow him to
name the fund of his choice.
The NAJC has taken the
position that they will be flex-ible in their position regar­
ding the redress question,
but that they will not accept
a settlement that is not based
on prior discussion with the
NAJC. They are convinced
that the great body of Japan­
ese Canadians, as well as the *
many organizations that con­
tinue to show their support
for the redress movement
would rather that the NAJC
walk away from an unsatis­
factory solution. They are suf­
ficiently confident that the
Canadian people will not
allow the matter to drop to
allow injustices imposed on
Japanese Canadians become
an insignificant footnote to
Canadian history?

Established 1939

— Asian Leader

■ A member of Ethnic Press
Association of Ontario
and Canada Federation
Publisher & Japanese Editor
Kenzo Mori

English Editor
Kei Tsumura

Published on Tuesdays
and Fridays
479 Queen Street West
Toronto, Ontario M5V 2A9

PHONE: 366-5005
Subscription in advance $30.00
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Second Class Mail No. 0366

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The New Canadian .

Page 3

Friday, January 23, 1987

PERSONAL NOTES
[ QB ITU AR IE $
SAI KO
VANCOUVER — Mr. Edward
(Eddie) Saiko of Vancouver
MORESIDE
passed away on December
RICHMOND, B.C. — Elva
31, 1986 at age 63 years. Sur­
Moreside,
former
vived by his wife Marie, 7 Carson
sisters, 4 brothers, many teacher at Lord Byng School,
nieces and nephews, as well Steveston, B.C. died peace­
as 4 aunts and 4 uncles.
fully on Dec. 11, 1986 in Rich­
Funeral service at Forest mond. She was born in Winni­
Lawn Funeral Hime within peg 1906 and was predeceas­
grounds of Forest Lawn Ce­ ed by her husband in 1985.
metery in Burnaby.
Survived by sisters Maisie
Mutton — Gallagher Lake
and Irene Caldwell, Vancou­
YAMAMOTO
ver. She taught at Lord Bing
VANCOUVER. - Mr. Yone- School until her retirement
taro Yamamoto passed away and was especially beloved
on January 5, 1987 at the age by those pupils who had
of 86 years. Survived by his come newly to Canada. For­
loving wife, Ei; 3 sons, Kenji mer pupils in her classes of
and his wife Asako, Mitsuo pre-war days were also very
and his wife Yoshiko, Isao fond of her as she was ex­
and his wife Kumi; 1 daugh­ tremely kind and thoughtful
ter, Akemi and her husband of their needs.
Shizuo Tanaka; 9 grandchil­
Any memorial donations
dren; 2 great-grandchildren.
will be appreciated for Can­
Funeral service held at cer Research — Eastern Star
Vancouver Buddhist Church c/o Mrs. A. Brock, 2551 Shell
with the Rev. Y. Izumi offi­ Rd., Richmond, B.C. V6X 2B2.
ciating. Glenhaven Memorial
Chapel. Vancouver Cremato­
SUMI
rium.
TORONTO. — Mrs. Oiso
Esther Sumi passed away at
SUNADA
Toronto Western Hospital on
MAPLE RIDGE, B.C. — Mr. January 8, 1987 in her 88th
Kinjiro Sunada passed away year. Beloved wife of Tosh­
on December 30,1986 at aged iaki Sumi. Dear mother of ’
72 years. Leaves to mourn his Kikuo of Ottawa. Mutsuko
loving wife, Yuriko; son, Kat­ Miriam Kumagai of Ottawa,
sushi, Hope, B.C.; 1 daughter, Lorraine Omotani of Toronto
J ud i th, at home;r2g randc h i I- and Mark of Seattle. Prede­
dren; 1 brother, Yukito Suna­ ceased by Harry and Kazuko.
da, Maple Ridge; 1 sister, Also survived by eight grand­
Ichiko Murakami, in Japan.
children and three great
Maple Ridge Funeral Cha­ grandchildren.
pel. Rev. I. Noshiro officiated
Jerrett “Scarborough” Cha­
the service. Interment Maple pel. Service at St. Andrew's
Ridge Cemetery.
Anglican Church. Interment
at Highland Memory Gar­
dens.

