What Can Advertising Do for Society? 'Communication Shift—From "Selling Products" to Communication That "Improves Society"' ~ Susumu Namikawa

"Can advertising become something more valuable to society?" This is a question anyone involved in advertising has likely pondered at least once.

During Japan's high-growth era, creating commercials that sold products was inherently a form of social contribution. What social significance should advertising fulfill today, and what can it achieve in the future?

Shifting from the mindset of "making things look good" to "doing genuinely good things." Designing socially beneficial initiatives together with clients. Using advertising skills to spread things that hold value for society.

Based on experience creating projects where social contribution and advertising converge, and through dialogue with creators active at the forefront of advertising (Yoshimitsu Sawamoto, Kazufumi Nagai, Michihiko Yanai, Naoyuki Sato, Naoki Imamura, Takaki Maruhara, Hayase Matsukura, Nao Suzuki, Junya Ishikawa, Yuta Higashihata, Koichiro Shima, Hiroki Nakamura).

What became clear during these dialogues was the unique potential inherent in those involved in advertising creation: the breadth of their capacity for empathy and their ability to bridge disparate elements. This book proposes that by recognizing this potential, we can create new systems that connect people, things, and events, thereby contributing to society.

The book jacket quote reads: "Our work won't be done until everyone in the world is happy" (Michihiko Yanai). May those involved in advertising take greater pride in their work. I hope this book sparks discussions among many people about the future of advertising and communication.