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Advertising Expression Lab
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The lab explores how communication works, using advertising and cultural phenomena as its subjects.
AboutAbout the lab
Exploring how communication creates meaning.
Associate Professor Toshifumi Saito's lab studies how communication comes about and how social meaning and value are shaped through it.
Besides advertising, the lab covers a wide range of cultural phenomena, including film and video, contemporary art, museums, photography, literature, and subculture.
Associate Professor Saito has worked as a creative director on advertising and cultural projects, and he analyzes that practice as a research subject and organizes it into theory.
Key terms
- Creative direction
- The work of overseeing the creation of expression in advertising and cultural projects. Associate Professor Saito has done this in his professional work
- Communication design
- Designing how messages are conveyed and the systems around them, so that what one wants to say reaches the other person and leads to understanding or action
- UGC
- Short for User Generated Content. Content such as posts and works created by users themselves
ResearchResearch themes
The lab studies how social meaning and value are created through communication, using advertising, public relations, and cultural phenomena as subjects. A distinctive feature is that it moves back and forth between professional practice and theory, analyzing practice and organizing it into theory.
Expression in advertising and PR, and how value emerges
Using creative direction and communication design in advertising and public relations as clues, the lab examines the process by which social meaning and value emerge through communication. Brand communication and film studies are also keywords.
*Illustrative imagePractices in which people take part in making meaning
From a design perspective, the lab studies communication practices in which people do not merely consume information but create, share, and participate in meaning themselves. UGC, story consumption, and the relationship between online and offline are also keywords.
*Illustrative imagePractices carried out with communities, companies, and governments
The lab studies new communication practices carried out in collaboration with local communities, companies, governments, and cultural institutions. Socially engaged collaborative projects, social implementation, and theory and practice are also keywords.
MembersFaculty
- Associate ProfessorToshifumi Saito
VoicesStudent voices
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Report an errorAbout the images
The top and research theme images are illustrative and were not taken at the lab. They are cropped from Wikimedia Commons images. Cropped CC BY-SA images are provided under the same CC BY-SA license as the original (version shown on each line).
- Top image: “Ruddy-Duker Ltd. billboard advertising Vancouver 1932” Neon Products (Commissioner) / Public domain (cropped)
- Practices in which people take part in making meaning: “Global Community Mural, Salisbury - geograph.org.uk - 7893944” Oscar Taylor / CC BY-SA 2.0 (cropped)
- Practices carried out with communities, companies, and governments: “Taisho-roman Street 20180328” TIC KAWAGOE / CC BY-SA 4.0 (cropped)
- Related lab (Advertising Expression Lab): “Printing press 03” Vis M / CC BY-SA 4.0 (cropped)
- Related lab (Communication Design Lab): “Children's playground, Calthorpe Community Garden - geograph.org.uk - 4534697” David Hawgood / CC BY-SA 2.0 (cropped)
- Related lab (Communication Design (Masahiro Takita) Lab): “Boys playing street football in Egypt” Mohamed Hozyen Ahmed / CC BY-SA 4.0 (cropped)
- Related lab (Media Art Lab): “-App-for-interactive-Installations” Einsgoeins / CC BY-SA 4.0 (cropped)
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