<   2008年 03月 ( 21 )   > この月の画像一覧
Looking for a life - winter(2)
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December, 2002
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December, 2002
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December, 2002
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January, 2003
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January, 2003
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by tetsuya_endo | 2008-03-31 15:43 | Chapter 4
Looking for a life - winter(1)
Going after my dream, it always escapes from me. But, that might be the only way of our happiness. Also, I believe that in living in hell appears heaven as pleasure exists only in pains, for the one had sadness incomparably have happiness incomparably by the same degree. Now I can say so, but I only know this ambivalence in the process of my falling. Ironically, pursuing the illusions of advertising led me to the truth. I thoroughly spun off from ad world, my desire for the truth came back. What is the true life, though? Why was I fired? Why couldn't I continue my business? - What I could say is that ad industry is an absurd world. I was at a loss, only to find myself fishing at Lake Hamana again. I surely got into a cold and long winter.
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December, 2002
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December, 2002

I could confirm a ray of hope under the unbearable winter, far forward then, in January, 2003, in a touring to Chugoku. Along the coast line of the Japan Sea in Sanin looked most undeveloped in modern Japan. People never confessed their difficulty of lives to me, but rather were enthusiastic about environmental benefits for the hard nature is the very thing dramatically turns to their delights.
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January, 2003
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January, 2003

My mother was always dissatisfied with my occupation saying that I am not like superficial ad people for my seriousness. Having been so, I already came here to such an extent troubling her, as bad as my father, all the time. I owed what I had been to her, but I wanted my woman. I turned already 34, in 1995, and under 35 was definitely the last chance to change a career among Japanese companies, due to the Japanese seniority system. I wanted to wash my hands of advertising and to have a life which I can hold with my feet on the ground. I intended to work easy somewhere in Hamamatsu for the rest of my life.
While Japanese economy was sinking in a bottomless swamp, I commuted a job placement office of Hamamatsu and Lake Hamana for fishing by turns. No companies looked to be in good shape, and a variety of countless companies declined me before I finally found companies couldn't regard me as anyone except ad creator for my previous career, in spite of the fact that I am versatile in traits. Then, I thought, what kind of my experience can I utilise for my new job? - I may have to live with my creativity. If I were a publicity personnel in a company, unlike the susceptible ad companies I would be able to contribute to stably. - But, given Hamamatsu as factories city and also the recession, this prospect was all but dim. Now that I didn't persist in high salary, I wanted something I can truly serve the public.
[PR]
by tetsuya_endo | 2008-03-30 16:26 | Chapter 4
After the music was over - autumn(4)
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October, 2002
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October, 2002
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October, 2002
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October, 2002
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October, 2002
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November, 2002
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November, 2002
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November, 2002
[PR]
by tetsuya_endo | 2008-03-24 22:03 | Chapter 3
After the music was over - autumn(3)
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October, 2002
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October, 2002

Near my home ground fishing spot in Lake Hamana was once a gorgeous, mixture of Japanese and Western styles, wooden hotel called HAMANAKO HOTEL, where my grandfather engraved each room's a 'ranma' (traditional ornaments above partition sliding doors) in his young days. My mother told my sister and me that he used to be repeatedly proud of when he had been invited to the opening party as guest of honor, though, for that hotel had closed its short life a long time ago, we never could see. However, hearing a rumor that it was removed and reconstructed to Hakone, I searched around for and finally could visit with my sister in October 2002 only after my parents died. My sister and I still have his small pieces of work; 'okina' (the miniature mask of traditional good-natured old man) looks like himself in a good mood, while 'okame' (the miniature mask of traditional beautiful woman), reminds me of his smily wife when wearing a 'kimono.'
Wearing air of Lake Hamana, I conferred carrying my works so far with my first master copywriter at NIPPON DESIGN CENTRE, who became independent in Tokyo several years ago, if I should be able to continue my business. 'It is not your problem, but a structural problem of HAMAMATSU,' he said, 'why don't you continue getting back to Tokyo, since you've achieved such bright works after graduating from the centre.'
'But,' I said, 'Kawaguchi-san, I felt a limit of my ability skills. When I reached 30, I realised I could anticipate what my expression would be in any case, and I realised I couldn't step in unknown world of my expression.' Kawaguchi-san, 6 years older than me, grinned, 'That's natural for creators growing older. You know, you have completed as copywriter and it's just the beginning!' I was about to start crying. He also mentioned, however, due to deteriorating economy it is not right time to become a self-employee in Tokyo. Around a half year later, I got a position back in Tokyo with a middle sized ad production finally. It was 1993 and I was 31.
Consumers' choice was rapidly changing form that if goods or services have value added high prices are OK to that only goods or services with higher value should be offered by understandable prices. I thought I understood this with fishing and natural life apart from the money game of Tokyo. We might as well have money to spare, but the pleasure that we can eat dinner in lively all day can't be replaceable to anything.
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October, 2002
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October, 2002
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October, 2002
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October, 2002
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October, 2002
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October, 2002

