The turning point is the belief that "an epidemic can be reversed, can be overcome, by tinkering with the smallest details of the surrounding environment" (155). In essence, it is the idea that a seemingly small alteration to an environment could cause a drastic change in that environment. This could be applied to Mega Marketing in Japan. Specifically, research published in the Japan Times stated that “90% of those who commit suicide are believed to suffer from one type of mental illness or another, and that 70% of suicides are attributable to depression” (526) . there was a suicide epidemic in Japan, so the Japan Times article had a great impact on its citizens as they were culturally affected by the suicide epidemic. This explanation of the cause of high suicide rates led to the understanding that treatment and medicine were the best options in combating depression and “reversed” the experience of depression in Japan into one that resembles Western ideology