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...