Analysis of the Vision Statement Presented in the Pocari Sweat Video Advertisement

Research Article
Open access

Analysis of the Vision Statement Presented in the Pocari Sweat Video Advertisement

Jingjing Peng 1*
  • 1 Beijing Huijia Private School    
  • *corresponding author 24pengjingjing@huijia.edu.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/22/20230310
AEMPS Vol.22
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-87-4
ISBN (Online): 978-1-915371-88-1

Abstract

The magnificence and novelty of the Pocari Sweat advertisements in recent years and the fact that its brand has become well-known in Asia are due to the marketing techniques used by the company here. At the same time, the recurring elements in these commercials symbolize the characteristics of the company. This research would explore the vision statement presented in the video advertisement for this product of Pocari Sweat. It also explores whether other businesses outside of the company can also use advertising that is consistent with the vision statement to broaden their market and build brand awareness in the minds of customers. A qualitative analysis of the Pocari Sweat video commercial and Otsuka’s vision statement was conducted to point out the commonalities in the commercial and the connection to the vision. The study revealed that Otsuka’s vision statement is to promote the health value of its products around the world and that the content presented in the Pocari video commercial and the way it is shot are an artistic expression of Otsuka’s strategy.

Keywords:

POCARI SWEAT, advertisement, vision statement, marketing strategy

Peng,J. (2023). Analysis of the Vision Statement Presented in the Pocari Sweat Video Advertisement. Advances in Economics, Management and Political Sciences,22,190-197.
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References

[1]. Putri, F. E. N. I., and Wegig Murwonugroho. “The Meaning of Sign, Contradiction Between Modern and Tradition in Visualization (Case Study: Pocari Sweat TV Commercial).” IOP Conference Series, 1098 062050, IOP Publishing, Mar. 2021, p. 5. IOP, https://doi.org/10.1088/1757-899x/1098/6/062050.

[2]. Dana, G. P., and A. S. Pramudana. “The Role of Brand Image in Mediating The Influence of Product Quality on Re-Purchase Intentions Pocari Sweat Isotonic Beverages.” American Journal of Humanities and Social Sciences Research 5.1: 255-258. (2021).

[3]. Cambridge Dictionary: Find Definitions, Meanings and Translations. 22 Feb. 2023, dictionary.cambridge.org/us.

[4]. “Globalization.” Otsuka Pharmaceutical Co., Ltd., www.otsuka.co.jp/en/philosophy/otsuka-stories/globalization.

[5]. “Forbidden Blue | POCARI SWEAT Official Website | Otsuka Pharmaceutical.” POCARI SWEAT official website, pocarisweat.jp/products/story/episode04.

[6]. “Big Venture Company.” Otsuka Pharmaceutical Co., Ltd., www.otsuka.co.jp/en/philosophy/otsuka-stories/big-venture-company.

[7]. Kikka Netorabo. “Young actress’s gateway to success “Pocari Sweat” new CM, 15-year-old Senna Nakajima followed by Haruka Ayase and Haruna Kawaguchi with a super-large 'moving' set explosion without CG.” Netorabo, 9 Apr. 2021, nlab.itmedia.co.jp/nl/articles/2104/09/news042.html. Accessed 11 Feb. 2023.

[8]. Otsuka Pharmaceutical Official Channel. “POCARI SWEAT CM | “I DON’T NEED WINGS” 75 SECONDS (Toby Fox Piano Ver.).” YouTube, 1 Apr. 2022, www.youtube.com/watch?v=pd_4cPQS7N0. Accessed 11 Feb. 2023.

[9]. Otsuka Pharmaceutical Official Channel. “POCARI SWEAT Web Movie | “Our Now” Edition.” YouTube, 26 Jan. 2023, www.youtube.com/watch?v=b0Iyci5G-54. Accessed 11 Feb. 2023.

[10]. Sutherland, Max, and Alice K. Sylvester. Advertising and the Mind of the Consumer: What Works, What Doesn’t, and Why. 2nd ed., Allen and Unwin, p. 229. 2000.

Cite this article

Peng,J. (2023). Analysis of the Vision Statement Presented in the Pocari Sweat Video Advertisement. Advances in Economics, Management and Political Sciences,22,190-197.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-87-4(Print) / 978-1-915371-88-1(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.22
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Putri, F. E. N. I., and Wegig Murwonugroho. “The Meaning of Sign, Contradiction Between Modern and Tradition in Visualization (Case Study: Pocari Sweat TV Commercial).” IOP Conference Series, 1098 062050, IOP Publishing, Mar. 2021, p. 5. IOP, https://doi.org/10.1088/1757-899x/1098/6/062050.

[2]. Dana, G. P., and A. S. Pramudana. “The Role of Brand Image in Mediating The Influence of Product Quality on Re-Purchase Intentions Pocari Sweat Isotonic Beverages.” American Journal of Humanities and Social Sciences Research 5.1: 255-258. (2021).

[3]. Cambridge Dictionary: Find Definitions, Meanings and Translations. 22 Feb. 2023, dictionary.cambridge.org/us.

[4]. “Globalization.” Otsuka Pharmaceutical Co., Ltd., www.otsuka.co.jp/en/philosophy/otsuka-stories/globalization.

[5]. “Forbidden Blue | POCARI SWEAT Official Website | Otsuka Pharmaceutical.” POCARI SWEAT official website, pocarisweat.jp/products/story/episode04.

[6]. “Big Venture Company.” Otsuka Pharmaceutical Co., Ltd., www.otsuka.co.jp/en/philosophy/otsuka-stories/big-venture-company.

[7]. Kikka Netorabo. “Young actress’s gateway to success “Pocari Sweat” new CM, 15-year-old Senna Nakajima followed by Haruka Ayase and Haruna Kawaguchi with a super-large 'moving' set explosion without CG.” Netorabo, 9 Apr. 2021, nlab.itmedia.co.jp/nl/articles/2104/09/news042.html. Accessed 11 Feb. 2023.

[8]. Otsuka Pharmaceutical Official Channel. “POCARI SWEAT CM | “I DON’T NEED WINGS” 75 SECONDS (Toby Fox Piano Ver.).” YouTube, 1 Apr. 2022, www.youtube.com/watch?v=pd_4cPQS7N0. Accessed 11 Feb. 2023.

[9]. Otsuka Pharmaceutical Official Channel. “POCARI SWEAT Web Movie | “Our Now” Edition.” YouTube, 26 Jan. 2023, www.youtube.com/watch?v=b0Iyci5G-54. Accessed 11 Feb. 2023.

[10]. Sutherland, Max, and Alice K. Sylvester. Advertising and the Mind of the Consumer: What Works, What Doesn’t, and Why. 2nd ed., Allen and Unwin, p. 229. 2000.

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