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Teacher guide Selling Shiseido I: cosmetics advertising and design in early 20th-century Japan - essay by Gennifer Weisenfeld

TLF ID M007097

This is a collection of online materials that focus on the cosmetics advertising of the Shiseido company in Japan as a microcosm of trends in Japanese design and society, particularly among women, from the 1920s to the 1940s. The materials centre on a richly illustrated historical essay by Gennifer Weisenfeld. The essay contains numerous links, including to a set of Art Nouveau postcards, Google books and a Pond's advertising campaign.

Educational details

Educational value
  • This collection provides a wealth of primary and secondary source material useful for art, design and historical studies of the rise of modernity, including the rise of women, in 20th-century Japan. It is particularly useful for studies of wartime Japan from 1937. The collection includes rarely seen Japanese advertising of the period from the archives of the Shiseido cosmetics company.
  • The illustrated essay by Gennifer Weisenfeld, associate professor of art, art history and visual studies at Duke University, shows how an art historian can use an online essay format to put forward historical, artistic and cultural explanations and support them with rich visual evidence. Weisenfeld discusses four major topics: Shiseido; cosmopolitan glamour; marketing beauty; and luxury and thrift during wartime.
Year level

9; 10; 11; 12

Learning area
  • The Arts
  • History

Other details

  • Author
  • Person: Gennifer Weisenfeld
  • Description: Author
  • Contributor
  • Name: Education Services Australia
  • Organization: Education Services Australia
  • Description: Data manager
  • Address: VIC, AUSTRALIA
  • URL:
  • Person: Gennifer Weisenfeld
  • Description: Author
  • Person: Maeda Mitsugu
  • Description: Designer
  • Publisher
  • Name: Massachusetts Institute of Technology
  • Organization: Massachusetts Institute of Technology
  • Description: Publisher
  • Address: Massachusetts, UNITED STATES
  • URL:
  • Resource metadata contributed by
  • Name: Education Services Australia Ltd
  • Organisation: Education Services Australia Ltd
  • Address: AUSTRALIA
  • URL:
Access profile
  • Generic
Learning Resource Type
  • Online
  • Massachusetts Institute of Technology © 2008 Visualizing Cultures. Creative Commons-Attribution-NonCommercial-ShareAlike 3.0.