With the progress of information technology and emergence of social media, the contact points for consumers to obtain information on products and services have dramatically changed and diversified. While choices for information sources have widened, consumers sometimes become confused in this information－flooded society. The role and responsibility of advertising to communicate information not only accurately, but also in an easy-to-digest way for consumers, has become increasingly important. The Consumer Affairs Agency set up by the government last year is evidence of a pro-consumer policy.The Advertisements Beneficial to Consumers Contest is the only creative award for works which are beneficial for consumers from the point of view of consumers. Judging panels are composed of consumers and professionals from various fields excluding advertisers and those in the creative world. Criteria for judging include “new and accurate information useful for consumers,” “logical and social considerations” and “excellent creative execution.”This exhibition is organized by the Japan Advertisers Association and the Yoshida Hideo Memorial Foundation with the support of Dentsu. All the awarded works of the contest communicate messages useful for consumers when seen from their point of view. Through these works we look forward to stronger ties between consumers and advertisers.
Message from the Japan Advertisers Association
We started the “Advertisements Beneficial to Consumers Contest” in l961 with the objective of introducing and celebrating advertisements that provide guidance and are truly beneficial to consumers. These ads have been selected by consumers themselves, out of the vast number of advertisements that we are exposed to around the clock.There are five categories in the contest -- newspaper, magazine, TV, radio and Web, and the total number of winning works in these five categories amounts to 111, each providing accurate information, new life-style proposals, logical communication and excellent execution. All these criteria are based from the viewpoint of the consumer.We are very pleased to have the opportunity to introduce the winning works of the Advertisements Beneficial to Consumers Contest, in conjunction with the Yoshida Hideo Memorial Foundation and with the support of Dentsu. It is our sincere wish that this exhibition help build a better relationship between consumers and advertising.Please come and see the excellent advertisements that are beneficial to consumers, chosen from the consumer viewpoint. |
