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This book analyzed the messages Japanese TV commercials with Western Hollywood celebrities contained from three methodological perspectives: content analysis, interviews, and semiology. Content analysis shows Western cultures high penetration into Japan. Semiological analysis reveals the significance of Western celebrities in Japanese TV commercials. The interview analysis indicates that the main reason for utilizing Western celebrities in Japanese TV commercials is to differentiate products and companies from others. One aspect of this study is a critical look at the double-standard whereby...

"Ladies comics," a genre of sexually explicit Japanese manga magazines produced for women and by women, were thought to revolutionary because they portray women having free sexuality outside of marriage. Other types of sexual expression outside marriage have traditionally been seen as socially unacceptable. However, semiotic analyses of this genre of manga demonstrates that what they depict is womens double consciousness; believing something against their own interests. In these popular manga women characters are typically portrayed as enjoying being raped, adultery, and even being...