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<h2 class="hd hd-2 unit-title">Gender, Labor, & the State</h2>
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<h3>Gender, Labor, & the State</h3>
<p>The “good wife, wise mother” was but one of many types of women populating the press and the popular imagination in interwar Japan. We have already seen how she was a global figure representing modern bourgeois family values: a figure produced by, yet also guarding against, the winds of social transformation in the late-nineteenth and early-twentieth centuries.</p>
<p>Other types of women proved more alarming—and also more attractive. In the first set of videos, we will consider three alternative female roles, all of which appeared in Shiseido advertising alongside the good wife and wise mother: the schoolgirl, the new woman, and the modern girl.</p>
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<p><em>The Shiseido Graph </em>(Tokyo: Shiseidō), 36 (July 1936). Shiseidō Corporate Archive. <a href="http://creativecommons.org/licenses/by-nc-sa/2.5/" target="[object Object]">CC BY NC SA</a>. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_GR_Graph/pages/sh02_GR_1936_07_3612.htm" target="[object Object]">sh02_GR_1936_07_3612</a>]</p>
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<h2 class="hd hd-2 unit-title">Women’s Roles in the Popular Imagination: Schoolgirls</h2>
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<h3>Women’s Roles in Popular Imagination: Schoolgirls</h3>
<p>In 1872, the Meiji government made primary education compulsory for both boys and girls. Attendance rates remained low for many years, but by 1905 around 95 percent of boys and girls attended school. While higher education tended to remain the preserve of men, the female student nevertheless became a common figure in the interwar period and figured prominently in advertising and the media.</p>
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<h3 class="hd hd-2">Lecture 7.18: Schoolgirls</h3>
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Multiple Choice
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<legend id="c6d3de8c9c97476fbfe1ca891603dfcc_2_1-legend" class="response-fieldset-legend field-group-hd">What was the context of the Singer advertisements? To whom were they directed? Select the best answer.</legend>
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<input type="radio" name="input_c6d3de8c9c97476fbfe1ca891603dfcc_2_1" id="input_c6d3de8c9c97476fbfe1ca891603dfcc_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="c6d3de8c9c97476fbfe1ca891603dfcc_2_1-choice_0-label" for="input_c6d3de8c9c97476fbfe1ca891603dfcc_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c6d3de8c9c97476fbfe1ca891603dfcc_2_1"> Schoolgirls&#8212;Singer sought to reach a young audience in order to cultivate loyalty from a young age
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<legend id="c96e91d7827b4c32a29505a1a962b9b3_2_1-legend" class="response-fieldset-legend field-group-hd">In what ways were Singer&#8217;s efforts to reach &#8220;beyond the glamorous world of the department store&#8221; similar to those of the artists working for Shiseido? Check all that apply.</legend>
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<input type="checkbox" name="input_c96e91d7827b4c32a29505a1a962b9b3_2_1[]" id="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="c96e91d7827b4c32a29505a1a962b9b3_2_1-choice_0-label" for="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_c96e91d7827b4c32a29505a1a962b9b3_2_1"> Both sought to transform the aesthetics and practices of daily life, whether through affordable clothing or fashionable cosmetics
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<input type="checkbox" name="input_c96e91d7827b4c32a29505a1a962b9b3_2_1[]" id="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="c96e91d7827b4c32a29505a1a962b9b3_2_1-choice_1-label" for="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_c96e91d7827b4c32a29505a1a962b9b3_2_1"> Both recognized that department stores were too expensive for most people, so they sought to develop cheaper alternatives elsewhere
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<input type="checkbox" name="input_c96e91d7827b4c32a29505a1a962b9b3_2_1[]" id="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="c96e91d7827b4c32a29505a1a962b9b3_2_1-choice_2-label" for="input_c96e91d7827b4c32a29505a1a962b9b3_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_c96e91d7827b4c32a29505a1a962b9b3_2_1"> Both hoped to monopolize their respective markets by establishing a retail presence and offering dreams of a modern life to women throughout Japan and its empire
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<h2 class="hd hd-2 unit-title">Women’s Roles in the Popular Imagination: the New Woman</h2>
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<h3>Women’s Roles in Popular Imagination: the New Woman</h3>
<p>The “new woman” was a general term for new, modern modes of femininity and practices of gender and sexuality in interwar Japan. Although the figure of the new woman embodies some specific social and cultural characteristics, she was also a mutable figure that appealed to a wide range of women, making her a perfect model for Shiseido’s advertising and other types of discourse about women in the 1920s and 1930s.</p>
