Sophia Magazine vol.4 / WINTER 2016

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Campus NewsSophia University Celebrates Yukata Day and Japanese Culture #02citing event. The student group that organized the event, “nexnect” encouraged students through Twitter and Facebook to wear yukata. As a result, approximately 2,000 people enjoyed the festivities, exceed-ing the previous year’s attendance. Stu-dents, faculty members, and other staff members arrived on Yotsuya campus dressed in yukata, showcasing a wide variety of vibrantly colored designs. Yu-katas were on sale and kimo-no-wearing services were also available. In Japan, on the day of Tan-abata, people write their wish-es on slips of paper and hang them on bamboo branches. A large bamboo branch put up on campus was full of wishes from the Sophia community in many languages. International students also had an opportu-nity to experience tea ceremony and a student a cappella group gave a per-formance. In the evening, a Japanese traditional soft drink, ramune (lemon so-da), was offered. The campus was in-fused with a festive mood throughout the day.The Sophia Yukata Festival was held on July 7, 2016 not only for international students to gain hands-on experience with Tanabata (Star Festival) and other Japanese traditions, but also for Japa-nese students to participate in various cultural exchange programs. This year marked the fourth installment of this ex-Miles Young Speaks aboutA New Era of Ideal Communication#03the core of producing good expres-sive content, and he stressed the im-portance of making universal emotion-al connections.He also pointed out 10 principles be-hind the creation of good advertise-ments or media communication. He cit-ed philosopher Arthur Koestler’s theo-ry of “bisociation” and noted, “a great idea is an unexpected combination of two previously unconnected things.” In the question-and-answer session fol-lowing his lecture, when he was asked about the dramatic change in his ca-reer path, assuming the post of War-den at Oxford University from which he graduated, he replied, “I had a very happy time in my college days. I am so excited about going back to the place that holds many memories.” As lead-er of that prestigious university, how he applies his considerable capabilities will be well worth watching.On July 11, 2016, a Distinguished Guest Lecture by Miles Young, Chair-man of Ogilvy & Mather Worldwide, Inc. and the next Warden of the New Col-lege at Oxford University, was held at the International Conference Hall on the Yotsuya Campus. On the theme, “New World of Communication,” he spoke about ideal communication in the age when the use of the Internet and social media has become widespread and relations among people and the media have changed signicantly.In his lecture, he mentioned that the biggest change was the advent of the age in which “consumers choose ad-vertisements.” Meanwhile, as the vari-ety of media has grown and technolo-gy has evolved, creativity still remains 4

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