The life of Yoshida Hideo

  • 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.

  • 1945

    Plays a pivotal role in the Dentsu-led application for establishing public broadcasting (Tokyo Broadcasting).

  • 1947

    Appointed as the fourth Dentsu president.
    Created the Dentsu Advertising Awards.

  • 1955

    Japan Telegraphic Communication Co., Ltd. changes its name to Dentsu Inc..

  • 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.

  • 1958

    The American Fortune Magazine features Yoshida Hideo’s achievements.

  • 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.

  • 1965

    The Yoshida Hideo Memorial Foundation is launched.

Trends in society and the advertising world

  • 1906

    Japan Telegraphic Communication Co., Ltd. is established.

  • 1923

    The Great Kanto Earthquake

  • 1925

    Test radio broadcasts start.

  • 1927

    The first subway opens in Japan between Tokyo’s Asakusa and Ueno areas.

  • 1937

    Pre-war golden age of advertising. Sino-Japanese War starts.

  • 1940

    As the war situation worsens, all neon signs, with the exception of public signs, are banned.

  • 1945

    The Second World War comes to an end.

  • 1947

    The General Headquarters of the Allied Forces (GHQ) orders the establishment of private broadcasting.

  • 1951

    Private radio broadcasts start on September 1.

  • 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.

  • 1958

    Tokyo Tower is completed.

  • 1959

    The Crown Prince gets married.

  • 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.

  • 1970

    Osaka hosts the World Expo.