学術雑誌論文

本学関連学会

text

デザイン理論. 2025, 86, p. 39-53

日本語

text

2025-08-07

学術論文

From the late 1910s through the 1920s, some confectionery companies established in-house advertising departments to promote their publicity strategies. One visual example of this trend is Meiji Seika’s PR Magazine “Sweet”. Historically, confectionery design has not been a subject of much consideration because taste is less objective than visual perception, and is not considered to bring aesthetic experience or social and cultural meaning. Therefore, this paper will examine the purpose of this PR magazine’s publication and the editorial design. First, we will review the production and distribution of Meiji Seika’s products, and confirm that the company’s management strategy has been to form sales lines and diversify its products since the 1920s. Next, the purpose of the magazine’s publication and its structure will be summarized. Then, focusing on the perspectives of confectionery’s taste and consumers’ taste, we will examine what kind of content and expression of literature and graphics were selected and how these were editorially designed. Finally, we will discuss the role played by this PR magazine in the advertising strategy, referring to the text describing the management’s business philosophy.

10.18910/102491

102491

明治製菓『スヰート』 : 洋菓子の「清新な」味わいのデザインとブランド戦略の萌芽

前川, 志織

意匠学会

日本語

2025-08-07

デザイン理論

86

39

53

https://hdl.handle.net/11094/102491

10.18910/102491

https://doi.org/10.18910/102491