Now, I was sure to listen to people around me and delight my clients with them. However, the ad management in Tokyo was still having illusions of 'bubble' so couldn't follow solid services, operating companies as they had been.
The company I entered was half bankrupted. While I listened to them, they didn't listen to me, a 32-year-old experienced copywriter, and instead behaved like a baby depending on society. In the 10th month, I was somewhat fired; and sooner than later, that company completely breathed its last. Thinking back on afterwards, the employer, a bubbly middle-aged account director, might have cared me for my future. Wherever I went, appeared later, the situation should be almost the same though.
Since I kept in touch with my former supervisor in TOKYO GRAPHIC DESIGNERS, I talked over my matter with him. He used to be the head of a 12 personnel creative team for the general-purpose products of HONDA, though, to this time, the team was dissolved and only he and a new Taiwanese graphic designer were there. This did not mean their work decreased; because of the arrangement as a house production of HONDA, they dealt with all of the sales promotion tools of the general-purpose products. However, the campaigns using mass media with abundant budget disappeared, and they had merely to cope with a huge quantity of catalogues and the like without image-making. Besides, my former supervisor were doing business alone for the cars sales promotion of HONDA and its associated companies, directing outside productions. Obviously he needed someone who could help him.
I wanted a stable job so that I could get married. I have no excuse but I have changed; I was back to my old home on condition that I became a contract employee. However, offering 3 months part-timer contract 3 times successively, the management finally asked me to continue a part-timer without my social insurance until business of HONDA gets back on the rise. This unreliable promise was not accceptable for me, for I didn't think a 33-year-old man would be able to become married without his social insurance in Japan then. My supervisor, Iba-san, and I cried together until late at night my final day at a cozy Japanese pub behind the TOKYO GRAPHIC DESIGNERS in Kyobashi, Tokyo, and parted each other. Ever since I have never contacted him again.
Soon after, I found I was in another ad production for DENTSU. However, in 2 months they suddenly fired me without giving me a reasonable reason. When I was told by the vice president in the president room, I felt my forehead was shot by a pistol: I got a cosmic crack in my head and couldn't see anything. Later, strangely, my mother said to me on the phone she had seen that I was riding on a bicycle shedding blood from forehead in an ominous dream exactly the last night before my pronouncement. As a matter of fact, I rode on a bicycle to and from the head office for that case.
Why was I fired? - I had been completely no idea. Speaking the continuous betrayals on me to my old colleague graphic designer when he and I was drinking afterwards, he said, 'Endo, if I were you, I would sure to turn my back on this society.' Surely, I am not strong enough to bare such a tragedy on me. It maybe sounds strange, but when I am suffering something, I manage to regain my 'composure' with my childfood landscapes: the green pine woods near the beach and white surf of Sumiyoshi, Yoshida, a fishing town, where I was brought up.
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November, 2002
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November, 2002
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November, 2002
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November, 2002
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November, 2002
[PR]
by tetsuya_endo | 2008-03-23 15:25 | Chapter 3
After the music was over - autumn(2)
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September, 2002
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September, 2002
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September, 2002
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October, 2002
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October, 2002
[PR]
by tetsuya_endo | 2008-03-22 08:48 | Chapter 3
After the music was over - autumn(1)
When 'bubble' showed signs of burst in 1991, in making various advertisements with a small ad production I was in full bloom. At the same time, however, I was weary of the stimulus of Tokyo life and instead I wanted a calm and natural environment. I began feeling that I could no longer sing my songs any more somehow; I was finding difficulty to get a higher position in the advertising industry in Tokyo, not because of my capability but because I got off the track. It might have been the beginning of autumn for me. Never considered but seeing with my own eyes my father's sudden operation of intestine cancer, I felt it was about time I had taken care of my parents so I took this opportunity.
After turning 30, I retuerned to my parents' home in Hamamatsu, aiming to look after my parents as their eldest son. I sincerely wanted to get married by this time as my parents expected. Since I was fully confident at my job skills in making quality advertisements, I became a freelance creative director there. Even when it was pretty before the proliferation of the Internet as well as Mac computer for designing, because Hamamatsu is 2 hours distance by the bullet train from Tokyo I thought I could do business with clients of Tokyo with fax. But they showed cold shoulders when I visited.
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September, 2002
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September, 2002
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September, 2002
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September, 2002
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September, 2002

