Advertising media culture and imeges in Japanese War time

本研究以20世纪20年代中期至40年代作为广告媒介发展起来的日本女性杂志为研究对象。这本书特别关注1931年至1943年战争期间媒体环境的社会历史变化。这一研究指出，作为消费主义社会奠基时期的战时被狂热的极端民族主义所控制。例如，在战争时期，奢侈的美不受欢迎，因为在广告中节俭的敌人。这一时期销售新产品的化妆品公司的美女形象与战争状态下的理想女性形象相吻合。毫无疑问，女性杂志的这种趋势不是“宣传”，而是广告媒体，创造了一种战争的主张，也引发了买家的购买意愿。

This study is analyzing Japanise women's magazines that dveloped as advertising media in from mid-1920 to 1940's. That especially is focuses on a socio-historical chanege of media environment during the wartime from 1931 to 1943.This examination points out this wartime period as time of foundation of consumeristic society was contorlled by the fanatic ultra-nationalism.For example, in the war time the luxurious beauty wasn't welcomed because of enemy of frugality in advertisement. The icon of beautiful women for csmetic company selling new products in the period matched the ideal woman's image of the war state. There is no doubt that this trend of women'smagazines of not 'propaganda'but advetising media created a claimate of the war as well as triggerted willinguness of buyers to buy.