Manga makes a difference: understanding what underlies consumer trends

Dave McCaughan and Mai Ohno

The hit series, plot lines and messages people take from manga can helps researchers in Japan understand the motivations and the coming trends in popular behavior.

Manga makes a difference: understanding what underlies consumer trends

Dave McCaughanMcCann WorldGroup Asia-Pacific, Japan

Mai OhnoMcCann Erickson, Japan

INTRODUCTION

What is Manga? In its simplest interpretation you could say manga is a Japanese word for comics and print cartoons. And “Anime” (which is now often known in The West as “Japanimation”) is motion picture's version of Manga. But of course manga is much more than that.

Many Western adults over 35 years, when hearing the word “manga”, equate it with Walt Disney, Mickey Mouse, and kids' stuff. Many probably consider “Manga” as silly and cheesy entertainment...

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