The base of this message is the "Happiness Design" that Mr. Sadamura presented at the "8-Coach School/Professional coaching school taught by 8 enthusiastic leaders from the Japan Sign Design Association" event held by the Japan Sign Design Association all over Japan from 2011 to 2014.
He coauthored the manuscript printed here, "Design That Communicates," published in February 2016 (published by the Japan Sign Design Association and sold by the Kajima Institute Publishing Co.), which is an improvement on the Happiness Design from Chapter 2, Part 1.
Happiness Design
Advertisement Design
Forty years have passed since I began to work in design. I studied film design in university and was still interested in it when I graduated, so I continued to work in planning and production of advertisements beginning with commercial film at an advertising agency.
Advertising production involves creating concise explanations of the merits of a company or product and adding images. At that time I found the work of communicating a message within 15 or 30 seconds that would catch the eyes and ears of ordinary people and remain in their memories to be very thrilling and dynamic.
I made presentations to clients and instructed and coordinated dozens of production staff. As soon as one advertising campaign was finished, the next presentation was already waiting. The completed advertising tools went on television, radio, or posters in train stations, and would stir up the feelings and spending habits of the public, and then a few months later disappear without a trace.
It is precisely because of this short lifespan, like a bubble, that advertising requires a momentary sense of the times and a delicate approach that fills the emptiness of the heart. The success or failure of advertising design can be clearly evaluated by the sales figures of the product.
This was interesting.
Every day there was continual new creation, and every day there was continual consumption.
I continued that advertising work for about 20 years. The advertising awards I received during that time remained on my resume, but other than those, there was nothing. The advertising work I managed left nothing behind in the company or in people's lives.