Commercial art is more than just mass-produced publicity; it constructs social and political ideologies that impact the public’s everyday life. In The Fine Art of Persuasion, Gennifer Weisenfeld examines the evolution of Japanese advertising graphic design from the early 1900s through the 1964 Tokyo Olympics, a pivotal design event that rebranded Japan on the world stage. Through richly illustrated case studies, Weisenfeld tells the story of how modern corporations and consumer capitalism transformed Japan’s visual culture and artistic production across the pre- and postwar periods, revealing how commercial art helped constitute the ideological formations of nation- and empire-building. Weisenfeld also demonstrates, how under the militarist regime of imperial Japan, national politics were effectively commodified and marketed through the same mechanisms of mass culture that were used to promote consumer goods. Using a multilayered analysis of the rhetorical intentions of design projects and the context of their production, implementation, and consumption, Weisenfeld offers an interdisciplinary framework that illuminates the importance of Japanese advertising design within twentieth-century global visual culture.

A fascinating look at the anxious pleasures of Japanese visual culture during World War II.
 
Airplanes, gas masks, and bombs were common images in wartime Japan. Yet amid these emblems of anxiety, tasty caramels were offered to children with paper gas masks as promotional giveaways, and magazines featured everything from attractive models in the latest civil defense fashion to futuristic weapons.
 
Gas Mask Nation explores the multilayered construction of an anxious yet perversely pleasurable visual culture of Japanese civil air defense—or bōkū—through a diverse range of artworks, photographs, films and newsreels, magazine illustrations, postcards, cartoons, advertising, fashion, everyday goods, government posters, and state propaganda. Gennifer Weisenfeld reveals the immersive aspects of this culture, in which Japan’s imperial subjects were mobilized to regularly perform highly orchestrated civil air defense drills throughout the country.
 
The war years in Japan are often portrayed as a landscape of privation and suppression under the censorship of the war machine. But alongside the horrors, pleasure, desire, wonder, creativity, and humor were all still abundantly present in a period before air raids went from being a fearful specter to a deadly reality.