Ask John: Is Merchandising a Betrayal of Anime Principles?

Question:
It is somewhat disturbing to me just how visibly anime fans obsess over hand drawn, artificial creations. Take for example, the two girls from Evangelion, Rei and Asuka. Just how much stuff is there specifically depicting these two girls? Towels, figurines, dolls, plush toys, books, fan comics, clothing, video games, etc. It disgusts me because the point of the anime was to tell a story, not create some immature lust fixation for the population segment unable to meet a real-life partner. Who really needs a posable doll of Rei in a bikini posing on a beach? (Furthermore, how is that not a perversion of her character in the first place?)

Anime creators want to see their vision, but the anime producers want to see money. I completely understand this. But why exactly do anime fans allow companies to turn something like Evangelion into a “girls gone wild” venture? Why do they buy the stuff? I find Evangelion “fan service” to be a sheer insult to the series; bringing it down to the masses instead of keeping it as this deeply philosophical work of art. Why do so many people go nuts over the dating simulator games, harem anime, and everything else? To make it clear, I’m not insinuating that there is something wrong with finding an anime character attractive (as they are drawn to be appealing), but I do find it somewhat odd to develop an acute obsession over them.

Answer:
I’m a well known proponent of anime as an intelligent and thoughtful art form, and I most often find myself needing to defend that point of view. But I also recognize that anime is a commercial entertainment product. Reasonable analysis of anime requires a constant, conscious awareness of both polarities. The belief that anime is just disposable junk culture is uninformed and shortsighted. It pains me a bit to say this, but likewise considering anime as only a mature, intelligent fine art is equally one-sided. We all know that anime encourages and contributes to an ongoing obsession with fantasy. For any number of personal reasons, certain individuals become more immersed in that fantasy world that others. And it is for those people that certain types of anime and anime merchandise exist.

I’ve frequently heard the criticism that those who dislike harem anime don’t primarily object to its sexist themes; they dislike its clichés. I don’t believe that the popularity of new harem shows is caused by new fans that have never seen a harem show before and therefore aren’t aware of its clichés. Harem shows continue to be made because they remain popular. A certain variety of anime fans consistently consume harem shows because they’re willing to continue enjoying them. To put it bluntly, and I’m aware that this may sound odd coming from me, don’t take everything so seriously. Using myself as an example, I find that I appreciate highly artistic and intellectual anime just as much as I can like brainless, unoriginal tripe. I do so because while I naturally, inevitably compare each new anime I watch to other shows I’ve watched in the past, I approach each new anime title with the hope that I’ll enjoy it. I make a conscious effort to consider each anime series as a new show, not as just another entry in a long line of similar shows. Inevitably I’ll notice clichés in certain anime series, but I try to appreciate each anime I watch based on its own qualities- not how much or how little it resembles other shows I’ve seen. The fact that a show may be unoriginal doesn’t necessarily mean that it can’t still be highly entertaining.

Not just harem anime, but virtually all contemporary anime is designed around its characters because character merchandising is tremendously profitable in Japan now. Especially during the 1980s, a lot of anime was designed with atmosphere and visual style given top priority. The result was anime that didn’t have a lot of character development, but also which spent a lot of time developing setting and mood. In contemporary anime there are almost always characters on screen. Sequences in contemporary anime without characters on screen or any spoken dialogue rarely last for more than a few seconds. I believe that’s because the principles of anime storytelling have changed during the 1990s and 2000s. Having characters on screen often creates a stronger recognition between viewers and characters, which creates a greater demand for character merchandise. When fans obsess over fictional anime characters, I don’t think that most fans are doing so at the expense of the original anime’s concept. The fan interest in character merchandise stems from an interest in the character. The existence of figure toys of Asuka Langely and Rei Ayanami as soldiers, brides, and ninja doesn’t represent an interest in the pure visual appeal of these two girls. If two original characters were dressed as brides or ninja, they wouldn’t be remotely as popular. The continuing appeal of specifically Asuka and Rei in alternate roles is based in fan interest in the background of these characters, and an interest in seeing them in a new light. When a fan enjoys seeing Ayanami Rei dressed as a cat girl or policeman or ninja, that’s not a betrayal of Rei Ayanami’s original identification; it’s a recognition of her original characterization and a desire to see her break out of that role and take on a new life. In other words, from a fan and consumer perspective, seeing a new rendition of Rei Ayanami isn’t a betrayal of Evangelion; it’s homage.

From the commercial perspective of Japanese businessmen, encouraging fan interest in anime characters is profitable. In the same way George Lucas has turned his Star Wars universe into a marketing juggernaut, Gainax, for example, is doing the same thing. I respect the artists of Gainax and love the work that they do, but I can’t deny that Gainax is also a studio that loves money. After all, it is Gainax that was charged in 1999 with tax evasion due to literally hording millions in cash. And it is Gainax themselves that have “corrupted” Evangelion by authorizing and even creating pornographic Evangelion computer games and model kits. So if anime fans are guilty of compromising the intellectual integrity of anime, anime producers are equally guilty. But I don’t personally consider intense devotion to anime, anime characters, and anime memorabilia to be shameful. I respect and appreciate anime, and those fans who recognize anime as an art form. But at the same time I recognize that anime is intended to be fun, relaxing entertainment. I find it novel to see characters step out of their typical characterizations. I can still be entertained by dumb, sexist clichés because I recognize that they are stereotypes that shouldn’t be taken seriously.