Japanese Studies Frankfurt am Main: Scenarios of Lifestyle in Japanese Advertisement

• Wednesday, May 28, 2:00 p.m. Mousonturm Studio 3
• Entrance free
• A lecture in GERMAN by Christiane Rühle (M.A.)

Japanese sociologist Chizuko ENDO once spoke of “department stores of a new generation” as one characteristic phenomenon of the restructuring of Japanese economy at the end of the 1970s, leading to a “refresh boom” of the Japanese landscape of consumption in the early 1980s. Since then, the big traditional department stores were no longer the only spaces of consumption for the modern urban consumer. New concepts emerged, like the one introduced by Muji. Among other topics, the lecture will examine how the “non-brand” Muji created its “brand image” and what motifs were used in various marketing campaigns.