The life of Yoshida Hideo
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1903〜1927
Born in Kokura City, Fukuoka Prefecture.
He had a tough childhood, with family circumstances forcing him to be sent out for adoption twice. -
1928
Graduates from Tokyo Imperial University. Enters Japan Telegraphic Communication Co., Ltd. (Dentsu Inc.)
Studies the meaning of advertising through Western advertising literature. -
1936
Dentsu splits from Japan Telegraphic Communication and becomes a specialist advertising agency.
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1945
Plays a pivotal role in the Dentsu-led application for establishing public broadcasting (Tokyo Broadcasting).
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1947
Appointed as the fourth Dentsu president.
Created the Dentsu Advertising Awards. -
1955
Japan Telegraphic Communication Co., Ltd. changes its name to Dentsu Inc..
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1956
Having observed the advertising business in various countries, Yoshida Hideo becomes strongly influenced by the nature of the US advertising agency business and its introduction of marketing.
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1958
The American Fortune Magazine features Yoshida Hideo’s achievements.
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1962
Attends informal talks about advertising issues at the prime minister Ikeda Hayato’s official residence.
All Japan Advertising Council is launched. Yoshida Hideo is appointed director. -
1963
Dies on January 27. Two days later, on January 29, he is awarded Junior Fourth Rank and the Second Class Order of the Sacred Treasure by the Japanese government.
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1965
The Yoshida Hideo Memorial Foundation is launched.
Trends in society and the advertising world
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1906
Japan Telegraphic Communication Co., Ltd. is established.
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1923
The Great Kanto Earthquake
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1925
Test radio broadcasts start.
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1927
The first subway opens in Japan between Tokyo’s Asakusa and Ueno areas.
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1937
Pre-war golden age of advertising. Sino-Japanese War starts.
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1940
As the war situation worsens, all neon signs, with the exception of public signs, are banned.
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1945
The Second World War comes to an end.
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1947
The General Headquarters of the Allied Forces (GHQ) orders the establishment of private broadcasting.
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1951
Private radio broadcasts start on September 1.
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1953
NHK TV broadcasts start in February.
Commercial TV broadcasts start in August. -
1954
The electric refrigerator, washing machine, and television are labelled the three sacred treasures.
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1958
Tokyo Tower is completed.
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1959
The Crown Prince gets married.
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1964
The Tokyo Olympics is held.
The Tokaido shinkansen bullet train is launched. -
1966
The color television, private motor car, and air conditioner become the new three sacred treasures.
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1970
Osaka hosts the World Expo.