<Regarding Advertising Overall>
Q.Just what is the Internet Generation?
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A: The popularization of the Internet is said to be prompting the greatest degree of change since the Industrial Revolution. The "Internet Generation" refers to the generation which will assume leadership in the "new era" and the "new world" which are emerging as a result of this upheaval. This generation does not necessarily refer to any chronological age. If the Internet is being mobilized on a daily basis, and the merits of that use are being reaped, that person (or company) may be considered to be a member of the "Internet Generation."
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Q.What is the objective of this advertising?
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A: While it is true that the popularization of the Internet is advancing at a phenomenal pace in Japan, compared to the other "Internet developed" countries the current situation cannot be said to represent truly full-fledged mobilization. Therefore, the objective of this advertising is to explain the meaning of the Internet Generation, giving the most familiar and easily grasped examples.
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Q.Are the characters who appear in this real people, or are they fictional?
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A: They are all real people. In seeking to convey the message that the Internet Generation has already begun in the U.S. and should also be getting off the ground in Japan at any time as well, there would be little sense in using made-up stories. Based on that, all the people interviewed for this ad are indeed real, and nothing has been arranged.
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Q. Where and when was this coverage conducted?
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A: The interviews were done on location in late March 1999, in the suburbs of Los Angeles, Boulder City, Colorado, the outskirts of Nederland, Colorado, and Blythe City, California.
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Q.Who was the photographer?
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A: The main visuals for the newspaper ads were taken by Lara Porzak, a freelance photographer. She is a graduate of Dartmouth University who now resides in Los Angeles, handling photographs for magazines like "People," the "New York Times" and other magazines and newspapers, the shots used in the opening credits of the TV program "Felicity," photographs of marriage ceremonies of celebrities, and other types of work. At the present time, she is also advancing a non-profit project for the Teachers Association of America, in which she is taking pictures of schoolchildren all over America. Whether inside or out, she is a perfectionist when it comes to using natural light. The website images are taken from shots taken by our staff using a digital camera. |
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Q.How did you find the subjects for this coverage?
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A: We targeted specific themes, such as "business," "education," "medical care," "pets," "lifestyle" and other areas, using Internet searches and hunts for filming locations, narrowing down the candidates from the large volume available. Because this is a documentary, we naturally need to find subjects compatible with the themes selected, and for the four-month period from the end of 1998 we were able to meet up with the individuals in this coverage as the result of steady and dedicated work.
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Q.Why did you choose the U.S. for your coverage?
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A:The first reason is that the U.S. is clearly an "Internet developed" country, which contains a rich range of "Internet Generation" examples to choose from. Meanwhile, our decision to limit coverage to a single country was made for the extremely realistic factors of the location and coverage demands, and certainly not because there are no examples in other countries. Besides this, there is also the rather obvious reason that Cisco Systems is a company headquartered in the U.S.
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<The Man Who Fixes Computers around the World from the Rocky Mountains>
Q. Is Rob Savoye a real person? If so, please tell us more about him.
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A: Yes, he is real. Realizing that there would be little sense in using made-up stories in our quest to convey the real status of the Internet Generation, everything is based on actual coverage. We also included the link address in the article, and encourage everyone to take a look at Rob's own site. He has accumulated a long career in this field, and in his own words: "I created one of the world's first 100 websites."
Welcome to SpecTiv
Rob Savoye
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Q.How did you find Rob Savoye?
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A: We set certain conditions for our search -- a resident of a Boulder suburb, use of the Internet, and a distance of at least one mile to the nearest neighbor. It took just about the entire time available to find the best candidate for this spot, and if the truth be known we first made contact with Rob the day before we actually interviewed him.
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<Canines Saved by the Internet>
Q.Are Kristen and Jim real people?
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A: Yes, they are real. Realizing that there would be little sense in using made-up stories in our quest to convey the real status of the Internet Generation, everything is based on actual coverage. We also included the link address in the article, and encourage everyone to take a look at Kristen's own site.
Damien, Reagen and Carrie's Place |
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Q.What is the Rescue Group?
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A: As explained in the story, this is a group which rescues abandoned dogs from "shelters" where they held for set periods of time (comparable to public health centers in Japan), and then uses the Internet and various other means to find them foster homes. In addition to the miniature pinschers covered in this story, there are reportedly similar groups for all breeds of dogs, as well as cats and other types of pets.
Internet Miniature Pinscher Service (IMPS)
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Q.Are there any similar groups in Japan?
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A: When searching under "foster homes" on the Internet, for example, you will hit on a considerable number of websites. The following links (mentioned in the story) are just a few examples of the many which exist.
Pet Foster Home Search Link Listing
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<Fighting Cancer with a Bicycle and the Internet>
Q.Is Bobby Mackin a real person? If so, please tell us more about him.
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A: Yes, he is real. Realizing that there would be little sense in using made-up stories in our quest to convey the real status of the Internet Generation, everything is based on actual coverage. We also included the link address in the article, to let everyone know that it is possible to read about this project being undertaken by Bobby and his family online.
One Voice Across America
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Q.How did you find Bobby?
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A: Based on the theme of "How the Internet is changing medical care," we searched out websites for online donor soliciting, exchanges between patients and other perspectives, and eventually came upon One Voice Across America.
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Q.What are Bobby's brothers and sisters doing about school education?
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A: They are being educated through "home schooling." The shelf space inside the trailer home is packed with textbooks. For that matter, Bobby himself used home schooling to take a certification test, through which he qualified for a scholarship which only 50 students in all can receive. He is scheduled to attend St. Mary's University, although he has deferred entering that school for a year in order to carry out this project.
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Q.What are bone marrow transplants?
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A: For the treatment of malignant tumors from leukemia, cancer and other diseases, approaches are necessary which use large volumes of drugs and radiation. At these times, however, the treatments result in the loss of healthy blood cells as well, which saps the body's power to resist disease. To deal with this situation, bone marrow transplant is a method in which cerebrospinal fluid containing healthy blood cells is transplanted to conduct treatment with greater safety. Approaches include use of the patient's spinal fluid, a donor's spinal fluid and other procedures, while the use of a donor requires a careful matching test to ensure that the transplanted spinal fluid will not be rejected.
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<The Answer to Your Question is in the Internet>
Q. Is Redondo Union High School an actual high school?
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A: Yes, it is an actual school. Realizing that there would be little sense in using made-up stories in our quest to convey the real status of the Internet Generation, everything is based on actual coverage. We also included the link address in the article, and encourage everyone to confirm this by taking a look at Redondo Union High School's own site.
Redondo Union High School
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Q.Tell us more about the laptop computers mentioned in the article.
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A: Because we failed to obtain permission to list the name of the company which develops and produces these laptops, it was impossible to introduce the details. However, an introduction does appear in the "Special Activities" column of the listed website.
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<The City where Many Presidents Live
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Q.Are these presidents real people?
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A: Yes, they certainly are real. Realizing that there would be little sense in using made-up stories in our quest to convey the real status of the Internet Generation, everything is based on actual coverage. We also included the link address in the article, and encourage everyone to take a look at the sites which each of these presidents have established.
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Q.How did you find these presidents?
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A: First, from the upper rankings of "American's favorite cities to live" we selected Boulder, Colorado. For the presidents themselves, we selected candidates under the condition that they maintain websites, and both transmit information and conduct their business online. After that we contacted each one directly, and requested their assistance in the project.
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