Thursday, June 12, 2014

Marlboro Sign




"Deru kui ha, utareru."
"Deru kui ha, utaretsuyoi."

"Deru kui ha, utareru" is an incredibly well-known proverb in Japan that translates to "The nail (or stake) that sticks up gets hammered down". It means that if you stand out from the crowd in some way, you'll be punished, reinforcing the demand for social conformity.

The modified version, "Deru kui ha, utaretsuyoi" reads as, "If you get hammered down, pop back up again". It kind of presents an image of "Whack-a-mole".

I've said before, I don't understand Japanese cigarette advertising. Smoking in Japan is a social activity that most people are expected to join in on. I guess the message is, "be a smoker like everyone else, just do it with our cigarettes and not the other guy's".

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