About This Issue
A century ago, during the Japanese era, visual design was beginning to emerge, marking the early stages of modern consumer culture. At that time, people encountered a dazzling array of product advertisements not only on shop signs and posters throughout the streets but also in publications like the Taiwan Nichi Nichi Shinpō. Many brands that are still widely known today—Shiseido, Chūjō-tō, Kikkoman, Ajinomoto, among others—already appeared in newspapers and magazines over a hundred years ago, becoming enduring household names. Advertisements continually shaped everyday life, serving as mirrors of the era and providing glimpses into the shared memories of a generation.
The field of Sociology of Art emphasizes that any work of art cannot be separated from its social context, naturally reflecting the social development and characteristics of its time and place. Changes in society influence consumption habits and, in turn, shape the visual presentation of advertisements. The design of product packaging not only conveys the essence of the goods but also projects social dynamics and aesthetic trends of the period. Especially in Taiwan’s island society, even minor shifts could ripple widely, with people showing keen curiosity toward new experiences; products were easily replaced by fresher, more novel items. The surviving advertisements and packaging designs help us revisit the cultural and social phenomena of the time.
This issue traces commercial art from street signs and exposition designs to the “Modern Japan” depicted in advertisements, exploring the aesthetics and spirit of the era reflected in commercial art and bijin-ga (images of beautiful women). We also delve into iconic products rooted in everyday Taiwanese memory—entrancing tobacco and liquor ads, Chūjō-tō for women’s health, Shiseido for beauty, the 1930s Modern Girl aesthetic, as well as Ajinomoto and Kikkoman for culinary delight—revealing the colorful Taiwan portrayed through advertising. These products even reached mountains and travel routes, encouraging the public to hike and explore, thereby constructing a collective visual memory of Taiwan’s landscapes. Finally, we examine how the Japanese employed advertising for colonial governance and wartime propaganda, alongside Taiwanese artists’ wartime imagery, which left thought-provoking traces of history through their brushstrokes.
In addition, this issue features two literary pieces showcasing the artistic sensibilities of Taiwanese youth under the unique circumstances of the Japanese colonial system. Long Yingzong captures the Hakka world in a mountain town through prose, while Lin Qingyun frames the subtle moments of a southern fishing village through photography, leaving a poetic imprint on history.
Even today, amidst the torrent of digital media, advertising continues to shape our values and guide our attention. Though forms change, its influence remains profound. Looking back to that era of local and foreign intersections, where creativity flourished, advertisements and packaging provide a window into the lives of our ancestors. From products and gender to daily life, from visual language to underlying cultural gazes and imagination, let Sunwind guide readers in rediscovering how advertisements silently narrated the era, depicted life, and helped construct the world we inhabit.
ISBN 9772518947252 01
