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| The permanent exhibitions also feature five people, along with their profiles and related materials, who made significant contributions to the history of advertising in Japan. Visitors can experience the dreams, passions and outstanding talents of these pioneers who foresaw the future of advertising, overcame the boundaries of expression, and paved the way for the state of advertising today.
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| Fukuzawa
Yukichi (1835~1901) |
| Fukuzawa was known as an educator and a leading intellectual that who encouraged bringing Western civilization into Japan, in order to modernize the feudalistic society. He also authored numerous books, including "Seiyo Jijo" (The State of the West) and "Gakumon no Susume" (An Encouragement for Learning). In 1852, Fukuzawa launched a daily newspaper called “Jiji Shimpo.” From the very beginning of this venture, he took the position of advocating the importance of newspaper ads, through which journalism could maintain financial independence. The Jiji Shimpo, October 16, 1983 issue, carried an article "An Announcement to Merchants", in which he argued that newspaper advertising was "equal to none in its wide reach and low price." He also stressed the practical value of the newspaper, stating "if one wants to resort to other means than the newspaper, such as flyers or posters, and try to reach as many people as with the newspaper, no ordinary company or person can afford it." |
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| Sugiura
Hisui (1876~1965) |
| Sugiura Hisui, known as the pioneer of design in Japan, was the central figure in establishing commercial art as an independent discipline. Combining Art Nouveau and other newest design motif with his Japanese painting technique, he created his own unique design genre. It later led to the establishment of Shichinin-sha (Seven people company), a study group for various creative designs. In 1927, Sugiura launched “Affiches”, a commercial art magazine dedicated to promoting new design styles and breaking with convention. In 1935, he was appointed the first president of Tama Imperial Art School (today's Tama Art University). |
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| Kataoka
Toshiro (1882~1946) |
| Kataoka was the best known advertising writer in the early Showa era. His copies attracted consumers because they were written from the consumer’s perspectives.
While working at Kotobuki-ya (today’s Suntory, Ltd.) as the advertising manager, he produced an extensive advertising campaign for "Akadama Port Wine", using various media ranging from posters to sales promotional gimmicks, all expressed in unique and innovative ways. Kataoka’s career reached its peak when he launched a series of newspaper advertisement for "Smoka" (toothpaste). The campaign is still considered one of the best in the Japan’s advertising history.
Kataoka, who referred to himself as an "Ad Writer," enchanted consumers with his witty, edgy ideas and copy and brought a whole new era to the Japanese advertising world. In 1941, he retired in protest of the militaristic climate of the times.
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| Miki
Toriro (1914~1994) |
| Miki was a lyricist/composer who dominated the world of jingles that became a popular presence in radio and television, in post-war era Japan. Multi-talented as he was, he was not only active in composing and writing lyrics, but also hosted "Nichiyo Gorakuban" (Sunday Entertainment Edition), a satirical program on NHK radio. In 1947, the program registered a record high audience rating of 80%. When commercial broadcasting began in 1951, he produced numerous hit jingles and became a forerunner for a boom era of jingles, in both radio and television. Some of his jingles, such as "Akarui (bright) National" and "KIRIN Lemon”, are often still played, even today. |
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| Yoshida
Hideo (1903~1963) |
| Yoshida, the fourth president of Dentsu Inc., played a pivotal role in the advancement of Japan’s advertising industry, through the modernization and introduction of scientific methodologies. After WWII, he passionately promoted the establishment of the radio broadcasting system in Japan, as a new mass communication media. He also helped establish the modern advertising industry in Japan, introducing marketing, creative, PR and other new disciplines, modeled after American advertising agencies. In 1948, he founded the annual Dentsu Advertising Awards to encourage creative people to elevate their work, by honoring outstanding advertising. His contributions, including taking the initiative to establish many advertising related organizations, are still considered a great achievement in Japan’s advertising world of today. |
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