Kawaijyuku Radio WATER CRYSTALS by Dentsu Inc. Tokyo

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Industry Consumer & Public services
Media Radio
Market Japan
Agency Dentsu Inc. Tokyo
Director Sachiko Nakayama, Hideshi Makishima
Creative Director Mr.yukio Nakayama
Released March 2004

Credits & Description

Advertising Agency: DENTSU, JAPAN, Tokyo
Creative Director: Yukio Nakayama
Scriptwriter: Sachiko Nakayama
Agency Producer: Mariko Tanabe
Advertiser's Supervisor: Hitoshi Ichihara
Director: Hideshi Makishima/Sachiko Nakayama
Sound Engineer: Tomohisa Miura

Script in English

Narrator: A doctor was taking pictures of water changing into ice. During this research, he decided to try an experiment. How does water react to human words? When he said thank you to the water, the water crystallised beautifully. Arigato, merci, and gratzie achieved the same result. Stupid! didn't make water crystallise. When he said You are beautiful, it crystallised beautifully. But when he didn't make any compliments,the water didn't crystallise. When he said 'Let's do this', it crystallized. However, when the water was ordered, You must do this, it didn't crystallise. 70% of a child's body is water. So what kind of expressions would you choose when you talk to children?

At Kawaijuku, our Teachers are very careful when they talk to students. Because they always want the best for them. Kawaijuku.
Brief Explanation

A Japanese researcher, who successfully created the world's first water crystals, enhanced his experiment by testing the effect of verbal commands on water. This research demonstrated that water displays a seemingly intelligent response to words. Surprisingly, when water was subjected to negative stimuli (critical words), it failed to crystallize; however, when this water was treated to positive stimuli (approving words), it crystallized as expected. Considering that 70% of the human body is made up to water, the power of positive reinforcement may be far more important than hitherto assumed. In any case, Kawaijuku puts this research into practice at our private schools. Which is why we make it our basic policy to coach our students with carefully chosen words of