Abstract
Anthropologists and other social scientists have noted that advertising entails a rich form of discourse that provides important cultural insights, and one television commercial observed repeatedly in the early months of 2003 seems to speak volumes regarding how school bands are perceived in Japan. The advertisement was for a juku (tutoring program, or “cram school”) called Shinken Zemi. The purpose of such establishments is to serve as supplemental education for Japanese middle and high school students, particularly in preparation for stringent school entrance examinations. This brief advertisement begins with an image of a young girl in her school uniform talking with her mother in a domestic setting. The mother simply asks, “how is your homework going?,” but the daughter dodges the question with a hasty reply, “Please, mother! I have my own way.” The mother gives an exasperated facial expression in response, and the image immediately shifts to the next scene, where the daughter is seen joining her girlfriends, all of whom are clad in school uniforms, holding wind band instruments. They smile and enthusiastically greet her as she approaches them. At this point, the name of the juku is displayed and a narrator quickly explains the benefits of their program.
鬼 の い ぬ 間 の 洗 濯
Onino inumano sentaku
“While the cat is away the mice will play”
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Hebert, D.G. (2012). Leadership and Duty in the Ensemble. In: Wind Bands and Cultural Identity in Japanese Schools. Landscapes: the Arts, Aesthetics, and Education, vol 9. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-2178-4_10
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