Resolve a case study.(10)

In January 2014, the Japanese airline All Nippon Airways (ANA) was forced to pull a TV advertisement after being accused of racist stereotyping by viewers. The TV commercial featured two Japanese men in ANA uniforms. They were discussing, in English with Japanese subtitle, how they could boost the image of ANA as an international airline. The punch line of the commercial saw one of them suggesting that they can change the image of Japanese people. The camera then cut back to the men who was wearing a blonde wig and long rubber nose.

These are stereotypical of Japanese image of what westerners look like. This is by no means the first and probably not the last time potentially racist stereotyping of westerners has been employed in Japanese advertisement. In 2013, Toshiba featured a Japanese girl with a blonde wig and fake nose in an advertisement for a bread maker. In 2010, Nagasaki prefecture promoted its foreign designed buildings with Japanese tourists wearing blonde wigs and big noses. At other times, Westerners has been portrayed as hapless visitors, a role that has not been met with viewer's approval.