Ask John: What is the Purpose of Eye-Catches?

Question:
The question that I would like to answered is: what is the purpose of eye catches? I ask this question because I don’t know why they are put in the middle of an episode and I was also wondering if eye catches are a anime tradition.

Answer:
The “eyecatch” as it’s known in Japan, is an anime tradition that’s ironically as simple and as multi-faceted as it appears to be. Ostensibly the eyecatch is a program identification used to bookend the mid-episode commercial break. Unlike American television, which has numerous commercial interruptions, Japanese 30 minute programs generally include only one commercial break after the opening animation, one during the middle of the program, and one before the end credits or before the preview for the next week’s episode. In some cases, such as some programs broadcast on the WowWow pay satellite network, 30 minute anime broadcasts may have only 2 commercial breaks at the beginning and end of the program.

Historically the eyecatch serves as an identifier for a program going to or returning from a commercial break. As it’s name implies, the short animation sequence or title screen is intended to “catch” the “eye” of viewers. But it can also be seen as a subtle merchandising tactic. Especially with shoujo and giant robot programs, the eyecatch, especially if it includes an announcer’s voice, is a way to present the series name or name brand to viewers and reinforce and hopefully increase merchandise and toy sales. The eyecatch for a giant robot show may emphasize the series and robot’s name to urge viewers to buy robot toys. Shoujo series may show the name, then show commercials for the manga magazine the series is published in, to urge girls who watch the animation to also buy the manga.

The eyecatch became tradition when it got included in OAVs that don’t have commercial breaks. Of course, the inclusion of eyecatch sequences in OAVs allows for the possibility of TV broadcast, such as the You’re Under Arrest OAVs being used as the first 4 TV episodes. The eyecatch in OAVs also serves as a notice to viewers that the program is at its half-way point. In other cases, such as the Crusher Joe OAVs, multiple eyecatch sequences are used as scene transitions.

More recently, the eyecatch has even begun to develop as a distinct art form in and of itself. The eyecatch sequence for the Brain Powerd TV series is a single long animation sequence that signifies the middle of the program because Brain Powerd was one of the shows that did not have a mid-episode commercial break. Since there was no commercial break, the animation staff used the opportunity to create an unusually long eyecatch sequence. The Yamamoto Yohko TV series took the eyecatch to its utmost artistic extreme by creating a completely original eyecatch sequence for each episode- each of which was appropriate to the tone and events of its surrounding episode.