Cartoon marketing is currently being used in a variety of industries and has a wide range of applications.
In recent years, it has been used frequently in social networking and video advertisements due to its clarity and communicative power.
Since the manga itself is accepted by a wide age range, it has the ability to appeal to a large number of targets, lowering the psychological hurdle to purchase and easily leading to a higher ROI (return on investment) for the client.
In this article, we will explain the techniques of cartooning and “what we want to convey in a cartoon” with reference to marketing cartoons from various industries.
retail industry
Cleaners
Reference URL: http://tokyo.kanto929.jp/m/lp_tokyo/1/?fbclid=IwAR0j_DXvo87Mf82hXkCQWttYVv1a5abXkyVh5ltnjVDxtH63buahbF4gzlk
The above is a marketing cartoon published by the Tokyo Cleaning Hygiene Association.
What this cartoon conveys is the “types of dry cleaners” and the need to raise awareness to change the perception many people have that “all dry cleaners are the same,” as well as the existence of nationally certified cleaners, who are technicians.
Also, at the end of the cartoon, the Tokyo Cleaning Sanitation Industrial Association’s dry cleaner search engine is introduced.
The protagonist thinks that “all dry cleaners are the same,” and without thinking, he leaves his precious jacket at a dry cleaner close to his home, only to have it stained.
This marketing manga is drawn by Dr. Shuho Sato, known for his “Give My Regards to Black Jack.
Instead of an original comic strip, the panels from “Give My Regards to Black Jack” have been edited and the dialogue has been changed to a description of the dry cleaner.
Introduction of functional boots
Reference URL: https://fitfit.jp/contents/manga_vol5/
Above is a PR cartoon about the functional boot “Flex Heel Side Gore Boots”.
What this cartoon conveys is the overall advantage of the “Flex Heel Side Gore Boots” in terms of functionality and design.
The protagonist is a housewife with children, and although she does not want to forget to be fashionable when she goes out with her children, she ultimately ends up wearing simple sneakers for the sake of functionality.
This is when he happened to meet Ami Haruna, a famous housewife Instagrammer, who introduced him to the “Flex Heel Side Gore Boots”.
The point of the comic is that the products solve the main character’s problems.
The idea is that you can be the first to get a storyline. This is a staple of cartoon marketing, and many marketing cartoons use this story line.
In addition, by using the names of real-life Instagrammers, we take advantage of the advertising effect of influencers as well as cartoons.
Introduction to TSUTAYA’s services
Reference URL: https://mangamarketing.jp/ichiran/results/detail_1979.html
Above is a cartoon introducing TSUTAYA TV, TSUTAYA’s video distribution service, and TSUTAYA DISCAS, its DVD and CD rental service.
What this cartoon conveys is the advantages and services of TSUTAYA TV and TSUTAYA DISCAS.
The hero is an office worker without a girlfriend and has the opportunity to talk with the popular heroine in the company, but he can’t keep up with the trendy topics and misses the chance to get to know her.
So the hero begins to use the TSUTAYA TV service. The story unfolds as he watches many movies and begins to share common ground with the heroine.
The cartoon depicts not just the full range of video streaming services, but also how using the services “affects real life.
The story begins with the development of the comic strip, but toward the end of the story there is more explanation of specific services.
The technique used is to lower the reader’s psychological hurdle through the cartoon and then have them read the advertisement.
Healthcare and Medical Industry
Explanation of the disease
Reference URL: https://your-comics.com/fr/reference/bande-dessinee-medicale-158.html
Above is a medical cartoon introducing a sick or suffering patient. Such “medical graphics” are in common use in France and are widely recognized within the industry.
The cartoon appears to have won the Silver Strategy Award in the Health Communication category in 2021.
The “medical graphic” has been developing in France since the 1980s.
Most of the pieces tell the story of “the lives of patients suffering from sexual illness and how they deal with it.
This “medical graphic” has two advantages for the patient.
First of all, discovering that you are not the only one suffering and empathizing with others can ease the burden on your mind.
And second, it is possible to communicate one’s symptoms through one’s work rather than through words.
Simply showing the doctor a piece of artwork with the same symptoms as yours will help the doctor understand what the patient is trying to convey.
Explanation of the Pill
Reference URL: https://jlc.tokyo/examination/10.html
Above is an introductory cartoon about the pill from the Jasmine Women’s Clinic.
The advantages of the pill are explained as the protagonist consults a friend. In addition, the disadvantages are mentioned, and the manga ends with the protagonist going to the hospital to get the pill.
The second half of the cartoon explains how to obtain specific pills and how much they cost, targeting people who want the pills but don’t know how to get them.
The manga also explains in detail how the pill works, and by reading this manga you can learn more about the pill.
Explanation of sexually transmitted diseases
Reference URL: https://jlc.tokyo/examination/09.html
This cartoon is an introductory cartoon about sexually transmitted diseases from the Jasmine Ladies Clinic.
The cartoon expresses what we want to convey about the types of sexually transmitted diseases, their risks, and how to prevent them.
The protagonist is in a hospital where a doctor explains to him about sexually transmitted diseases. At first he is relieved to be told that he has no reaction to the sexually transmitted disease, but then the story unfolds as his relationship with the doctor changes.
