Newspaper ad for Raunchy Tawawa on Monday attracts manga – interest – 71Bait

The global equality group UN Women considers the ad “unacceptable” and demands an explanation The Nikkei newspaper

A full page ad for the Tawawa on Monday (Getsuyōbi no Tawawa) fan service Manga series appeared in The Nikkei newspaper on April 4 and has since drawn criticism from the United Nations Organization for Gender Equality and Women’s Empowerment (UN Women). The global organization for gender equality wrote to the newspaper on April 11 that the ad was “unacceptable” and asked for further clarification on the decision to print it.

The ad shows the main character Ai in profile in her school uniform. The lyrics read: “I hope this is going to be a wonderful week.” Kodansha placed the ad to promote the release of the fourth volume of the manga.

“April 4th is the first Monday of the year for new hires,” said a representative Young Magazine told Weird Natalie. “We ran a full-page ad to assuage their fear and cheer them up.”

The manga series started in 2015 as weekly pin-ups published on the artist Kiseki HimuraTwitter account of . The main character Ai is a high school girl with big breasts who meets a businessman on the train ride to school. The girl’s regular appearance on the train brightens up the man’s gloomy Monday walk.

That Nikkei paper is part of the efforts of the UN Women’s Unstereotype Alliance, a global campaign to promote “gender equality through media and advertising and eliminate harmful stereotypes”. That Nikkei paper has historically taken an active role in promoting the initiative’s ideas, including the Nikkei Woman Empowerment Advertising Award, which recognizes advertising that contributes to gender equality. The award includes a three-step process for screening ads known as “The 3 Ps” – presence (does the ad encompass different people?), perspective (does it consider male and female perspectives?), and personality (does the subject show personality and independence?).

Kae Ishikawa, Director of UN Women’s Office in Japan, was interviewed by The Huffington Post over the ad, which sparked additional controversy online. According to Ishikawa, the manga promotion doesn’t live up to those in The 3 Ps. She said The Huffington Post that the ad reflects a male-centric view of high school girls and that her personality is limited to sexually seducing men.

“Obviously, promoting a manga about an underage girl as a male sexual target risks promoting stereotypes that force women into those roles,” Ishikawa said.

Part of the edition is the newspaper’s target audience, according to Professor Renge Jibu of the Tokyo Institute of Technology. The Nikkei is the largest business newspaper in Japan, similar to the US The Wall Street Journal or those of the United Kingdom financial times. The decision to place the ad there was more likely to grab the attention of people who didn’t want to see it.

“It’s not a problem for people who want to read Young Magazine pick it up and read it there,” Professor Jibu said. “Rather, the problem is that the media has failed to protect the rights of women and men who dislike sexually explicit manga not to be confronted with expressions they don’t want to see.'”

The Nikes PR office tells The Huffington Post that the Company is aware of the current controversy surrounding the ad but does not comment on individual ad placement decisions.

Kodansha made a statement The Huffington Post given the online controversy. The company said: “The ad was run in conjunction with the release of the new book to attract new readers. We take your comments seriously and will take full account of the future development of our advertising.”

said Ishikawa The Huffington Post that she was told by a representative at a meeting with the newspaper that the ad had been reviewed by various people within the company, but they did not see the ad as a problem. She also stated that the organization does not question the publishers and creators of works like Tawawa on Mondayonly the role The Nikkei played into the placement of the ad due to the status of the release as part of the Unstereotype Alliance effort.

“Without a statement from the company, I am not convinced that we will continue to work with them to advance gender equality through the power of advertising,” Ishikawa said.

Publishing organizations in other countries have stricter policies regarding gender equality in ads. For example, the UK-based Advertising Standards Association has banned advertising containing “harmful stereotypes based on gender” since 2019.

‘This full-page ad made it clear that Japanese companies and the media are being left behind in these international trends,’ said Professor Jibu.

UN Women have requested a timely response The Nikkei but got no answer.

Even the anime adaptation of the series has faced controversy in the past. The first 12-episode season of anime shorts was released on YouTube in October 2016, but YouTube removed the first episode before restoring it within the same week. NBC Universal Entertainment Japan restarted the series on Nico Nico Video starting with the second episode.

Similar controversies have sparked discussions in the past, including a free Red Cross poster of the title character Uzaki-chan wants to hang out! and a panel of Love life! Sunshine!! Character Chika Takami to promote Nishiura Oranges. In 2015, a sightseeing association in Minokamo, Gifu Prefecture changed a promotional poster showing a no rin Character in a sensual pose after receiving complaints that it was inappropriate.

Getsuyōbi no Tawawa started serialization Kodansha‘s Weekly young magazine in November 2020. crispy roll streams both anime seasons on its platform.

Source: The Huffington Post (金春喜), Link 2 (金春喜) via Unseen Japan (Noah Oskow)

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