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Advertising Expression Lab
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The lab explores how communication in advertising and cultural phenomena produces meaning.
AboutAbout the lab
Exploring communication in advertising and culture
The Saito Lab studies how communication takes shape and how social meaning and value are formed.
In addition to advertising expression, the lab covers a wide range of cultural phenomena, including film and video, contemporary art, museums, photography, literature, and subcultures.
Associate Professor Saito has worked as a creative director on advertising, public relations, and cultural projects.
The lab is characterized by a method that moves back and forth between practice and theory: it analyzes that practice as a subject of research and consolidates it into theory.
Key terms
- Creative Direction
- The role of directing the overall course of production, from planning to expression, in advertising, public relations, and similar work
- Communication Design
- Designing how information and ideas are conveyed to the audience. Its subjects include advertising, public relations, and exhibitions
- UGC
- Short for User Generated Content: posts, works, and other content created by users themselves
ResearchResearch themes
This lab investigates the process by which communication comes about and social meaning and value emerge. Using advertising, public relations, and cultural phenomena as subject matter, it conducts research from both practical and theoretical perspectives.
*Illustrative imageExpression and Meaning-Making in Advertising and Public Relations
The lab works on creative direction, communication design, brand communication, and film studies for advertising and public relations, examining the process by which social meaning and value emerge through communication.
*Illustrative imageCommunication in Which People Participate
The lab studies the design of communication in which people do not merely consume information but create, share, and participate in meaning themselves. Keywords include UGC, narrative consumption, and advertising expression and culture.
Collaboration with Communities, Companies, and Government
The lab studies new communication practices carried out in cooperation with local communities, companies, government, and cultural institutions. Keywords include projects in partnership with society, social implementation, and theory and practice.
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: “Printing press 03” Vis M / CC BY-SA 4.0 (cropped)
- Expression and Meaning-Making in Advertising and Public Relations: “Billboard on the Granville Street Bridge Vancouver 1932” unknown. from the collection of Matthews, James Skitt, Major ( ) / Public domain (cropped)
- Communication in Which People Participate: “Wiki Loves Art Mural Painting CBSUA” Irvin Parco Sto. Tomas / CC BY-SA 4.0 (cropped)
- Related lab (Advertising Expression Lab): “Ruddy-Duker Ltd. billboard advertising Vancouver 1932” Neon Products (Commissioner) / Public domain (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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