Notwithstanding my own efforts to pionner making ad concepts and copy-writing in Hamamatsu, the more factory-like industrial structure of the city, where is famous for headquarters of SUZUKI and YAMAHA as well as for the origin of HONDA, has interrupted the existence of my business. Ad creators was not required quality but quantity, and also each client's budget was extremely small too. I wondered what I had been learning in the competitive ad environment of Tokyo? There was no use for my polished creativity; otherwise, I had to meet the demand of tiny intentions. In the end, almost all national clients budgets went to Tokyo, and Hamamatsu was a manufactural city not a commercial city.
My old friends never called on me for seemingly they were too busy for their new families with children. Only I could count on was a new friend from other city, whom I became acquainted with through my business. We drank heavily singing Karaoke in a perishing back street's bar. As for my girl friends, they were almost better than my previous shameless colleagues in Tokyo; though, when it came to go out for marrying, they were reluctant to do so. The single working females over 30 living with their parents were becoming more and more common in Japan. They, as well as single males, are called as 'parasite single' in that they more enjoy life spending their own salary for their own sake under the protection of parents.
I can't deplore the phenomena of staying single for this is not only a Japanese problem. But, I suppose, Japan's case is more serious than the Western developed countries.' For in the West getting independent from parents is a matter of course as they smoothly transited to nuclear families; whereas, the Japanese have been depending on each other so the infant-tendency is more of structural.
Let's back to the topic, I declared to the ad people I knew in Hamamatsu that I would do any kinds of job with delight if they offered, but never they called me except tasting for the first place. I had been worried about giving up or continuing a copywriter, because even in the long run, there was no prospect for my business in Hamamatsu. I wanted rather a family life and relaxable nature than getting a higher position, yet believed in the 'words' force.' For, in few opportunities of competition with DENTSU HAMAMATSU, I got to win all of them; so, I couldn't resign myself to stopping yet.
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September, 2002
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September, 2002
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September, 2002
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September, 2002

Almost always going fishing to Lake Hamana, the Pacific Ocean, or Suruga Bay, from the shores, I was staring at the flows of water ahead of the line. I was completely empty in mind during that days. I wondered if I exactly had been able to convey what I wanted to in Tokyo, in front of the lack of understanding in clients in Hamamatsu. I might have been targeting the most sensitive people, I thought, 'bubble' might have been allowing invisible and not understandable values to be shown in media. One night, I copied the words of John Lennon into my diary:

"When I find myself in times of trouble
Mother Mary comes to me
speaking words of wisdom, let it be
And in my hour of darkness, she is
standing right in front of me
speaking words of wisdom, let it be
let it be, let it be, let it be, let it be
Whisper words of wisdom, let it be"

