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This book is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International CC BY-NC-ND 4.0) License, available at https://creativecommons.org/licenses/by-nc-nd/4.0/.

Electricity is a powerful enabling technology. It is also a social and cultural force of unparalleled proportions that has forever altered the landscape of daily life around the world. Certainly, electricity produced bright lights in big cities; it was the visual language of the modern urban metropolis: burlesques, cinema, and illuminated signboards. It also facilitated the production of modern domesticity through the purveying of goods in the burgeoning consumer market. Nevertheless, electricity did not market or sell itself. Two companies at the forefront of creating this market that were actively engaged in innovative advertising design throughout the twentieth century were Toshiba and Matsushita. This chapter explores the industry’s important cultivation of a nascent consumer market for electrical goods in the prewar period, and the role of graphic design and advertising in aestheticizing, visualizing, and commodifying the seemingly transformative social powers of electric energy.

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Sources

Periodicals + Newspapers

Too numerous to include here, articles from daily, weekly, and monthly periodicals and newspapers have not been listed in the bibliography but are indicated in the endnotes of each chapter.

  • Aidea (Idea)

  • Affiches (Posters)

  • Art and Industry

  • Asahi gurafu (Asahi Graph)

  • Cheinstoa kenkyū (Chainstore Research)

  • Commerce Japan

  • Commercial Art

  • Desegno

  • Far Eastern Review

  • Front

  • Gebrauchsgraphik (Commercial graphics)

  • Graphis

  • Gurafikku dezain (Graphic Design)

  • Hanbai undo (Sales Movement)

  • Japan Times and Mail

  • Kaō buretin (Kao Bulletin)

  • Kenchiku shinchō (New architecture)

  • Kōga

  • Kōgei jidai (Industrial Art News)

  • Kōkoku bijutsu (Japan Advertising Art)

  • Kōkokukai (Advertising World)

  • Kōkū asahi (Aviation Asahi)

  • Kokusai kenchiku (International architecture)

  • Life

  • Matsuda shinpō (Mazda News)

  • Matsushita Denki geppō (Matsushita Electric Monthly)

  • Mavo

  • Mitsukoshi (Mitsukoshi taimusu) (Mitsukoshi Times)

  • Mizue (Watercolor painting)

  • Modern Publicity

  • Morinaga berutorain (Morinaga Beltline)

  • Nagaseman (Nagase man)

  • New York Times

  • Nippon

  • Offset- Buch- und Werbekunst (Offset, book, and advertising)

  • Ōsaka asahi shinbun

  • Ōsaka mainichi shinbun

  • Sandē mainichi (Sunday Mainichi)

  • Shiseidō cheinstoa (Shiseido Chainstore)

  • Shiseido cheinstoa alma mater (Shiseido Chainstore Alma Mater)

  • Shiseido geppō (Shiseido Monthly)

  • Shiseido gurafu (Shiseido Graph)

  • Suītorando (Sweetland)

  • Tōkyō asahi shinbun

  • Tsūrisuto (Tourist)

  • Travel in Japan

  • Umi to sora (Sea and Sky)

  • Yomiuri shinbun

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Figures & Tables

Contents

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References

Sources

Periodicals + Newspapers

Too numerous to include here, articles from daily, weekly, and monthly periodicals and newspapers have not been listed in the bibliography but are indicated in the endnotes of each chapter.

  • Aidea (Idea)

  • Affiches (Posters)

  • Art and Industry

  • Asahi gurafu (Asahi Graph)

  • Cheinstoa kenkyū (Chainstore Research)

  • Commerce Japan

  • Commercial Art

  • Desegno

  • Far Eastern Review

  • Front

  • Gebrauchsgraphik (Commercial graphics)

  • Graphis

  • Gurafikku dezain (Graphic Design)

  • Hanbai undo (Sales Movement)

  • Japan Times and Mail

  • Kaō buretin (Kao Bulletin)

  • Kenchiku shinchō (New architecture)

  • Kōga

  • Kōgei jidai (Industrial Art News)

  • Kōkoku bijutsu (Japan Advertising Art)

  • Kōkokukai (Advertising World)

  • Kōkū asahi (Aviation Asahi)

  • Kokusai kenchiku (International architecture)

  • Life

  • Matsuda shinpō (Mazda News)

  • Matsushita Denki geppō (Matsushita Electric Monthly)

  • Mavo

  • Mitsukoshi (Mitsukoshi taimusu) (Mitsukoshi Times)

  • Mizue (Watercolor painting)

  • Modern Publicity

  • Morinaga berutorain (Morinaga Beltline)

  • Nagaseman (Nagase man)

  • New York Times

  • Nippon

  • Offset- Buch- und Werbekunst (Offset, book, and advertising)

  • Ōsaka asahi shinbun

  • Ōsaka mainichi shinbun

  • Sandē mainichi (Sunday Mainichi)

  • Shiseidō cheinstoa (Shiseido Chainstore)

  • Shiseido cheinstoa alma mater (Shiseido Chainstore Alma Mater)

  • Shiseido geppō (Shiseido Monthly)

  • Shiseido gurafu (Shiseido Graph)

  • Suītorando (Sweetland)

  • Tōkyō asahi shinbun

  • Tsūrisuto (Tourist)

  • Travel in Japan

  • Umi to sora (Sea and Sky)

  • Yomiuri shinbun

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