The influence of the Sogetsu Art Center event "eloquent images : TV commercials and films" (1968) on advertising

Takeuchi Yukie

doi:10.14988/00029694

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草月アートセンター催事「饒舌の映像--テレビ・コマーシャル・フィルム」（1968年）が広告界に与えた影響
ソウゲツアートセンターサイジジョウゼツノエイゾウテレビコマーシャルフィルム 1968 ネンガコウコクカイニアタエタエイキョウ
草月アートセンター催事饒舌の映像テレビコマーシャルフィルム1968年が広告界に与えた影響

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Description

From June to July 1968, the Sogetsu Art Center sponsored an event titled "Research on Image and Design: 'Eloquent Images: TV Commercials and Films.'" This paper investigates in detail the contents of this event, how it was organized, and who was involved. It also examines the reactions of the public and the industry after the event. The purpose of this paper is to examine the impact of this event on TV commercials in Japan based on this research. The organizer of "Eloquent Images" was an advertising producer named Imamua Akira, an employee of Dentsu. However, Imamura also worked as an avant-garde film critic under the alias of Ishigami Mitsutoshi. Imamura used his career and contacts as the film critic Ishigami to organize this event as a cultural event. Each of the six days of the event featured a collection of outstanding American television commercials, a medley of Japanese masterpieces, and works by five leading Japanese filmmakers. On five of the six days, screenings were accompanied by open discussions on television commercials. These were attended by scholars, film directors, writers, and cartoonists. Despite charging an admission fee of 500 yen, each session was full to capacity. This situation was reported by several media outlets with surprise. After this event, the number of articles in the media examining TV commercials as a cultural phenomenon increased. This event served to raise public awareness of the aesthetic, social, and cultural value of TV commercials in Japan.

Journal

評論・社会科学

評論・社会科学 (145), 59-90, 2023-05-31

The Association of Social Studies, Doshisha University

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