Let it be, it was OK; but, I was a bad son: far from taking care of my parents, on the contrary I myself was taken care of my parents. Not to mention that, they allowed me to stay a fisherman; I was almost an unskilled fisherman without job. I am a man who always ends up in a wrong direction of my intension. I was so selfish that I had been pursuing my career for self-satisfaction and even now got back home for self-satisfaction. I don't know if I had been listening only for my internal voice, but then I could listen to the winds on the sea.
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October, 2002
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October, 2002
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October, 2002
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October, 2002
[PR]
by tetsuya_endo | 2008-03-21 22:45 | Chapter 3
An advertising path - summer(6)
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August, 2002
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August, 2002
[PR]
by tetsuya_endo | 2008-03-18 16:10 | Chapter 2
An advertising path - summer(5)
Then, before turning 28 then, I already achieved success in a sales promotion for HONDA in its house production, TOKYO GRAPHIC DESIGNERS. Thousands of snow blowers were sold out through a successful campaign, which I pursued as the chief copywriter, even before formal distribution. Also, collaborating with American copywriters as well as Japanese creative personnel, I made lots of ad concepts and copies for both global and domestic sales promotion of the general-purpose products of HONDA. I was in the swing of things, and, at the same time, was certainly in the 'Bubble.' I was so absorbed in a dreaming world of advertising that I even couldn't notice what was actually changing around me. But before I knew it, every town of Japan converted into like a Seven-eleven's convenient residence; meanwhile, my writing poems and taking pictures had completely replaced by the activities of creating advertisements.
It was at the end of '80s, and people in Japan were believing that their economy never decline as long as heading for higher quality goods. They were intoxicated with brand names so apparent statuses. I, too, didn't doubt that not so later I could get a brand-new PORCHE or FERRARI. Almost everyday, our team worked until after the last trains and then either drunk in a pub nearby or got home by taxi, by the early morning. Since I had convinced my great contribution for the 300-million-yen campaigns and was aware that I am an unusual ideas man focusing on problems and the objective quickly, when negotiating the next 1-year-contract I requested at least 6-million-yen for my annual salary. However, they merely offered either 5-million-yen for a 1-year-contract or a permanent contract until I reach 60 with much lower salary. The HONDA-related companies have every now and then the most innovative operations in Japan; nonetheless, TOKYO GRAPHIC DESIGNERS, where the creativity is the bottom line, couldn't come off the stagnant Japanese seniority system. Now, however, I can understand why so; if they hadn't hammered down the nails that stuck up, they wouldn't have been able to sustain ties with other institutes of Japanese society.
The marketing of HONDA required us, ad creators, a certain style: the head copies usually have to be a 'massive form' in order for sales personnel as well as consumers to easily repeat. Back then, thinking of that HONDA had already become an American company and that we were using simple words translatable, Japanese language might have gradually been decreasing its efficiency on Japanese people. The more immersed in illusions of advertising, the less I became interested in pursuing the truth; because having designers and photographers to illustrate the concepts for advertisements enabled to establish another worlds in media. However, I still wanted to write a line like in a novel, which is rather 'long and lyric' than the descriptions requested by HONDA, with more a wide variety of clients and merchandises. After all, I was and am me, nothing else.
Hearing of my supervisors saying, "Endo-kun, you shall be with the general-purpose products of HONDA your whole life time!", I instantly and vividly foresaw my dreary future life: just the same as my elder colleagues were doing, I would only sustain one wife and child with a tight apartment on the far outskirts of Tokyo. That is all. At this point, since I had nothing to learn from my supervisor to improve not only my copy-writing but also planning ad strategies and stratagems, I didn't make another contract with the company so that endeavoured to my another step.
