If the structure of Japanese advertsiements is in some respects different from that of English advertisements, is there any way in which they can be said to be the same? Now, it is clear that advertisers the world over try to generate some form of discourse in their advertising slogans. In this respect, Berger (1972:131) has argued persuasively that in the advertising of modern industrialised societies every image confirms and enhances every other. Publicity-as he refers to advertising-is thus not simply an assembly of competing message but a language in itself.