文献一覧: 村井寛志 (著者)

2 0 0 0 OA 1920~30年代のカレンダー広告画と近代中国のタバコ産業界の競争

著者: 李培徳 Lee PuiTak 村井寛志 Murai Hiroshi
出版者: 神奈川大学日本常民文化研究所非文字資料研究センター
雑誌: 年報非文字資料研究第9号 (ISSN:18839169)
巻号頁・発行日: no.9, pp.27-50, 2013-03-20

Advertising calendars were first created at the end of the 19th century and became phenomenally popular in the 1920s. Market players in emerging industries including tobacco, pharmaceuticals, cosmetics, insurance and food extensively used them to expand their sales channels. Illustrations with the elements of advertising, art and a calendar were extremely well received and even spread to Chinese communities overseas. British American Tobacco Co. tried to take every opportunity to force its major competitor Nanyang Brothers Tobacco Co, Ltd. out of the Chinese market and dominate it. To this end, the former invested an enormous amount of money. In the 1920s and 1930s, the two were in an intense advertising war, desperately trying to outperform each other. Amid this competition, illustrators of advertising calendars did their best to draw consumer attention and created innovative images of modern girls. Image advertisements are different from other types in that they mainly consist of illustrations, not text. Thus, illustrators made the most of their creativity to attract consumers. Following the trend of the time, they came up with illustrations of various types of women - playing a sport, smoking, posing sexily, and so on. The images express illustratorsʼ artistic creativity and what companies wanted in advertisements to win a competition. This suggests that images of modern girls were fully commercialized. Advertising calendars have not really been studied. Even though visual materials have been attracting the interest of scholars lately, most studies are on art history, visual culture, modernity in Chinese society, the image of Chinese women, and the identity of women. This paper will discuss how the influence of the competition in the tobacco industry on the development of advertising calendars affected the creation of various images of modern girls, based on 284 advertising calendars for tobacco companies collected through different routes.