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<h3 class="hd hd-2">Lecture 7.19: The New Woman</h3>
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<input type="checkbox" name="input_325b90bda3f948d293f655796c662da7_2_1[]" id="input_325b90bda3f948d293f655796c662da7_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="325b90bda3f948d293f655796c662da7_2_1-choice_1-label" for="input_325b90bda3f948d293f655796c662da7_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_325b90bda3f948d293f655796c662da7_2_1"> She had a place of pride outside the home
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<input type="checkbox" name="input_325b90bda3f948d293f655796c662da7_2_1[]" id="input_325b90bda3f948d293f655796c662da7_2_1_choice_3" class="field-input input-checkbox" value="choice_3"/><label id="325b90bda3f948d293f655796c662da7_2_1-choice_3-label" for="input_325b90bda3f948d293f655796c662da7_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_325b90bda3f948d293f655796c662da7_2_1"> She preferred visible makeup to subtle skin lotion
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<h2 class="hd hd-2 unit-title">Women’s Roles in the Popular Imagination: the Modern Girl</h2>
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<h3>Women’s Roles in Popular Imagination: the Modern Girl</h3>
<p>Primarily associated with the same Ginza district in central Tokyo that housed Shiseido’s headquarters, the modern girl represented a very different side of femininity in interwar Japan—one that worried many observers even as it attracted others.</p>
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Multiple Choice
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Checkboxes
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<h2 class="hd hd-2 unit-title">Exercise - Images of Women in Shiseido Advertising</h2>
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<h3>Images of Women in Shiseido Advertising - Exercise</h3>
<p>Here are six images from Shiseido”s advertising campaign. Click on any of them to see a larger version.</p>
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<td>Image 1<a href="https://files.edx.org/vjx/shD5/sh02_GR_1934_04_0911.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh02_GR_1934_04_0911quiz.jpg" alt="woman in dark room looking at illuminated electric lamp" /></a></td>
<td>Image 2<a href="https://files.edx.org/vjx/shD5/sh02_GP_1926_04_1901.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh02_GP_1926_04_1901quiz.jpg" alt="photo of small girl in white shirt and hat" /></a></td>
<td>Image 3<a href="https://files.edx.org/vjx/shD5/sh02_CS_1941_06_2.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh02_CS_1941_06_2quiz.jpg" alt="woman in blouse and skirt standing in nature calling out to someone" /></a></td>
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<td>Image 4<a href="https://files.edx.org/vjx/shD5/sh01_1933_d004_76_MagAd.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh01_1933_d004_76_MagAdquiz.jpg" alt="cold cream ad with sketch of tall slender woman in high heels and long skirt" /></a></td>
<td>Image 5<a href="https://files.edx.org/vjx/shD5/sh02_CS_1938_01_1.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh02_CS_1938_01_1quiz.jpg" alt="woman sitting by window and electric lamp reading print material" /></a></td>
<td>Image 6<a href="https://files.edx.org/vjx/shD5/sh02_CS_1928_06_2.jpg" class="modal-content"><img src="https://files.edx.org/vjx/shD5/sh02_CS_1928_06_2quiz.jpg" alt="illustration of yellow silhouette of woman in blue dress and high heels on swing" /></a></td>
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<h3><span style="color: #4c4c4c; font-family: 'Open Sans', 'Helvetica Neue', Helvetica, Arial, sans-serif; line-height: 23.68px;">Women and Shiseido: Drag-and-Drop Activity</span></h3>
<p>So far, we have discussed several new roles that women adopted in early-twentieth-century Japan. To some extent these are stereotypes—few women would have fallen exactly into one category or another—but they had a powerful impact on the ways people thought and talked about gender and sexuality, and marked changing social and cultural values.</p>
<p>(1 point possible) In the exercise below, think about the visual clues that marked a woman as a new woman, a schoolgirl, or a modern girl. Drag the images that best fit the given categories into the corresponding boxes.</p>
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<p>All images are <a href="http://creativecommons.org/licenses/by-nc-sa/2.5/" target="[object Object]">CC BY NC SA</a>, and can be found on the Visualizing Cultures website by clicking on the image number.</p>
<p>Image 1:<em> Shiseido Graph</em> (Tokyo: Shiseidō), 9 (April 1934). Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_GR_Graph/pages/sh02_GR_1934_04_0911.htm" target="[object Object]">sh02_GR_1934_04_0911</a>]</p>
<p>Image 2:<em> Shiseidō Geppō</em> (Tokyo: Shiseidō), 19 (April 1926). Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_GP_Geppo/pages/sh02_GP_1926_04_1901.htm" target="[object Object]">sh02_GP_1926_04_1901</a>]</p>
<p>Image 3:<em> Shiseido Chainstore</em> (Tokyo: Shiseidō), 6 (June 1941). Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_CS_ChainStore/pages/sh02_CS_1941_06_2.htm" target="[object Object]">sh02_CS_1941_06_2</a>]</p>
