MOMOYA TV-Ads133-1978-Tenryu-kudari

Time: 30 sec.

Product Name: IKA-SHIOKARA

Description of Product: IKA-SHIOKARA is salt-fermented cuttlefish guts with small pieces of its meat. It is generally eaten with Japanese rice and alcohol such as Japanese Sake, beer and liquor.

Year: 1978

Advertiser: Momoya Co., Ltd.

Advertising Agency: YOMIKO Advertising Inc.

Production Company: Cinq Co., Ltd.

Description of Title: Tenryu Kudari is to go down the Tenryu River that drains the eastern part of central Honshu, Japan, on a raft.

Although the title is different, this piece is a color remake of “Raft,” the Momoya’s black-and-white TV ad broadcasted in 1968. In this color “Tenryu-kudari” version, the animated character and the background images were entirely redrawn, while the narrative and the lines of a boatman were almost kept unchanged. In detail, the background images of a steep-sidedgorge, which were depicted in a style of Suibokuga in 1968 version, look like the Grand Canyon with an ocher color. Also, a boatman wears a red T-shirt and white shorts, instead of a traditional Japanese coat Happi. In addition, he holds a bamboo pole as if it is a paddle of canoe in the scene just before the closing. Thus, American or European culture was prominently introduced into this color version, compared with the black-and-white version of 1968.



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