
Get talkÂing with graphÂic design peoÂple, and Japan will come up soonÂer or latÂer. That counÂtry, always a world leader in aesÂthetÂics, has put the time and enerÂgy of genÂerÂaÂtions into perÂfectÂing the disÂciÂpline. You can see this progress chartÂed out on the Tokyo-based Ian Lynam Design’s “Misruptions/Disruptions: A JapanÂese GraphÂic Design HisÂtoÂry TimeÂline.” It labels the busy periÂod of 1910–1941 as the time of an “adopÂtion of WestÂern Avant Garde aesÂthetÂics in GraphÂic Design & TypogÂraÂphy, coinÂcidÂing with Left-leanÂing experÂiÂmenÂtaÂtion and increased state supÂpresÂsion of the Left” — and the time that gave rise to JapanÂese Art Deco.

Last year, I attendÂed Deco Japan, a show at the SeatÂtle Art MuseÂum, which showÂcased a great many artiÂfacts from that preÂwar moveÂment of such comÂbined artisÂtic and comÂmerÂcial abunÂdance. It put on disÂplay all manÂner of paintÂings, vasÂes, pieces of furÂniÂture, houseÂhold items, and packÂages, but someÂhow, the periÂod adverÂtiseÂments struck me as still the most vital of all. The JapanÂese graphÂic designÂers who made them drew, in the words of CapÂiÂtal’s Grace-Yvette GemÂmell, “on staÂples of proÂgresÂsive EuroÂpean and AmerÂiÂcan high and popÂuÂlar art, incorÂpoÂratÂing stylÂized verÂsions of gears and clocks that bring to mind Fritz Lang’s MetropÂoÂlis and CharÂlie Chaplin’s ModÂern Times.”

This makes more sense than it sounds like it would: “the Deco use of forÂeign imagery and design eleÂments was a virÂtuÂalÂly seamÂless process givÂen existÂing pracÂtices of both abstracÂtion and culÂturÂal approÂpriÂaÂtion at work in the decÂoÂraÂtive arts at the time in Japan. Many traÂdiÂtionÂal designs already posÂsessed a sort of visuÂal affinÂiÂty with the Art Deco aesÂthetÂic; the synÂtheÂsis of conÂvenÂtionÂal design eleÂments with conÂtemÂpoÂrary, pared-down forms appealed to the culture’s colÂlecÂtive knowlÂedge of traÂdiÂtionÂal motifs and symÂbols while feedÂing their desire for modÂern conÂsumer prodÂucts that reflectÂed a keen sense of cosÂmopoliÂtanism perÂfectÂly comÂbinÂing the old with the ultraÂmodÂern.”

Many of the adverÂtiseÂments, or othÂer works of graphÂic design like leaflets and magÂaÂzine covÂers, to come out of Japan’s Art Deco goldÂen age feaÂture the image of the “moga,” or, in Japanized EngÂlish, “modÂern girl.” HavÂing appeared in Japan as a new kind of jazz-lovÂing, bob-haired, relÂaÂtiveÂly libÂerÂatÂed woman, the moga quickÂly became an attracÂtive comÂmerÂcial propoÂsiÂtion. The Asian Art MuseÂum printÂed up a leaflet of their own, listÂing off the “ten qualÂiÂfiÂcaÂtions for being a moga” as origÂiÂnalÂly enuÂmerÂatÂed in 1929 by illusÂtraÂtor TakÂaÂbatake KashĹŤ in the magÂaÂzine Fujin sekai (Ladies’ World):
- Strength, the “eneÂmy” of conÂvenÂtionÂal femÂiÂninÂiÂty
- ConÂspicÂuÂous conÂsumpÂtion of WestÂern food and drink
- DevoÂtion to jazz records, dancÂing, and smokÂing GoldÂen Bat cigÂaÂrettes from a metÂal cigÂaÂrette holdÂer
- KnowlÂedge of the types of WestÂern liquor and a willÂingÂness to flirt to get them for free
- DevoÂtion to fashÂion from Paris and HolÂlyÂwood as seen in forÂeign fashÂion magÂaÂzines
- DevoÂtion to cinÂeÂma
- Real or feigned interÂest in dance halls as a way to show off one’s ostenÂsiÂble decaÂdence to mobo (modÂern boys)
- Strolling in the GinÂza every SatÂurÂday and SunÂday night
- PawnÂing things to get monÂey to buy new clothes for each seaÂson
- OfferÂing one’s lips to any man who is useÂful, even if he is bald or ugly, but keepÂing one’s chastiÂty because “infringeÂment of chastiÂty” lawÂsuits are out of style

Sound a fair bit more interÂestÂing than the women demandÂed for today’s ads in the West, don’t they?
RelatÂed ConÂtent:
Gaze at GlobÂal Movie Posters for Hitchcock’s VerÂtiÂgo: U.S., Japan, Italy, Poland & Beyond
RenĂ© Magritte’s EarÂly Art Deco AdverÂtisÂing Posters, 1924–1927
Hand-ColÂored PhoÂtographs of 19th CenÂtuÂry Japan
ColÂin MarÂshall hosts and proÂduces NoteÂbook on Cities and CulÂture as well as the video series The City in CinÂeÂma and writes essays on cities, lanÂguage, Asia, and men’s style. He’s at work on a book about Los AngeÂles, A Los AngeÂles Primer. FolÂlow him on TwitÂter at @colinmarshall or on FaceÂbook.















