Annika A. Culver Democratizing Luxury: Name Brands, Advertising, and Consumption in Modern Japan 9780824895167

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Автор: Annika A. Culver
Название: Democratizing Luxury: Name Brands, Advertising, and Consumption in Modern Japan
ISBN: 9780824895167
Издательство: Mare Nostrum (Eurospan)
Классификация:

Исследования средств массовой информации

Социальная и культурная антропология, этнография

Торговля и маркетинг

ISBN-10: 0824895169
Обложка/Формат: Hardback
Страницы: 277
Вес: 0.71 кг.
Дата издания: 31.12.2023
Язык: English
Иллюстрации: 25 b&w illustrations
Размер: 159 x 236 x 34
Ключевые слова: Asian history,Business & management,Market research,Media studies,Sales & marketing,Social & cultural anthropology, ethnography, BUSINESS & ECONOMICS / Commerce,BUSINESS & ECONOMICS / Consumer Behavior,BUSINESS & ECONOMICS / International / Marketing,HISTORY / Asia / Japan,SOCIAL SCIENCE / Anthropology / Cultural & Social,SOCIAL SCIENCE / Media Studies
Подзаголовок: Name brands, advertising, and consumption in modern japan
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Поставляется из: Англии
Описание: Democratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or "luxury," to mass-produced products as an important business model. Japanese name-brand luxury evolved alongside a consumer society emerging in the late nineteenth century, with iconic companies whose names became associated with quality and style. At the same time, Western ideas of modernity merged with earlier artisanal ideals to create Japanese connotations of luxury for readily accessible products. Businesses manufactured items at all price points to increase consumer attainability, while starkly curtailing production for limited editions to augment desirability.

Between the late nineteenth and twenty-first centuries, control over family disposable income transformed Japanese middle-class women into an important market. Growth of purchasing power among women corresponded with Japanese goods diffusing throughout the empire, and globally after the Asia-Pacific war (1931–1945). This book offers case studies that examine affordable luxury consumer items often advertised to women, including drinks, beauty products, fashion, and timepieces. Japanese companies have capitalized on affordable luxury since a flourishing domestic mercantile economy began in the Tokugawa period (1603–1868), showcasing brand-name shops, renowned artisans, and mass-produced woodblock prints by famous artists. In the late nineteenth century, personalized service expanded within department stores like Mitsukoshi, Shiseidō cosmetic counters, and designer boutiques. Shiseidō now globally markets invented traditions of omotenashi, Japanese values of hospitality expressed in purchasing and consuming its products.

In postwar times, when a thriving democracy and middle-class were tied to greater disposable income and consumerism, companies rebuilt a growing consumer base among cautious shoppers: democratizing luxury at reasonable prices and maintaining business patterns of accessibility, high quality, and exemplary service. Nationalism amid economic success soon blended with myths of unique Japanese identity in a mass consumer society, suffused by commodity fetishism with widely available brand names. As the first comprehensive history of iconic Japanese name brands and their unique connotations of luxury and accessibility in modern Japan and elsewhere, Democratizing Luxury explores company histories and reveals strategies that lead customers to consume these alluring commodities.

Democratizing Luxury: Name Brands, Advertising, and Consumption in Modern Japan, Annika A. Culver