SHARON'S
FLORIST
942 PAPE AVE.
TORONTO, ONT.
TEL: 425-2122
City wide delivery
Peter Sasaki

GREETINGS OMITTED
DUE TO BEREAVEMENT
Mrs. Jean Kitagawa
Taber, Alta. TOK 2G0

Mona
Leo

Mrs. Onizuka appalled by
bonus to shuttle builder

HOUSTON. — The widow tract officer at the Marshall
By DENPHINE HIRASUNA
of Challenger Astronaut Elli­ facility where the booster
There are some mysteries son S. Onizuka was dismayed program is managed.
Criticality 1 shuttle sys­
in the world that I would just by reports that Morton Thioas soon see go unsolved — kol Inc. became eligible for a tems are those in which a
like the recent announcement bonus from NASA before the failure can lead to a loss of
that the Mona Lisa is actually shuttle accident, it was re­ vehicle and crew. The boos­
ter joint rupture that doomed
a painting of Leonardo da ported recently.

I
am
not
only
surprised.
I
Challenger was blamed in
Vinci in drag. A computer
analysis of the portrait, com­ am appalled,” Lorna Onizuka part on the failure of rubber
pleted in 1504, apparently told the Houston Chronicle. O-ring seals that were classi­
Morton Thiokol manufactured fied criticality 1.
revealed that Mona Lisa's
“We're doing a careful
features matched Leonard's the solid rocket booster that
exactly — same eyes, hair­ failed, causing the January assessment of what's in the
line, cheeks, and nose. The 28 Challenger explosion that Presidential (commission) re­
Mona Lisa, in fact is a mirror killed her husband and six port that would lead to a de­
cision whether to reduce the
image of Leonardo's self­ other crew members.
The House Science and
fee,” Cough said in a tele­
portrait, minus the beard and
Technology Committee, in a phone interview.
cap.
report on its investigation of
He said theoretically it's
It's a historical fact that the accident, said: “Thiokol
possible that the penalty
Leonardo was extremely at­ was eligible to receive 6 very could be levied at the Mar­
tached to his painting of large incentive fee, probably shall Centre level, but that a
decision probably would be
Mona Lisa. He carried it with on the order of $75 million,
made by NASA headquarters
him from Florence to Milan to for work on the shuttle's
in Washington.
Rome and finally France, boosters before the accident.
Thomas Russell, a Thiokol
Onizuka said she has decid­
where he died in 1519. Yet,
ed against filing legal claim
although he mentioned his vice president, questioned
against NASA as Challenger
other paintings in his journal, the accuracy of that $75
widow Jane Smith has done,
he never discussed the Mona million figure. The figure
could be accurate if the com­
or to pursue a lawsuit against
Lisa.
Morton Thiokol as widow
For 500 years people spec­ pany's base profit, or target
Cheryl McNair has done.
ulated on identity of the fees, are added to bonuses
“I'm very supportive of
woman with the inenigmatic and incentives Thiokol was
what Jane Smith is doing and
smile. Was Leonardo secretly elligible to receive on its
Cheryl McNair, but I have to
in love with this woman? Was cost-plus incentives contract
contend with cultural differ­
she the wife of a wealthy art with NASA, he said.
Robert Ketcham, general
ences,” she told the news­
patron? Did she wear an
paper. “Everybody has to do
almost imperceptible smile counsel for the committee
what they have to do.
because she was in love or and author of the panel's
“I support them. I under­
report, acknowledged Thio­
pregnant?
stand their decision. I under­
The Mona Lisa has been kol's argument but said his
stand their anger because I
the subject of love songs and information about the com­
understand their loss.”
poems. Men were fascinated pany's bonus and incentive
She said her husband's
by her smile. Women tried to eligibility came from NASA
family and her family are of
affect that same alluring, and he would stand by the
report.
Japanese ancestry, and that
misterious quality.
Onizuka told the Chronicle
filing a claim or suit would
All this time the joke was
not be an honorable endeavor.
on us. The lady was no lady; the report “threw me for a
“Both of us have Japanese
she was Leonardo clean loop.” She is working for a
NASA contractor near the
ancestry. I don't want to dis­
shaven, in a low-cut dress.
Johnson Space Center to
honor anybody,” she said, ad­
ding she and her husband are
Leonardo, who was said to support her two children 17
third-generation Japanese.
be gay, had some peculiar and 11.
In a related development, a
Onizuka said she set aside
habits — like w ” ig back­
insurance money she receiv­
wards, but it
never NASA official at the Marshall
ed after the death of her hus­
revealed that he liked to Space Flight Center in Hunts­
ville, Ala., said recently
band for her two children.
cross dress.
“As far as financial secu­
I think I will never be able the agency is considering
rity goes, El had always be­
to see a picture of this mas­ penalizing Thiokol by $10
lieved in insurance so we're
terpiece without wondering million because of the acci­
all right, but I want to put that
what was going through Leo­ dent.
aside for my children, and to
A provision in Thiokol's
nardo's head at the time. Did
live the way we did before he
he wear a dress to make this contract allows the space
died. I am working,” she said.
self-portrait? Before he set­ agency to cut payments to
She said she also works for
tled on a plain bodice, did he the company by $10 million
psychological reasons — “a.
try on a few jewels and frilly for a “criticality 1” failure,
place to go in the morning.”
lace? Did he carry the port­ said Daniel R. Clough, a con­
trait around with him until
he died because he was afraid
that someone would figure
out her true identity? Did he
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Whatever his motives, Leo­
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I'm sorry it's been exposed.
I'd much rather imagine that
Mona Lisa was smiling be­
cause she was daydreaming
about her wonderful lover.
Now her smile looks like a
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Page 4

