第191回 WORKSHOP報告(2月16日) / 参加者48名

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《 今回のworkshop 》
○workshop参加人数:48名(うち新人の方:7名)
○【前半】:low-context or high-context communication
○【後半】:Marketing Campaigns
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≪FIRST HALF≫
low-context or high-context communication

Introduction
The ways of expressing our opinions or feelings are quite different from country to country. It is true that such differences partly arise from differences among individuals, but there are surely cultural characteristics. Knowledge about such characteristics is useful to prevent misunderstanding and adopt well to the international society. Although there are many points of view to categorize such ways of communication, I would like to introduce one method of categorization; “low-context or high-context” communication. Here, I will show the definition of each side.

low-context:
Good communication is honest, simple and clear. A message is expressed and interpreted literally and doesn’t include much connotations. Ambiguous, vague expressions are avoided.

high-context:
Good communication is implicit, coded and glancing. A message is expressed and interpreted indirectly and includes connotations. It’s usually implied modestly and rarely expressed clearly. The real meaning or intention of words are usually affected or changed depending on the context(*).
(*)Context means culture, situation, or shared knowledges among family and friends.

In this material, I would like you to see things from both low-context and high-context communicator’s side and enjoy the difference of communication style.

For example, if an exhausted tourist from Iran who has just finished his long journey says “I’m not hungry,” what do you think his real intention is?

Discussion
Q1. Which communication style do you usually use, low-context or high-context?
Q2. What is important to communicate in the situations below? Do you come up with any nice tips?
 A. You are a low-context communicator. You are going to talk to a low-context communicator.
 B. You are a low-context communicator. You are going to talk to a high-context communicator.
 C. You are a high-context communicator. You are going to talk to a low-context communicator.
 D. You are a high-context communicator. You are going to talk to a high-context communicator.
Q3. You are going to be a manager of an international team of 10 people. The team includes both low-context and high-context communicators. What will you do to prevent misunderstanding and finish the project successfully?
How about a team of 100 people? Do you change or add any strategies?
Q4. There are many other criteria to categorize differences in communication. What do you think about criteria below? Pick up any criteria you like and share your opinion or experience.
*Negative feedback; direct or indirect?
direct: Negative feedback to coworkers are conducted with frank, straightforward, honest words.
indirect: Negative feedback to coworkers are conducted with soft, subtle, gentle words and often accompanied by positive messages.

*Persuasion; principle basis or application basis?
principle basis: Theories and concepts come first, and then opinions and ideas are added.
application basis: Facts, remarks and opinions come first, and then theories are added only to make them persuasive. Theories and philosophical discussions are avoided in business situations.

*Trust; task basis or relationship basis?
task basis: Trusts to coworkers are built through tasks related to business. A person who does good performance is considered as reliable and trusted.
relationship basis: Trusts to coworkers are built through drinking or having lunch with them. Coworkers see deep inside of each other, talk about private lives, get to know friends of each other, and then finally get trusted.

*Difference of opinion; allow confrontation or avoid confrontation?
allow confrontation: Differences of opinion are seen as positive to a team. Confrontation isn’t a problem at all and doesn’t have any bad effect to relationship.
avoid confrontation: Differences of opinion are seen as negative to a team. Confrontation is a problem and has bad effect to solidarity or relationship of a team.

Reference
“Interpersonal Communication: High and Low Context Teaching Tool”

『異文化理解力』(エリン・メイヤー 著、田岡恵 監修、樋口武志 翻訳)
https://www.amazon.co.jp/%E7%95%B0%E6%96%87%E5%8C%96%E7%90%86%E8%A7%A3%E5%8A%9B%E2%80%95%E2%80%95%E7%9B%B8%E6%89%8B%E3%81%A8%E8%87%AA%E5%88%86%E3%81%AE%E7%9C%9F%E6%84%8F%E3%81%8C%E3%82%8F%E3%81%8B%E3%82%8B-%E3%83%93%E3%82%B8%E3%83%8D%E3%82%B9%E3%83%91%E3%83%BC%E3%82%BD%E3%83%B3%E5%BF%85%E9%A0%88%E3%81%AE%E6%95%99%E9%A4%8A-%E3%82%A8%E3%83%AA%E3%83%B3%E3%83%BB%E3%83%A1%E3%82%A4%E3%83%A4%E3%83%BC/dp/4862762085

≪LATTER HALF≫
<Agenda>
Marketing Campaigns

<Discussion Questions>
1 What is the most watched event on Japanese television? Please describe it.
2 What are some other good techniques for marketing? Please elaborate.
3 How has marketing made an impact in a way Japanese society has evolved?
4 What image do brands give to consumers as a way of persuasion?
5 Do you think the effort of collaboration is worth it? Please explain.

<Extra Question>
Please give an example of successful advertisement in Japan.
And discuss the reason for the success.

