Japanese Advertising History
Showa Period From the early days of Showa to the end of the war1926〜1945From the early days of Showa to the end of the war
Continuing from the Taisho period, the early Showa period was referred to as “Showa Modern.” Advertising expression became more international and polished. However, this drastically changed with the approach of war. Japanese advertising entered its “time of winter” as advertisements for regular products were swiftly re- placed by promotions designed to boost national morale.
From Taisho modernism
to Showa modernism
As European and American cultural influ- ences pervaded Japan, Japanese advertising became more refined, shifting toward tones of internationalism and modernism.
The spread of fun-filled
urban culture
Around this time, urban residents began enjoying the new customs and lifestyles that were introduced as people absorbed Western culture. Advertising communicated this change to a more enjoyable urban culture.
Tourism in Japan during the early
Showa period
Internationalization progressed during the early years of Showa, resulting in the development of Japan’s sea routes and railway network. At this time, designers such as Satomi Munetsugu played a role in enticing foreign tourists to visit Japan.
Japanese advertising enters a “ time of winter ” during the war
The role of advertising substantially changed as Japan entered the war. Product advertisements were swiftly replaced by ads designed to boost national dignity.
boxed lunch wrapping
during that time