Page 4

Friday, January 23, 1987

THE NEW CANADIAN

Japan's fem judoka win a Gold,
Silver and 3 Bronze in tourney
TOKYO. — Japan's Noriko
Mochida clinched the 61-kilogram (134 lb.) division crown
at the Fukuoka International
Women's Judo Champion­
ships recently.
Japan took home one gold,
one silver, and three bronze
medals at the tournament
held in the western Japanese
city of Fukuoka, about 513

miles west of Tokyo.
World. champion
Ingrid
Bergmans of Belgium handily
topped Yoko Tanabe of Japan
in two bouts to take an ippon
and the 72-kg (158 lb.) title.
Roshitha Harti of Austria
won in the 66-kg (145 lb.) sec­
tion, while Gao Feng Ian of
China took the over 75-kg
title.
Mochida achieved a yusei
victory in her grapple with
Lynn Roethke of the United
States in the finals for the
61-kg category.

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Telephone: (416) 466-8780
Monday to Saturday: 10 a.ni. — 3 p.m.
4
4,

BARRY FURUKAWA
Member of the Toronto Real Estate Board

M. PRISTUPA REAL ESTATE
RENFORTH MALL
460 RENFORTH DRIVE
ETOBICOKE M9C 2N2

Bus. 621-6400
Res. 766-7395

Sales & Service on
Admiral, Panasonic, Quasar, Toshiba, Zenith, Etc.

Expert Repairs on B/W & Colour TV’s

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2625 ISLINGTON AVENUE

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671 the Queensway, Toronto, Ontario M8Y
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Image Up!” replacing
Banzai!”as battle cry

