Shiseido’s innovative product and promotional production tells a distinctive story about Japan’s experience of modernity, including the impact on national culture of mass market consumerism, urbanization, and changing gender roles. As Kathy Peiss has convincingly argued, “beauty culture” should not only be understood as a type of commerce, but also “as a system of meaning that helped women navigate the changing conditions of modern social experience” as they increasingly entered public life. 2
It is not an overstatement to say that Shiseido and other consumer product manufacturers had a large hand in shaping the cultural landscape of modern Japan. They were not only innovative in terms of their product development and manufacturing, but also in their pioneering work in advertising design and marketing, which shaped the visuality of the public sphere. This period saw the dawn of modern commercial design around the world and Japanese corporate sponsors were in an international and inter-cultural dialogue with their colleagues around the world, particularly those in Europe and the United States.
Shiseido’s innovative product and promotional production tells a distinctive story about Japan’s experience of modernity, including the impact on national culture of mass market consumerism, urbanization, and changing gender roles. As Kathy Peiss has convincingly argued, “beauty culture” should not only be understood as a type of commerce, but also “as a system of meaning that helped women navigate the changing conditions of modern social experience” as they increasingly entered public life. 2
It is not an overstatement to say that Shiseido and other consumer product manufacturers had a large hand in shaping the cultural landscape of modern Japan. They were not only innovative in terms of their product development and manufacturing, but also in their pioneering work in advertising design and marketing, which shaped the visuality of the public sphere. This period saw the dawn of modern commercial design around the world and Japanese corporate sponsors were in an international and inter-cultural dialogue with their colleagues around the world, particularly those in Europe and the United States.
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