 |
| The permanent exhibitions also
feature five figures that made significant
contributions to the history of advertising
in Japan. Visitors to the library will "feel"
the dream, passion and outstanding talents
of those pioneers that predicted the future
of advertising, overcame the limits of expression,
and paved the way to today's advertising.
|
|
 |
 |
|
|
| Fukuzawa
Yukichi (1835~1901) |
An educator and the leading
light in bringing Western civilization
to Japan and promoting modernization
of the country, Fukuzawa Yukichi authored
numerous books including "Seiyo
Jijo (Conditions in the West)"
and "Gakumon no Susume (An Encouragement
of Learning)."
In 1852, Fukuzawa began publishing a
daily newspaper called Jiji Shimpo advocating
the importance of newspaper ads to ensure
autonomy of journalism. The October
16, 1883 issue of Jiji Shimpo carried
an article "A Statement to Merchants"
in which he argued that newspaper advertising
was "equal to none in its reach
and being inexpensive." He also
stressed the practical value of the
newspaper by stating "if one wants
to resort to other means than the newspaper,
such as flyers or posters, and reach
as many people as with the newspaper,
it would require far more trouble and
costs." |
|
 |
 |
|
|
| Sugiura
Hisui (1876~1965) |
| Known as the pioneer
of commercial designs in Japan, Sugiura
Hisui is the central figure in establishing
commercial art as an independent discipline.
Inspired by Art Nouveau and other advanced
designs, he created unique designs based
on Japanese style of painting, which
led to the foundation of Shichinin-sha,
a group for studying creative designs.
In 1927, Sugiura inaugurated Affiches,
a commercial art magazine as a means
of spreading a new style of designing
independent of the conventional designs.
In 1935, he was appointed the first
president of Tama Imperial Art School
(today's Tama Art University). |
|
 |
 |
|
|
| Kataoka
Toshiro (1882~1946) |
| A genius advertising
copywriter of the early Showa era, Kataoka
Toshiro created numerous ads from the
consumers' standpoint. As the advertising
manager of Kotobukiya (today's Suntory,
Ltd.), he was behind the extensive campaign
for "Akadama Port Wine" based
on unique advertising and promotional
strategies. Kataoka's work reached maturity
with the early-Showa "Smoka (toothpaste)"
series of newspaper advertising. Calling
himself an "ad writer," Kataoka
brought a whole new era to the Japanese
advertising based on witty and original
ideas. He retired in 1941 in protest
at the militaristic climate of the times. |
|
 |
 |
|
|
| Miki
Toriro (1914~1994) |
| A multi-talented and
leading lyricist and composer in the
postwar era of radio and TV entertainment,
Miki Toriro transcended such categorization
to host "Nichiyo Gorakuban (Sunday
Entertainment Edition)," a satirical
program aired on NHK radio that registered
a record rating of 80% in 1947. He created
numerous hit commercial jingles for
advertisers in the early days of commercial
broadcasting stations in Japan that
started in 1951, thereby laying the
foundation for the tone of airwave advertising
on radio and TV. Some of the commercial
jingles he composed, such as "Akarui
(bright) National" and "KIRIN
Lemon," continue to be heard today. |
|
 |
 |
|
|
| Yoshida
Hideo (1903~1963) |
| The fourth president
of Dentsu Inc., Yoshida Hideo laid the
foundation for the advertising industry
in Japan through modernization by introducing
a scientific approach. Soon after the
Second World War, Yoshida worked to
establish commercial broadcasting which
was a new medium for Japan. He endeavored
to realize a modern advertising industry,
modeled after the American advertising
agencies, by introducing marketing,
creative, PR and other advanced techniques
from the West. In 1948, Yoshida established
Dentsu Advertising Awards to raise the
level of creative technique. His contributions,
including the involvement in the formation
of many advertising organizations aimed
at the sound development of the advertising
industry, are highly appreciated today. |
|
|
