Manga: A Ripe Corporate Advertising Alternative

The word “manga,” once only popular to Japanese demographic, has completely infiltrated the U.S. and Europe in ways that can only be described as phenomenal. That word has now even become part of the English vocabulary. According to the Random House Unabridged Dictionary, “manga” is defined as ‘a Japanese graphic novel, typically intended for adults, characterized by highly stylized art’. Some distinctions lying between manga and comics – ones that are gradually becoming evanescent – are:

• The culture of origin,
• the presentation of story and characters in tune with their respective art style,
• the positioning of panels using sequential art,
• and the intended audience.

If one were to research the significant impact that manga has made in Japan across generations, and among the pre-teen to adolescent generation in the West, they would discover a major inconsistency, but one that shows an interesting trend. Though stories presented in manga decades ago in Japan were generally intended for an adult audience, this is no longer true.

Graphic novel sales in America since 2001 have increased almost five-fold, jumping from $75m to $330m. Manga sales are the decisive element in that media. Web comic creators are taking charge through their own stylized artwork and doing better than ever at establishing their own businesses through their creativity and devoted fanbase. In 2006, ‘American Born Chinese’ was a finalist as the first graphic novel up for the National Book Award. The obvious demand and influence that make manga and graphic novels so illustrious and appealing is high in the U.S. in all forms for all ages.

 

Manga are reaching an increasingly younger audience in the East, while in Western markets, the stylized art that is characteristic of manga, including manga itself, has been reaching an adolescent to young adult audience. What is interesting about these growing similiarties is many of these publications are poised to reach their audience regularly when they are most impressionable. However, because of their sophisticated themes, they often retain readership well into adulthood, bridging the gap between adolescence and adulthood. This is a feat that comic books in the West have not commonly achieved among their readers. The end result is that the majority of Western adults have only just begun to grasp the powerful possibilities that lie in manga, especially from a corporate perspective, while, likened to the Japanese, the younger generation is experiencing a similar generational gap closure through manga.

 

Now imagine if a reputable company (like yours) could appeal to the entire generational scope through a digital [web]comic and/or manga/graphic novel medium that could either span over time as installments or as a monthly one-shot story. The possibilities of expanding a company’s reach to a broad age demographic that is clearly responding well to this medium are almost endless. In short, this is an opportunity to market, advertise, and convey specific corporate messages even to the ever-illusive and often overly-cynical teenage demographic. Your company could potentially garner great response through such media if properly planned and executed with your business’s target and competition in mind.

 

‘Silly rabbit’? I think not. As forms of media that had once been separate – TV, newspapers, magazines, movies, Web sites, and yes comic books and Manga – now merge on internet, so do the audiences they influence in response. This is only one example. Before disregarding this idea as foolishness or place it on par with Trix cereal (‘Just for kids!’), take a few minutes and ask yourself a few questions.

• Is this booming medium an angle that I should ignore?
• Would the cost for this venture within reason for my business?
• What is the image of my business and would I be able to portray that same image effectively?
• What messages/products/etc. are readily available to me to utilize as content?

Many prominent companies, such as Toyota and Microsoft, have already taken advantage of this fresh initiative. Need more decisive proof? Visit Ad-Manga.us, a company that offers such services eqipped with a unique, compelling site design that directly conforms to their niche. If there were any better time to take advantage of this medium, it would be now. The only question left to ask is: Should I jump on the bandwagon before it gets too rowdy, just like Facebook and so many other internet fads ultimately did?

 

How do you reach your audience?

Niel Sumter, Jr. Interactive Producer for Image Cog, is a 21-year old BA degree graduate who has been an avid fan of anime and manga for over six years. He is also a part of the writing staff for Anime-Source.com where he has written reviews and editorials revolving around anime.

Tags: advertising, business, corporate, corporate image, digital media, graphic novels, manga, marketing, media