Lost in transition  

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The Economist

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 392 no. 8647 (Sep. 2009), page 27.
Topik: Yukio Hatoyama; Japan; Prime Minister; Seikatsu Dai-ichi; Democratic Party of Japan (DPJ)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.57 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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EARLIER this year, when Yukio Hatoyama set out to become Japan’s next prime minister, he called his campaign advisers and asked them to scrap one of the party’s main catchphrases on the grounds that it was too simplistic. The offending slogan was, in Japanese, seikatsu dai-ichi, or (less catchily) “your daily life comes first”. They begged him not to drop it. Mariko Fujiwara, of Hakuhodo, the advertising agency advising Mr Hatoyama (pictured above), says the phrase tapped into two of the main concerns gnawing on Japanese voters: their anxiety about their own living standards, and their sense that things around them which they thought “fundamentally Japanese” were falling apart. It was vital, she said, that Mr Hatoyama’s Democratic Party of Japan (DPJ) continued to tell voters that it felt their pain. Mr Hatoyama capitulated.

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