Shiseido Advertising Campaigns of Contextual Relevance and Aesthetic Interest

Below shows relevant sections of Weisenfield’s Visualising Culture; Selling Shiseido (2009), visual essay, which I felt summarises the history of brand, whilst also looking at underlying cultural and social contexts which really helped bring to light why current trends and ‘ideals’ exist, or feature in Japan so heavily.

I found this extremely interesting to read, and found overlaps from recent conversation with Vicky at Space NK and other academic research regarding the modern positioning of cosmetics and beauty in Japan. I also uncovered further context surrounding theories such as ‘The Gaze” (Mulvey, L. 1999) and “The Self-Surveying Gaze” (Shields and Heineken. 2002), for example, which were analysed heavily in Semester 1 in relation to my research topic.

Overall the below reflects a range of key-topics such as; skin-lightening products, their use of theory-led advertising campaigns and western models, whilst also accounting for social and cultural history of ‘working class women’.

 

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(Above, P.3)

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(Above, P.11)

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(Above, P.13)

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(Above, P.12)

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(Above, P.24)

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(Above, P.25)

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(Above, P.27)

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(Above, P.39)

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(Above, P.44)

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(Above, P.50)

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(Above, P.53)

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(Above, P.51)

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(Above, P.54)

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(Above, P.55)

Sources:
Weisenfield, G (2009). Visualising Culture; Selling Shiseido. Massachusetts: Massachusetts Institute of Technology. P, Various.