Democratizing luxury : name brands, advertising, and consumption in modern Japan /

"Democratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or "luxury," to mass-produced products as an important business model. Japanese name-brand luxury evolved...

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Bibliographic Details
Author / Creator: Culver, Annika A., 1975- (Author)
Format: eBook Electronic
Imprint: Honolulu : University of Hawaiʻi Press, [2024]
Online Access:Click here for full text
Table of Contents:
  • Craftsmanship and Proto-branding in the Tokugawa Era
  • Commodifying Western Modernity, New Japanese Corporations, and the Department Store
  • Modern Girls and Salarymen Consuming the West
  • Frugality, Patriotic Consumption, and the Military
  • Consuming the Bright Life
  • Consuming Japaneseness and Global Brand-Name Recognition
  • The Rise of "Cool Japan" and Japanese Luxury-Consuming Communities in the Virtual World.