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Hotels (Taiga Suzuki)
Focus
In Private Love in Public Space: Love Hotels and the Transformation of Intimacy in Contemporary Japan, the author Lin states the following:
All these descriptions aimed to shed the sleazy image and negative associations that […] hotels had had in the past, by promoting them as commercial places that offered […] intimacy associated with fun, pleasure and leisure to a diversity of people.
As explained in the 📝Contents, the hotel’s name, pictures of rooms, price, etc, are the main contents that can be seen on hotel’s signboards. Having observed the signboards of hotels, the extent to which each hotel emphasizes the different kinds of content was found to be different. Each hotel shows its own selling point to grab the attention of potential guests. Moreover, there are some hotel signboards that seem to be corresponding to what Lin states in his article.
Good deal
Although the largest letter on the signboard is the 8 which is the hotel's name, the focus of the signboard seems to be the price. The notation of price stands out as they are written in red letters on the signboards. It can be implied that the target of this hotel is people who prioritize price over other features such as the interiors and services. In addition, the use of the word “均一” (saying it is a flat price) emphasizes that the price would not go above the ones stated on the signboards. This might also make people feel that this place is a “good deal” and a safe place to rest in the sense that the price is fixed.
Hotel 8, the main signboard
Glamping
The hotel Bali-An has signboards promoting rooms in which customers can enjoy glamping. They show the rooms that provide hammocks, a garden with a bonfire, coffee, and an observation deck. According to Lin (2007), hotels are generally considered to be a place where adult men and women or couples go to have intercourse. It might be a place where people want to go at night when the city gets dark and quiet. On the contrary, this hotel instead gives the impression of a place where people gather in open public spaces and simply enjoy nature just like glamping.
Hotel Bali An Resort Glamping, one of the main signboards
Joshi- kai
The hotel Balian has signboards promoting 女子会. They show pictures of females having fun, cakes, drinks, and flowers, which we usually see at events such as parties and celebrations. As I mentioned in the glamping part, hotels have firm impressions of places where adult men and women or couples go to have intercourse. However, this signboard also seems to be breaking such impressions by promoting women-only use.
Hotel Bali An Resort, one of the main signboards
Food
Some hotels in Kabuki-cho have signboards showing food that can be served in the room. The hotel PAL, for example, shows a picture of a Japanese-style cutlet and hamburg. Below these pictures, it says “世界一安全なNZビーフ 手作りへのこだわり” meaning they have selected the world's safest beef, NZ beef, for their handmade meal that can be served to the guests. Since the Hotel PAL is a New Zealand-style hotel, it can be said that they even offer food service that matches their concept.
Hotel PAL, the signboard showing pictures of food