表題番号：2009B-318
日付：2010/04/12
研究課題東アジアと欧米の近代広告の発展経緯、１７５０－２０００
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 国際学術院 | 教授 | Ｊｕｌｉａｎｎ Ｓｉｖｕｌｋａ |
- 研究成果概要
- Title of Project: Comparative Studies of the Evolution of Modern Advertising in East Asia and West, 1750-2000
The aim of this research project is to provide a comparative understanding of the historical characteristics of the global phenomenon of advertising, by examining the rise of large-scale advertising and consumption experienced by a variety of countries in the West and East Asia, from Britain, America, and Japan to the emerging markets of South America, China, and South Korea. This is an extension of earlier work on advertising history.
Methodology
During the period of April 2009-January 2009, the researcher identified and reviewed secondary material related to advertising history, world history, and the influence of gender on consumption. This interdisciplinary work provided a general foundation for more detailed archival research and collection of unique materials from two of the largest collections of advertising history materials in the world:
1)August 2009, Hartman Center for Marketing, Advertising, and Sales History at Duke University, Durham, North Carolina
2)December-January 2010, Dentsu Advertising Museum, Tokyo, Japan
At the Hartman Hartman Center at Duke University, the researcher’s primary focus was exploring the J. Walter Thompson International Advertisement Collection, spanning the years 1900-2004. This collection consists mainly of print advertising and other collateral materials that document the agency’s Frankfurt office in Germany, which directed the agency’s Pan-European efforts.
Similarly, the Dentsu Advertising Museum in Tokyo, Japan preserves selected advertising and artifacts from the Dentsu agency, one of the largest agencies in the world. However, the exhibition catalogues and timelines at the Dentsu exhibit on advertising history was written primarily in Japanese. To work with this material, the researcher contracted a SILS student assistant bilingual in Japanese and English to translate selected material. Other secondary material written in English supplemented the general background on the development of a consumer culture and advertising history in the nineteenth and twentieth century. In addition, preliminary work on Chinese and Taiwanese advertising history was also completed. Here most of the secondary sources were written in Chinese, and the researcher hired a second SILS student assistant to translate selected material. Together, this work provided a general background for more detailed research during my sabbatical year.
Although the researcher originally planned to spend her sabbatical leave overseas at Cambridge University to study British advertising, first more work needed to be done at American libraries and archives during the period of April 2010-March 2011. Moreover, the publisher Cengage Learning asked the researcher to revise the first edition of her book Soap, Sex, and Cigarettes: A Cultural History of American Advertising (1998) for release in January 2011.
To meet this publishing deadline, the researcher has been working full-time on revising the book Soap, Sex, and Cigarettes since March 2010. During the sabbatical leave, she will be affiliated with the American Studies Department at the University of San Francisco as a visiting scholar. In the San Francisco Bay area, the researcher will also work at the UC Berkeley and Academy of Art University Libraries.
Results
The preliminary research on global phenomenon of advertising will be used to revise the first edition of the book Soap, Sex, and Cigarettes (1998) and publish a second edition scheduled for release in January 2011. For the last three chapters of the book, the archival material provides unique material covering the topic of globalization in advertising history. Findings from this global research project also resulted in two paper presentations at two academic conferences in the United States: 1) March 25-27, 2010 at the Mid-American American Studies Conference at Kansas University, Lawrence, Kansas, U.S.A.; and 2), April 1-4, 2010 the Popular Cultural/American Culture Conference in St. Louis, Missouri, U.S.A.
Areas for Further Research
Further research needs to be done on the special historical characteristics of the global phenomenon of advertising, before higher order generalizations can be made. In particular, the research plans to examine the rise of large-scale advertising and consumption experienced by Britain and its colonies like Australia, India, and Southeast Asia. For British advertising, the researcher continues to communicate with scholars at the History Department at University of Cambridge, who will support her work as a visiting scholar. Also, future plans include work at the History of Advertising Trust in Norwich, England and exploration of the emerging markets of South America, China, and South Korea. Finally, the researcher will eventually write a book on global advertising history.