[Life Mentor] Lessons I Learned from an Advertising Industry Legend

Hello, I am Makoto Makino.

I have been a salaryman for a long time (over 30 years), and I have had many mentors in my work and in my life.

One of them is a legend in the advertising industry. He has created numerous hit advertisements.

I met him (my teacher) at a vocational school related to the media industry.

Aiming for a career in the media industry (advertising agencies, TV stations, etc.), I enrolled in a vocational school while I was a university student to learn how to prepare for entrance exams.

I was surprised during the first class. That famous person from the advertising world was right in front of me. I remember being so nervous that I couldn't speak at all.

Since our hometowns were close, he became very kind to me. Having lost my parents at an early age, he encouraged me with words that were both strict and warm. (I would like to express my gratitude once again.)

In every class, we were assigned to write an essay. He carefully evaluated the essays written by each student (university student).
・What was good
・What was not good
・Why he evaluated it that way

Listening to the teacher's advertising theory was truly enjoyable. It was also a blissful time.

・Why was that copy born?
・Why was that talent cast?
・What did you want to convey?
・Differences between overseas and Japanese advertising
・The struggles in creating advertisements

I was surprised that there was a "deep logic" in the process of creating advertisements.

The teacher defined the "role of advertising" in this way.

Advertising is about "moving people."

I learned that an advertisement that cannot move people is not an advertisement.

I believe this is a concept that also applies to writing.