I was 28 and it was 1990. Having become freelance, however, I had to realise that when applying to the better ad companies they always refused even to see me, due to my frequent change of companies.
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August, 2002
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August, 2002
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August, 2002
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August, 2002
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August, 2002
[PR]
by tetsuya_endo | 2008-03-17 07:18 | Chapter 2
An advertising path - summer(4)
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July, 2002
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July, 2002
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July, 2002
[PR]
by tetsuya_endo | 2008-03-16 08:13 | Chapter 2
An advertising path - summer(3)
I was sure, in the situation of no trustworthy standard, everything we think visible was consist of illusions. I didn't know the world at all somehow. Avoiding an ordinary family life, only I could rely on was the things I could touch and hold. Instead of having spiritual relationships, I confirmed my existence in night girls' bodies. Actually, a pleasure of pussy's pressure was the truth in the illusional society. Reality is always unclear and can't be grasped, but as soon as replaced into words it appears with clear edges. However, the words do not necessarily convey the true matter. This is particularly evident in the advertising world. However, I found that the great thing involved in making ad is to become positive to our life. For no one wants to become unhappy with products or services with which ad creators are working.
Luckily, soon after moving to Tokyo, I got an apprentice position for copy-writing with a famous large ad production, NIPPON DESIGN CENTRE, which produced a lot of famous OB not only in the advertising area but also in art area such as Tadanori Yokoo. With a creative director I learned the basics of copy-writing in sales promotion tools of TOYOTA, though I couldn't sustain my life with my cheap salary with little job. As a matter of fact, I was borrowing over 1-million-yen from my mother for eking a living. Even though I wanted to do more job, it was impossible under the old apprenticeship of NIPPON DESIGN CENTRE. So, I move to a middle sized ad production for an agency, DAIICHI KIKAKU. I could buy a brand-new ROVER MINI E with my jumped salary. Those companies have disappeared after the bust of 'Bubble Economy of Japan,' though.
The work there was a chaos, however. My group leader, a graphic designer and had children with wife, was involved in a love affair with his assistant designer. Working until late at night, sometimes around the clock, they smelled, behaved, and talked similarly. It was not until I was seduced by her after drinking that a male colleague copywriter revealed the matter. At the same time, he implied he also had a relationship with her. That is something more, amazingly, he even described our company's reception girl's peculiarity of sex just from his experience. Even though I began to show my ability in a variety of merchandise and medium, this disgusting atmosphere induced me to change my work soon.
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July, 2002
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July, 2002
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July, 2002
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July, 2002
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July, 2002
[PR]
by tetsuya_endo | 2008-03-15 06:58 | Chapter 2
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■Tetsuya Endo Profile
Born in Shizuoka-prefecture, Japan, 1961. BA, Seikei University (Major: Cultural Science) in 1985.
As a copywriter (creative director) in the Japanese advertising industry for over 15 years, I have never been satisfied with and by compelling myself and others to sell and buy goods. Thus, I left Japan or its materialism for apparently nature-co-existing Canada, where as photographer finding that I can't be a Japanese without Asian background prompted me to settle in the Philippines. While challenging a new business by the slogan "Economy & Ecology, ECOH!," I have been looking for a publisher for this "Transition Japan" and also "A Man Goes to North."
1961年、静岡県生まれ。成蹊大学文学部文化学科卒。日本デザインセンター、東京グラフィックデザイナーズをはじめ広告企画制作業界でコピーライター、後クリエーティブディレクターとして15年以上務めるも、売れども売れども、買えども買えども満たされず。カメラを手にカナダ横断を往復するドライブで「アジアの日本人」でありそれ以外何者でもないアイデンティティを悟るとフィリピンに移住。"Economy & Ecology, ECOH!"をスローガンに新しいビジネスに挑戦しながら、この「Transition Japan」及び「A Man Goes to North」を上梓できる出版社を探している。

Contact:
tetsu95jp@yahoo.co.jp
cell: +63.928.707.2843

No part of this publication may be reproduced for use in any form, without prior written permission of Tetsuya Endo.
掲載画像・文章の無断使用は禁じています。全コンテンツの著作権・版権はTetsuya Endoが有しています。