Green Green Green

In the ad world, this has been a topic; One theme, different executions for different cultures (or as we sometimes call them, 'markets'). See these:





The top is a Japanese TV ad and the bottom is from Thailand. There are two points I found interesting:

1) Contextualism
'Green Machine' is, I guess, grammatically correct. But this is an epiphany of 'Japanese style English' such as 'We Do Eco' (by a railway company), in which we contextually take out the meaning, not necessarily the meaning the slogan (or tag line) mandates (e.g. Just Do It). If you really get strict, 'Green Machine' is not even a tag line; it's just a generic noun with an adjective. However, the Japanese can create a series of TVC with the help of Peanut Characters to convey the core message. I think this is amazing.

2) Assimilation, not persuasion
Though different in formats, both Japanese and Thai versions adopted 'teacher-learner' scheme (of course more evident in Thai version). I suspect these show Asian sentiment that consumer engagement can be attained through 'let us all learn together' model. Although this is an dealer ad, take a look at this:



They all deal with Honda's eco-friendly cars (theme), but message conveyance and its manner (execution) gets varied from one culture to another. Certainly, I as a Japanese can relate more with the Japanese ver. and Thai ver. far better to consider Honda's good gas-mileage or hybrid cars.