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...