April 25, 2005
Asia's Mobile Ads
Not long ago, the value of such cluttered, cutesy Asian advertising was lost in translation to Madison Avenue. But now, U.S. marketers are taking notice and even taking notes, reports the WSJ.
"One reason U.S. cellphone habits are more utilitarian is that the gadgets caught on first with executives who needed to stay in touch. Some Americans turn on their cellphones only in emergencies. In the U.S., "the cellphone is an inferior version of what you already have at home and work," says anthropologist Mimi Ito, of the University of Southern California in Los Angeles and Japan's Keio University.
It's impossible to predict exactly how cellphone culture will develop in the U.S. But in Asia, young people have been the drivers. Cellphones were adopted early on in Japan by girls living in cramped households, because they lacked other private communication, such as personal telephones and Internet access."
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