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This paper will discuss rhetoric in advertising that is particular to Japan. Advertising is a paid communications activity intended to alter the attitudes people have towards consumption behavior, etc. through persuasion. While there are several conceivable approaches to researching persuasion, this paper will focus on rhetoric that has been researched in the West since the times of ancient Greece. Over time, advertising expression was perceived to exist within the talent and inspiration of individual creators, and as such was thought to be limitless in direction. However, according to research on rhetoric, effective patterns of advertising expression are in fact limited. Moreover, advertising expression in Japan incorporates distinctive rhetoric that differs from that employed in the West. This paper will seek to clarify the characteristics of such Japanese-style rhetoric through comparing advertising award-winning works from Japan and the United States. [ABSTRACT FROM AUTHOR]

A series of experiments conducted by Hilobumi Sakaki shows that a small discrepancy in opinions between recipients and persuaders will cause boomerang effects, whereas a large discrepancy will produce attitude changes in the advocated direction. Sakaki constructed the Yin and Yan Theory of Cognition to explain these results. The purpose of this paper is to contribute to the further development of a series of studies on the Yin and Yan Theory of Cognition by reviewing the relevant studies to date and by presenting additional examples on the theory. Examples of social phenomena in Japan and foreign countries such as the U.S.A., Spain, and Vietnam indicate that this Yin and Yang Theory of Cognition provides a possible explanation for changes in attitudes or opinions of people. Previous studies can be divided into two main categories: (1) Laboratory experimental studies on the effect of persuasive communication, where quantitative and qualitative analysis is conducted and indicates attitude changes including the boomerang effect. (2) Analytical studies on real-world phenomena, also where quantitative and qualitative analysis is conducted and indicates attitude changes including the boomerang effect. In this paper, the authors analyze 10 real-world social examples where people have shown the boomerang effect using the latter approach, instead of the former approach mainly used by the author in the past. The analysis reveals that the observed phenomena, for example, the problems concerning American public's recognition of global warming, ineffective election campaign in Japan, and the citizens' protest against official government view associated with a subway fare hike in Madrid and other social phenomena, can be explained in terms of the Yin and Yang Theory of Cognition. From these 10 phenomena, it becomes clear that the boomerang effect is generated among people in many social problems or campaigns and that the Yin and Yang Theory of Cognition may offer a precise explanation for such effect. Moreover, this theory may provide a solution to the social problems taking place in the world. [ABSTRACT FROM AUTHOR]

Complaints are regarded as customers' self-assertion containing emotional factors as a means of expressing their dissatisfaction. In addition, complaints shall not be addressed extemporaneously; rather, handling process of such complaints must be pointed to the achievement of customer satisfaction (CS). That is the reason why complaints-handling needs psychological approach considering customers' emotion. This paper discusses effective complaints-handling approaches developed from practical experiences. In order to carry on effective complaints-handling process aimed at the solution, the following five approach methods using psychology and counseling methods are necessary: 1. To listen carefully to what customers have to say; that is, to hear and find out what kind of situation they are facing, their emotion toward such situation, and what they are expecting, etc. 2. To focus on customers' emotion behind their complaints; in other words, to respond to the significance of complaints for the customers and their emotion instead of focusing only on the underlying facts. 3. To firstly accept customers' views or assumptions without rejection, at the same time leading them to reframe their views. 4. To focus on the "vision of solution" rather than the "cause" of complaints; that is, to flesh out the problems and what complainants are trying to solve. 5. To "visit" instead of just "waiting"; in other words, to visit complainants on another occasion and build face-to-face communication with them. By using these methods depending on the situation, the quality of complaints-handling process may be improved. [ABSTRACT FROM AUTHOR]

This paper is intended to make clear to weighing the factors related to the emergence of product innovation in small and medium-sized enterprises. Companies 5300 survey is composed of "collaboration with external resources" "attitude to work of the employee" management style "top management" "The strength of the company", as the factors considered and therefore, to be related to product innovation implemented, Inc. 891 valid responses were obtained. From regression analysis with survey data that, significantly, such as "collaboration with public research organizations" "Commitment to new business initiative of management" "research and development capabilities," technology as factors related to the emergence of innovation for SMEs coefficient paths were observed. Also, in order to validate the structure of the underlying factors in the organization of technology and research and development capabilities, analysis by structural equation model was carried out. As a result, t is the source of this "voluntary efforts to utilize the past experience of the employee" will support the technology and R & D capability has been markedly. In addition, the factors that support its status, it is the practice of active communication and management style in order to raise the morale of the employees has been estimated. [ABSTRACT FROM AUTHOR]

Japan's Ministry of Economy, Trade and Industry has proposed the introduction of "kansei value" in addition to the existing concept of value based on functionality, reliability and price. "Kansei value" is the value of a product or service that appeals to a consumer's kansei. The Japanese word "kansei" implies the capacity for yin-yang interaction to create things. This paper proposes that the value of a product or service depends on a consumer's kansei in such an Eastern sense. The author attempts to show that the consumer mind has a yin-yang theoretical character by illustrating cases in which a boomerang effect is seen in consumer behavior. [ABSTRACT FROM AUTHOR]

In the communication discrepancy studies in the U.S. and by my own, discrepancy was operated mostly by the experimenter. But there is a possibility in this kind of discrepancy measurement that subjects of the experiment do not necessary feel the discrepancy experimenter expected. In this study, "perceived discrepancy by the recipients" were adopted for the measurement of the communication discrepancy. Results showed that boomerang effect occurred when "perceived discrepancy" was small, whereas large opinion change took place at the large discrepancy levels. These results were the same of my own series of experiments. [ABSTRACT FROM AUTHOR]