Intermediality in advertising for pleasure products in the interwar Japan

2023 Fiscal Year Final Research Report

• Project/Area Number: 20K00163
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 01050:Aesthetics and art studies-related
• Research Institution: Kyoto University of the Arts (2021-2023); International Research Center for Japanese Studies (2020)
• Principal Investigator: MAEKAWA Shiori 京都芸術大学, 芸術学部, 専任講師 (80805664)
• Project Period (FY): 2020-04-01 – 2024-03-31
• Keywords: 広告 / 嗜好品 / 多メディア展開 / デザイン / 童画 / 漫画 / 映画 / 写真

Outline of Final Research Achievements

The purpose of this research was to examine the relations of advertisements of confectionery as one of pleasure products in the interwar Japan to the popular visual media such as illustrations, cartoons, photographs, and films, from the viewpoint of Visual Culture Studies. First, I did a comprehensive survey of advertisements by the confectionery companies that used illustrations, cartoons, photographs, and films. Through examining examples of cross-disciplinary sharing of illustrations for children, appropriation of pictorial and avant-garde photography, and tie-up films and their inter-media linkage, etc. in the advertisements of the confectionery companies, I considered the process of formation of cultural and social meanings and their changes of confectionery.

Free Research Field

近代日本デザイン史、視覚文化論

Academic Significance and Societal Importance of the Research Achievements

戦間期日本の洋菓子広告における多メディア展開に関する調査を通して、これまで研究される機会が少なかった消費と結びつく大衆的デザインの領域を具体的に示すとともに、戦間期の洋菓子における文化的・社会的意味について、市場の動向や社会情勢、隣接文化の動向と密接に絡み合いつつ、その意味が近代性を基調とする一方で非合理的な消費の快楽を含みつつ、細分化したり変容したりするさまを描出した。この研究成果を通して、嗜好品の飲食をめぐる五感を刺激しながら織り成される文化的営為とその視覚表象が密接に結びつくさまを具体的に想定するに至った。