A Historical Study on the Popularization of Modern Sports with Special Reference to Sporting Equipment Sales

本研究以高知县教育协会出版的《高知县报》及《高知县教育》刊登的广告为研究对象，展示了大正时期高知县体育器材销售及体育普及的过程。运动器材的销售可以追溯到20世纪10年代，并在20世纪20年代强劲增长。就这一时期而言，开始为运动器材投放广告的是普通商店和教具/材料零售商。随着销售的增长，他们的广告被体育器材的特殊经销商所取代。其中一些经销商不仅销售其他县生产的或从国外进口的运动器材，还开始销售自己的产品，他们的重点是生产运动服。收集到的广告显示，在高知县，棒球和网球在整个20世纪10年代一直是体育运动的中心。更多的体育运动、游泳、乒乓球、足球和登山在1920年左右开始流行，随后是排球、篮球和室内棒球。报告还显示，这些运动在学校、军事基地、政府和公共办公室、报社和医院进行。然而，《高知经报》只是在很短的一段时间内才有广告，而且早在昭和时代初期，商业信息就已经从这本杂志上消失了。这表明，运动器材代理商最初处于激烈的促销竞争中，并在昭和早期成功地将客户锁定在自己的业务中。在战后经济复兴时期，也就是现代体育普及的第二阶段，商业代理人在促进地方体育发展中的作用有待进一步研究，研究数据可从地方报纸、教育期刊等出版资料和采访中获取。少

This study shows the process of the promotion of sports equipment sales and popularization of sports in Kochi during the Taisho era by examining advertisements that appeared in the Kochi Newspaper and Kochi Kyoiku (Education in Kochi), a local journal published by the Kochi Association of Education. Sales of sports equipment can be traced back to the 1910s, and during the 1920s they grew strongly. As far as this period is concerned, it was ordinary shops and teaching aid/material retailers that started to place advertisements for sports equipment. As sales grew, their advertisements were taken over by those of particular dealers of sports apparatus. Among them are dealers that not only sold sports equipment produced in other prefectures or imported from abroad but also set out to sell their own products, with their emphasis on producing gym suits. The collected advertisements show that in Kochi Prefecture baseball and tennis played the central role in sports through the 1910s and then … More athletics, swimming, table tennis, soccer, and mountain climbing gained in popularity around 1920, followed by the addition of volleyball, basketball and indoor baseball in the following year. It is also shown that these sports were played at schools, military bases, government and public offices, newspaper offices and hospitals.It was only during a short period of time, however, that the Kochi Kyoiku had advertisements, and already in the early stage of the Showa era, commercial messages had disappeared from this journal. This suggests that sporting equipment agents were in an intense promotional competition at first and that they became successful in locking customers into their business by early Showa.Further studies should aim at clarifying the business agents role in promoting sports in local areas during the postwar economic rehabilitation period, which is defined as the second phase of popularization of modem sports, drawing data from published materials such as local newspapers and educational periodicals as well as from interviews. Less