<Article>
Chance the Rapper joins the Backstreet Boys for Doritos’ Super Bowl LIII commercial.

Chance the Rapper is an American singer, songwriter, record producer, and actor, from Chicago, Illinois. In 2013, he began to gain recognition following the release of his mixtape, Acid Rap. He is a member of the Chicago collective Save Money. He has worked as the lead vocalist for the band The Social Experiment; they released the album Surf (2015).
In 2016, Chance released his mixtape Coloring Book to critical acclaim. It earned him three Grammy Awards, including Best Rap Album; upon winning, it became the first “streaming-only” album to win a Grammy Award.

The Backstreet Boys are an American vocal group, formed in Orlando, Florida in 1993. The group consists of AJ McLean, Howie Dorough, Nick Carter, Kevin Richardson, and Brian Littrell.
The group rose to fame with their debut international album, Backstreet Boys (1996). They rose to superstardom with their album Millennium (1999) and its follow-up album, Black & Blue (2000).
After a separation, they regrouped and released a comeback album Never Gone (2005). After the conclusion of the Never Gone Tour in 2006, Richardson left the group to pursue other interests. The group then released two albums as a quartet: Unbreakable (2007) and This Is Us (2009).
The group announced that Richardson had rejoined them permanently (2012). The following year they celebrated their 20th anniversary and released their first movie, titled Backstreet Boys: Show ‘Em What You’re Made Of (2015).

Doritos is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, a wholly owned subdivision of PepsiCo. The original Doritos were not flavored. The first flavor was Taco, released in 1967, though other flavors have since debuted for the company. The concept for Doritos originated in a restaurant at Disneyland. Doritos has also gained popularity for its marketing campaigns aired during the Super Bowl.

The Super Bowl is the annual championship game of the National Football League (NFL). The game is the culmination of a regular season that begins late summer of the previous calendar year. Normally, Roman numerals are used to identify each game, rather than the year in which it is held. For example, Super Bowl I was played in 1967, following the 1966 regular season. The most recent Super Bowl is Super Bowl LIII for 2019, following the 2018 regular season.
The Super Bowl is one of the most watched annual sporting events in America. The NFL typically claims the number of people able to watch the game. The Super Bowl holds the record for the number of viewers, with a final number of 114 million (making it the most-viewed television broadcast of any kind in American history). The halftime show was the most watched ever with 118 million viewers, and an all-time high of 168 million viewers in the US. The game set a record for total viewers for the fifth time in six years.
Commercial campaigns include the Budweiser “Bud Bowl” campaign, the 1984 introduction of Apple’s Macintosh computer, and the 1999 dot-com ads. As the television ratings of the Super Bowl have steadily increased over the years, prices have also increased every year, with advertisers paying as much as $3.5 million for a thirty-second spot during the Super Bowl. (A segment of the audience tunes into the Super Bowl solely to view commercials).
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It sounds like Chance the Rapper is putting a new twist on an old favorite in his collaboration with the Backstreet Boys. In the teaser, he dropped some heat onto group’s classic “I Want It That Way,” rapping over the song in celebration of Doritos’ own collaboration – Flamin’ Hot Nacho chips.
The teaser shows off some of the enormous production value behind the Super Bowl LIII ad. It begins with Chance sitting alone in what looks like an airplane hangar, resting on top of a piano and trying the snacks out.
“Flamin’ Hot Nacho?” he wonders to himself. “They made the original… hot?”

The ad then cuts to a closed air strip, where Chance and a few others are pulling off stunts in matching purple and yellow sports cars. Multi-colored smoke drifts through the air as dancers in matching neon jumpsuits dance around behind him. Chance’s verse leads seamlessly back into the Backstreet Boys’ chorus, and they walk out of the smoke to join him.
The ad ends back in the hangar, where Chance the Rapper dances at the head of the Backstreet Boys wearing a broad grin. The whole thing ends on a shot of the new corn chips bag.
“The original. Now it’s hot,” Chance says simply in voice over. The catchphrase is also the hashtag that Doritos seems to hope fans will rally behind.
The collaboration is one of the most hotly anticipated ads for the Super Bowl. More footage has come out gradually over the last week, including behind the scenes clips and other sneak peeks. Fans went wild as soon as it released. The commercial was shared all across social media, with fans sharing the unlikely collaboration in a state of nostalgic bliss.
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<References in Japanese>
https://ja.wikipedia.org/wiki/%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0
マーケティング(Wikipedia)

【超基本】マーケティング、PR、広告、ブランディングの違い


【超基本】マーケティング、PR、広告、ブランディングの違い

マーケティング戦略を事例から解説~無印良品、スタジオアリスの事例~


マーケティング戦略を事例から解説~無印良品、スタジオアリスの事例~

http://yahoojp-marketing.tumblr.com/post/182018304378/20190115


動画広告の効果とは?成功事例から学ぶ広告戦略

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