Most of the time, I try as hard as possible to block advertising out of my brain. It’s dull and ever more aggravating. It’s always the same. Then I see something I haven’t seen before, and I think ‘wow! That deserves my attention!’ But after I’ve seen it about ten times, it’s exactly the same as everything else. With the exception of the Freshup ad.
For the first three weeks of being here, I was constantly in that ‘wow’ phase. On billboards, trains, massive TV screens – seemingly everywhere – I could see advertising images I had never seen before, and it was like being in a foreign country, as Ian Rush might say. It struck me that perhaps wherever I go, I will experience this initial fascination with advertising. Like, it’s so pervasive everywhere in the industrialized/developed world, and the products are so different everywhere, that it’ll always be the first thing I notice.
Now, I’ve stopped staring intrigued at DoCoMo posters on the train. I’ve almost reached the same stage I was at back home, an attitude of ignorance to the extent possible. It probably helps that it’s mostly in written language I don’t understand (with a few exceptions, like http://www.jti.co.jp’s intriguing campaign), but I get the feeling it would be the same in America or the UK or anywhere else. Advertising’s really, really interesting until you realise it’s the same thing as everywhere else you’ve been: companies selling things.
My kids classes went well this week. I prepared the shit out of them, so that when we got in there I knew what I was going to do, when I was going to do it, plus I set stronger rules and reward schemes so they didn’t run about the place. We played a lot of Spiderman, which is exactly the same as Hangman except with a spider instead of a person – more politically correct, I s’pose. Images of a crudely drawn stick figure being hung by the neck from a decidedly unsound structure never perturbed me as a child, but hey, I’m just following the book. Needless to say, the adults classes went fine, and people have actually started signing up for my lessons because I am teaching them. Apparently. This is what staff members have told me, anyway – it could just be a confidence-boosting thing. Whatever, I’ll take it.
After my last kids class on Wednesday, I was looking out the window, and I got my best smog indicator yet. Back in NZ, if you look directly at the sun for longer than half a second, you’ll destroy your eyes. (I did this often as a child, actually: I would stare at it until it went a kind of shimmery blue colour which wouldn’t get out of my vision for about two minutes. True story, and probably the reason for my rapidly diminishing quality of eyesight.) Here, the sun appears to be smaller and more orange in colour, filtered as it is through thick clouds of smog that hang over the city. I reckon you could get away with two or three seconds of staring at it before it burnt out your vision. It probably also means I might finally be able to get a tan and not just go bright red within five minutes of taking my shirt off. That’d be nice.
Finally, I went back to Shinjuku on Friday and had dinner on the 29th floor of the NS building, looking out over the night skyline with the Park Hyatt in the foreground. Unfortunately I forgot my camera, but you can trust me when I say it was quite stunning. The food wasn’t bad, either. I’ll have to go back and take some pictures.