Cross cultural marketing blunder … here is the answer to the question.

When they pick up a book, the Japanese read from the back to the front and they don’t read from left to right.  So, they read the advert the revers way from the way westerners would!

Their interpretation of the advert, therefore, was the following:

CartoonmedicineRtoL

Now you wouldn’t want to take medicine to make you feel bad, would you?