Japan Research Trip – Collated Research: Local Promotional Collateral

Below shows a range of scans and photographs of locally produced and printed beauty magazines which I picked up across Tokyo on my research trip to Japan.

I have chosen to document the following due to aesthetic design choices, to aid my practical work, whilst also documenting a range of skin-lightening products, adverts and step-by-step tutorials as noted across many different local and national Japanese magazines. In addition, I also found interesting that regardless of product or brand, young models with fairly light skin have been used, promoting the Japanese ‘ideal’. Emphasis in Japan is primarily on youthfulness opposed to being ‘skinny’ and losing weight/gym going as often seen in the UK at the moment across magazines and social media.

This is also working toward the following objective:

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

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In addition, I also found the above two images interesting – one is a range of scanned in leaflets for a range of brands and products – all featuring light-skinned, very youthful models as well as noting that luxury brands, such as Chanel are using Western models in Japan to promote their products. The second image, is a photograph taken in Ginza station, whereby a cosmetic surgery clinic advertisement is shown, featuring all Japanese text and a Western model with blonde hair, and blue eyes – not a Japanese lady. This enforces the idea that having surgery could make you look Western as the model seen by having the work done highlighted with illustrations.

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