Permalink : http://hdl.handle.net/2115/74388

In the Taisho era (early 20th Century), the “Ohisama” magazine was published by Shinzo Fukuhara, the second president of Shiseido (cosmetics company), during the “golden period” of publishing magazines for children when many magazines for children were started, including “Akaitori (Red Birds)”, which is known by its high artistic quality. In this paper, we closely investigated the history and contents of the “Ohisama” publication, and analyzed the activities of Fukuhara in the founding period of Shiseido from various perspectives, by examining the originality of the magazine as a medium for children and mothers. The findings of this study suggest that Fukuhara had the belief that disseminating richly varied high culture and lifestyles through this magazine for children would, long range, establish the corporate image of Shiseido to children and mothers.