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 Post subject: Boy mentality and anti-anime mindset of US marketers 90's
PostPosted: Fri Sep 08, 2017 6:24 am 
Yoshi
Yoshi
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I've recently been watching a lot of youtube reviews (Gamesack/SNESdrunk) of some SNES/Genesis reviews of 90's games and some of them mentioned some of the box covers that the US marketing division changed to fit its target demographic (which most likely little boys or teenagers who don't appreciate anime and anything Japanese for that matter).

Another great example would be the US dub of Card Captor Sakura which excluded episodes w/o Syaoran in it.

Why was this anti-Japanese culture and "just for boys" mentality of the marketing divisions so prevalent in the 90's?

Did they perceived it as some kind of threat to Amercan culture and values or they thought it wouldn't sell well enough if it were advertised as something cute and not to be taken seriously by patriotic parents?

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 Post subject: Re: Boy mentality and anti-anime mindset of US marketers 90's
PostPosted: Fri Sep 08, 2017 9:16 am 
Aurorae Lunares
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I don't think it was a case of anti-Japanese animus but anime fandom throughout the 90s was a small niche and animation was still considered to be only for kids back then. So a lot of these companies thought they could make more money from appealing to a broader audience as opposed to trying to target a smaller narrower otaku fandom. In the case of Cardcaptors, it came out during the height of Pokemon's popularity, so it was natural for Kids' WB to find a successor to Pokemon to keep the craze going as long as possible. Cardcaptors does have a similar collect them all monster of the week type of feel in many respects to monster training shows like Pokemon, so it was natural for Kids WB to see Cardcaptors as a potential way to target a broad audience with the "next big hit." Unfortunately, the dub ended up being kind of a mess and was too confusing for casual fans with all the episodes they skipped, and the changes made it too alienating to the fans of the original. So Cardcaptors ended up being a case of trying to make something for everyone but you end up pleasing no one. But in theory at least, most of these decisions by dubbing companies are done because they think it's the easiest way to make a profit and not really because of any sort of political agenda.


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