TOKYO — “Image Up” - a popular
offerings is far more creative than
expression that now resides in the
the editorial content.
Japanese vocabulary — packs a lot of
Subways, too, have become com­
meaning in Tokyo these days.
petitive playground for advertisers
It was the bright boys of Japa­ whose posters are considered by
nese advertising who coined the
some to be among the most pro­
term a few years ago, but today,
vocative in the world. In fact, it
the “upping” of image is a matter
is through transit advertising that
of bordering on the passionate for
a lot of “experimental” approaches
the consumer smart and financially
are tested with an obvious captive
secure post-war Japanese.
audience.
With so much money to be spent
Japanese commuters log an aver­
and so much “image” to be gene­ age of three hours a day going to and
rated these days, advertisers find
from work, but even a short ride on
themselves in a continual scramble
a Tokyo subway introduces a virtual
for a share of Japan's plentiful dis­ wonderland of advertising images
posable yen.
that embrace the? obvious, the ab­
“The market is sophisticated and
stract or the avant-garde.
demanding,” remarked Kimjaki Tana­
In one of the most memorable re­
ka, a director of marketing for Seibu,
cent ads, Hollywood actress Fay
the trendy, uncontested pacesetter
Dunaway, clad in an extraordinary
among Tokyo department stores.
Issey Miyake costume, plays the role
“Just a few years ago branded
of Bodhisattva, about to reach Nir­
•’ products — especially those with
vana. What is she selling?
an imported designer name — were
“Dreams,” replies Tsuji Masuda,
enough to attract and hold a steady
the director of Parco, Tokyo's most
market. Today, Japanese consumers
stylish commercial-cultural complex.
; want high-quality, Japanese goods
Parco has built an entire advertis­
that clearly avoid a mass produc­ ing strategy on mood and subtlety
tion/mass market image.”
rather than an intention to per­
Efficacious marketeers are only suade, a message that last year earn­
too happy to supply a creative diver­ ed sizable sales for the hip retailer.
sity of goods and services to the
But profits in the advertising busi­
“neo-Japanese” as they're often
ness are made not so much of dreams
called, but the real competition is as they are of a careful fine tuning
in the advertising.
to the trends and whims of a volatile
Visually astute and product cons­ market. The days of the traditional
cious young Japanese like to be Japanese consumer profile are gone
flattered through advertising that
for good as the consumer market
engages the cerebral.
here continues to become more fine­
“An impression is what's impor­ ly sectored.
tant,” said Bernard Barber, an execu­
According to Barrington Hill, ex­
tive vice president at McCann Erick­ ecutive creative director at McCann
son-Hakuhodo in Tokyo.
Erickson-Hakuhodo, “The youth
Barber points to the success of a market alone has become so ,extraor: .
recent television advertisement for dinarily. fragmented thaUcornpanies
mayonnaise that pictures a group of must sell a unique image in order
American cowboys with the single to retail a multiplicity of products.
expression “It tastes like a river, There's an unbelievable prolifera­
not like a pool.”
tion of extremely precise consumer
Don't get it? Don't feel badly, it's targeting occuring, such as soft
all part of what ad executives refer to drinks advertised to urban girls who
as “top-of-mind awareness,” one of turned 16 in February.
several contemporary trends in Japa­
“Or under one brand name it' s not
nese advertising that sell products
unusual to find over a hundred new
by practically avoiding any mention
watch lines introduced in one year.”
of the products themselves.
Credit spending — a relatively re­
cent commercial and social pheno­
There are other creative differen­ menon here — is also dramatically
ces in Japanese advertising that now affecting advertising.
The Japan Consumers Association
have ad agencies looking at the tradinotes
that “advertisers have gone
. tional “hard sell” as well. Compa­
overboard with the attraction of easy
rative advertising between products,
credit.”
for example, rarely occurs in Japan.
In fact, the government's Econo­
“Before and after” claims are never
mic
Planning Agency estimates that
made either.
Where conventional logic in the one out of every two Japanese aged
18 or older-has an average of two
West tells television viewers “why”
credit
cards of some kind.
and “how”, the Japanese are much
With the majority of credit pur­
more sensitive to feelings and a
chases
going to fashionable goods,
sense of familiarity. “Often, the
designer clothing and interior items,
approach is to make friends with the
advertising
in these areas has also
viewer,” explains Barber. “Western
advertising makes the product supe­ expanded.
Travel cards, too, are creating a
rior but Japanese advertising makes
trend for “leisure” and travel related
it desirable.”
advertising.
American Express, Ja­
. Although advertising represents
only 1 percent of Japan's GNP (com­ pan's largest foreign credit card
pared with 2.3 percent in the United company, estimates the number of
States, the largest expenditure in Japanese holders of its travel cards
the world), the Japanese are persist­ will reach 1 million in the next two
ently invaded by multimedia over ex­ years.
Annual advertising expenditures in
posure.
Japan
hover around $12 billion, but
Dentsu, Japan's largest adverti­
sing agency, reports that the average will no doubt chart a steady rise with
Japanese sees about 75 television the continuing trend of younger
commercials per day, most of them image-conscious consumers enter­
15-seconds in length.
ing the marketplace.
Direct mail and point-of-purchase
Over 95 percent of Japanese homes
subscribe to one or more newspa­ promotions, unheard of just a few
pers and some 200 new magazines years ago, have also now become
popular and profitable strategies in
are started up each year in Japan.
Japan.
Last year alone, eight new “men's”
In a recent development, Dentsu
magazines — targeted to boys bet­
ween 15 and 25 years old — develop­ Inc. surprised the nation's maleed in response to the new high dominated advertising industry with
fashion profile of young Japanese the formation of a new production
house, Dentsu Eye, staffed exclu­
men.
As typical for a number of other sively by women who are filling a
magazines published in Japan, the vital gap in product planning for
advertising in this latest spate of women's products.