The second half of the cartoon contains detailed information about sexually transmitted diseases, explaining their characteristics and risks.
Sexually transmitted diseases are sensitive issues, and there may be few people you can talk to about them.
By characterizing the consultant and the doctor in this cartoon, it has the effect of lowering the psychological hurdle and making people feel that they, too, can consult with the doctor.
beauty industry
GATSBY Iketeru Nurikabe
Reference URL: https://rdlp.jp/archives/otherdesign/lp/63273
This manga is a collaboration between GATSBY and Mizuki Productions.
Unfortunately, there is currently no special page and the comic is not available, but we know that many users were reading the comic back in 2018.
Manga artist Shigeru Mizuki, famous for “Gegege no Kitaro,” passed away in 2015, but Mizuki Productions continues to hold the copyrights to his works and collaborates with GATSBY and others to promote the excellence of manga.
By combining the different elements of a yokai manga and the beauty industry, this manga aims to create a memorable advertising effect for users.
i-micropatch
Reference URL: https://celav.net/lp?u=biyou-imicropatch-afb
This cartoon is an advertising cartoon for the beauty item “i-micropatch” from SIZEBOOK Co.
The cartoon expresses the message that the “i-micropatch” is effective.
The protagonist is a 36-year-old housewife who begins to feel her skin losing its elasticity and aging. Inspired by her young neighbor, she tries beauty items but without success.
At that time, I used the “i-micropatch” and it was effective, and at the reunion people said, “You haven’t changed.
In this cartoon, characters are depicted using the product to give users a sense of what the product will be like after purchase.
The main character’s line, “Just put it on at bedtime?” emphasizes the simplicity and ease with which the product can be used.
TSUBAKI
Reference URL: https://rdlp.jp/archives/otherdesign/lp/78516
This manga is a collaboration between the cosmetics company TSUBAKI and the famous manga artist Moto Hagio.
What this manga conveys is the effectiveness of TSUBAKI products.
The protagonist goes home to his parents’ house with his daughter at the end of the year. While looking through old photo albums, he finds a picture of his old self, and his daughter tells him how “cute” he used to be. So the protagonist thinks that if he had more time, he would like to have shiny hair like he used to have.
The cartoon appeals to the fact that the product can solve the main character’s problem. The cartoon is appealing because many women want to “return to the luster of their hair when they were young.
It is also believed that the use of famous manga artists appeals to manga fans.
education-related industries
Vantan Game Academy Introduction
Reference URL: https://mangamarketing.jp/ichiran/results/detail_4493.html
This manga is an introduction to Vantan Game Academy.
What the manga conveys is the charm of Vantan Game Academy.
The main character wants to work in the game industry, but has no knowledge of the industry. A friend advises him to enroll in Vantan Game Academy.
The manga also includes explanations about the video game industry, so it is intended for those interested in the video game industry.
There are many people who say, “I love games and want to enter the game industry.” For those people, detailed explanations are provided so that they will not regret their decision to enter the job market.
Swimming lesson pamphlet for children
Reference URL: https://mangamarketing.jp/ichiran/results/detail_4226.html
This cartoon is an introduction to a swimming school for children from Sports Club NAS Co.
What the cartoon conveys is the class content of a swimming school for children.
The protagonist is a child who is afraid of water and cannot wash his head by himself. His mother sends him to a swimming school.
A cartoon depicts the practical training of the class and tells the story of how, after two months, the main character is able to put his mouth to water and wash his head by himself.
This cartoon is drawn from the “starting point” of entering a swimming school for children. It appeals that children who cannot wash their heads or are afraid of water can overcome these fears by attending a swimming school.
While a full-fledged swimming school is a place to learn to swim, the focus here is on “child development.
IT Business School Promotion Cartoon
Reference URL: https://mangamarketing.jp/ichiran/results/detail_3456.html
This cartoon is a PR cartoon for the IT business school “Busi-Digi”.
What the cartoon conveys is the content of the “VisiDigi” and the success stories it has brought.
The protagonist has a drive for business, but his passion for it has waned in the midst of his busy schedule.
After a year of complaining to a classmate, the classmate starts a company and is featured on the Internet news.
The story describes how the main character, who goes to talk to the school, is introduced to the IT business school “Busi-Digi”.
The cartoon explains the contents of the “VisiDigi” and other information, but most important are the success stories of the characters.
The program appeals to users by telling them that by attending “VisiDigi,” you too can be successful.
summary
In cartoon marketing, cartoons are used to explain and promote products rather than as entertainment content.
And these advertisements are told along with the emotions and stories of the characters, making them more appealing and easier for users to understand.
The user is always a human being who buys a product. Comic books are based on the depiction of characters (human beings).
It creates empathy by making the characters familiar and portraying them as people with the same problems. Manga marketing is one of the marketing techniques that can best appeal to empathy.
Although certain story lines are now established and basically similar patterns are used in marketing cartoons, there is potential for developing new storytelling and capturing the hearts and minds of users.
We will keep an eye on future developments in cartoon marketing.
Create Manga Ads with MangaAds Japan!
MangaAds Japan creates manga-based ads and LPs. One study reported that CVRs doubled after switching to manga-based ads, showing the tremendous effectiveness of manga ads.
If you are interested in learning more about marketing techniques using cartoons, please click the button below to request information.
