Inter-area/Border Crossing

Organized Panel Session

3 - Advertising as a Literary Form: Amano Yukichi's Discourse of "Tasty Life"

Thursday, March 22
7:30 PM - 9:30 PM
Location: Harding, Mezzanine Level

Advertising and its tropes and modes underlie the economic euphoria during Japan’s 1980s and its culture, not only in print but on TV, emerging as an alternative to traditional Japanese poetry while Japan’s new lines of advertising increasingly garnered attention from the outside of academic circles, most notably by the publication of the journal Ad Criticism (1979-2009) with Amano Yukichi (1933-2013) as the editor-in-chief from 1979 to1988. Resonating with what Marshall McLuhan (1911-1980) would call “from eye to ear,” which, according to one critic, “invites us to read in depth and grasp the complex implications of the passage from an old to a new space-time sensibility projecting us into an acoustic space we have to experience through our five senses,” Amano often attempts at a humanistic rethinking of McLuhan’s media theory in his analyses of influential tag lines, such as a “tasty life” created by a leading advertising copywriter Itoi Shigesato (1948- ) in 1982, as conducive to capturing the social reality of 1980s Japan. This paper argues that such advertising tropes and modes in Amano’s narratives on advertising as a literary form, which culminates in his dialogue with the poet Tanikawa Shuntaro (1931- ), enhances everyday words into a new poetical language to reify 1980s Japan as an intersection of postwar Japan and contemporary Japan, the decade that anticipates a transition to the post-industrial Japan in conjunction with people’s changing lifestyles and.  


 

Yoshihiro Yasuhara

Carnegie Mellon University, Pennsylvania

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3 - Advertising as a Literary Form: Amano Yukichi's Discourse of "Tasty Life"



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