JUNNKASHINO
AND PARTNERS

CHARTERED
ACCOUNTANTS
FIRST REXDALE PLACE
155 REXDALE BLVD
. SUITE 406
REXDALE, ONT M9W 5Z8

Telephone: 745-9800

Glyn M. Onizuka
Barrister &
Solicitor
425 University Avenue
Suite 201
Toronto, Ont. M5G 1T6
Telephone:

598-2 0 02

40 Melfcxd Drive, Unit 1
MlB 2G2

KEN OGAKI
Financial Planning Consultant

ANNUITIES
R.RJ.F.’s & R.R.S.R's
Financial Concept Group Inc.
Ste. 305 /121.0 Sheppard Ave. E.
Willowdale, Ontario M2K1E3

494-8600

M arc i a
Matsui
Barrister & Solicitor
11 Prince Arthur Ave.
Toronto, Ontario
M5R 1B2
(416) 964-6366
TORONTO
JAPANESE
RESTAURANTS

«

Authentic Japanese Food

OPEN

**

EVERY SUNDAYL
from 5 P.M .

A

195 Richmond St. W

424 977-9519
“Karaoke Bar”

MICHI ANNEX
269 Queen St. W., 2nd Floor
Toronto
Tel. 599-9483

YORKLAND
Selling or Buying
a House?
Investing in
Real Estate?
For Satisfaction, call

Dennis Masuda
c*T 298-6934
1885 LAWRENCE AVE. EAST
TORONTO, ONTARIO

[

|

Page 5

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JB

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BUS.
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J«-24«,
533-7551-

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PHONE 431-9191

Ginza Japanese
5130

DUNDAS

ST.W.

ISLINGTON,M9A

:231-4000

1C2

$

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Yanagawa Shoten
584 Upper James Street
Hamilton, Ontario
Tel: 383-1518

NIPPON
VIDE#
CENTRE

PACIFIC TRAVEL SERVICE
234 Egiinton Ave. EastSuite 503.

o

2690 DANFORTH AVE.
TORONTO TEL. 698 6246

■Toronto, Ont. M4P 1 K5

Tel: (416) 481-5141

1993 DANFORTH AVE., TORONTO
TEL. (416) 698-0633
(*»B<*^1

QPEN:S.M.W.10a.m.TQ6p.m. T.F.S.IOa.m.TO 9p.m. CLOSE:TUE.
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221 SPADINA AVE.TORONTO TEL.593 0338

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825 AVE DU PRESIDENT KENNEDT
SUITE:2O5
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SUITE: 1703
TORONTO ONTARIO M5M-1Z5 MONTREAL QUEBEC M3A-1K2
JU

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i’d like to know more about my new
Canada Pension Plan. Please send me
the 'good news’
in English□ in French □ about
□ Retirement Pension
□ Disability Pension
□ Death & Survivor Benefits
□ Pension Credit Splitting
□ Flexible Retirement
□ Financing your CPP
Health and Welfare
Canada

^™««
^^—™J
U«™^^«
^™™«»™/«^^™™

CANADA PENSION PLAN

You may need further information
to better understand these
changes. For booklets about your
Canada Pension Plan, fill out the
coupon and mail it to:

Name
Address

■^—™™i«—^—«

Sante et Bien-etre social
Canada

Citv

Province
Postal Code

03

Canada

CPP-INFO
RO. Box5400
Postal Station “D ”
Scarborough, Ontario
MIR 5E8

Page 8

t 7x

Friday, January 23, 1987

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