From Commitment to Detachment: a Historical Analysis of Gift Advertisements By Department Stores in Japan, 1963-2008

Takeshi Matsui, Hitotsubashi University, Japan
Yuko Minowa, Long Island University, USA
Russell Belk, York University, Canada
This paper analyzes 1,038 gift related advertisements by Japanese department stores in newspapers collected in every five year from 1963 to 2008. Our goal is to understand the dynamics of the shared meaning of seasonal gifts in Japanese society. The analysis suggests that it has shifted from commitment to detachment.
[ to cite ]:
Takeshi Matsui, Yuko Minowa, and Russell Belk (2012) ,"From Commitment to Detachment: a Historical Analysis of Gift Advertisements By Department Stores in Japan, 1963-2008", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 894-895.