Children's Advertising in the Showa Era 2: From Osaka Expo to the Golden Age of Idols

This book recreates children's magazine advertisements from the late Showa 40s (late 1960s to early 1970s), capturing the social atmosphere of Japan after the Osaka World Expo!
Using existing old children's magazines, various advertisements from the Showa 40s are unearthed and their original colors fully reproduced through digital technology. The purpose of this book series is to preserve the culture and social atmosphere of that era into the 21st century. This collection of advertisements features those targeting children from the late Showa 40s. During this period, as the readership expanded, products diversified, prices increased, and advertisements that rivaled those aimed at adults frequently appeared. In addition to popular cartoon characters and idols as spokespersons, and teenagers' dreams and aspirations for the future, doubts about pollution and the omnipotence of science also emerged. This is a valuable collection that recreates the atmosphere of that era.