While the Clinton Administration has barely begun to formulate its policy on trade relations with Japan, one new American export already has made inroads in that country: the image of the new president himself. As a wire service story reported late last month, a Japanese TV spot for Fuji Film included the now-famous shot of a teenage Bill Clinton meeting President John F. Kennedy. Even the toughest trade hawks must admit that this indicates an edge for the U.S. in the leader-image category. After all, when’s the last time you saw a photo of a Japanese prime minister in a commercial on American TV?
Copyright Adweek L.P. (1993)