<p>Image 4: Cold cream advertisement. 1933. Poster. Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh01_1875_1941_ads/pages/sh01_1933_d004_76_MagAd.htm" target="[object Object]">sh01_1933_d004_76_MagazineAd</a>]</p>
<p>Image 5:<em> Chainstore Research</em> (Tokyo: Shiseidō), 31 (January 1938). Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_CS_ChainStore/pages/sh02_CS_1938_01_1.htm" target="[object Object]">sh02_CS_1938_01_1</a>]</p>
<p>Image 6:<em> Chainstore</em> (Tokyo: Shiseidō), 13 (June 1928). Shiseidō Corporate Archive. [<a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_03/sh02_CS_ChainStore/images/sh02_CS_1928_06_2.jpg" target="[object Object]">sh02_CS_1928_06_2</a>]</p>
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<h2 class="hd hd-2 unit-title">Working Women</h2>
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<h3>Working Women</h3>
<p>Schoolgirls, new women, and modern girls figured in the advertising of Shiseido, Singer, and other companies in interwar Japan alongside good wives and wise mothers, but these were not the only roles women filled. Here, Professors Gordon, Weisenfeld, and Dower discuss a fourth type of modern woman—the working woman.</p>
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<h3 class="hd hd-2">Lecture 7.21: Working Women</h3>
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Multiple Choice
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Checkboxes
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<h2 class="hd hd-2 unit-title">Road to War, Reading - Chapter Four: Luxury & Thrift in Wartime</h2>
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<h3>Modern Culture & the Road to War</h3>
<p>For many years, the stereotype of Japanese history in the 1920s and 1930s was of a
relentless march to a brutal imperial war under the fascistic rule of militarists, and the
slavish obedience to the so-called “emperor system” on the part of soldiers and civilians.
As we have seen in this unit, however, the culture of interwar modernity was much
more complex and diverse. In this final segment, we will consider how this commercial and cultural
efflorescence, epitomized by Shiseido, coexisted with the rise of militarism and the
demands of total war. Watch the short video and read the Essay chapter below,
then answer the following questions.</p>
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<h3 class="hd hd-2">Lecture 7.22: Road to War</h3>
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<p style="text-rendering: optimizelegibility; margin-top: 0px; margin-right: 0px; margin-left: 0px; padding: 0px; border: 0px; outline: 0px; font-family: 'Open Sans', 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 16px; vertical-align: baseline;"><strong style="text-rendering: optimizelegibility; margin: 0px; padding: 0px; border: 0px; outline: 0px; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-caps: inherit; line-height: 1.4em; vertical-align: baseline;"><a href="http://ocw.mit.edu/ans7870/21f/21f.027/shiseido_01/sh_essay04.html" target="_blank" style="text-rendering: optimizelegibility; background-color: transparent; margin: 0px; padding: 0px; border: 0px; outline: 0px; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-caps: inherit; font-weight: inherit; line-height: 1.4em; vertical-align: baseline; transition: color 0.25s ease-in-out 0s; -webkit-transition: color 0.25s ease-in-out 0s; text-decoration: none; color: #0079bc; background-position: initial initial; background-repeat: initial initial;">Click here</a></strong><span style="line-height: 25.6px;"> if you prefer to read Chapter Four on the Visualizing Cultures website.</span></p>
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<h3>Chapter Four: Luxury & Thrift in Wartime</h3>
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<legend id="5ec97aee98a24f77aed9ef80ac5f19a7_2_1-legend" class="response-fieldset-legend field-group-hd">Shiseido continued to appeal to leisure and luxury, well into the 1930s and even the early 1940s. Why? Check all that apply.</legend>
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<input type="checkbox" name="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1[]" id="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="5ec97aee98a24f77aed9ef80ac5f19a7_2_1-choice_0-label" for="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_5ec97aee98a24f77aed9ef80ac5f19a7_2_1"> Despite total mobilization for war, many Japanese remained wealthy and comfortable, and thus able to continue a luxurious lifestyle
</label>
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<div class="field">
<input type="checkbox" name="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1[]" id="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="5ec97aee98a24f77aed9ef80ac5f19a7_2_1-choice_1-label" for="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_5ec97aee98a24f77aed9ef80ac5f19a7_2_1"> Shiseido had worked hard to develop its deluxe brand, and was loath to give it up entirely
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<input type="checkbox" name="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1[]" id="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="5ec97aee98a24f77aed9ef80ac5f19a7_2_1-choice_2-label" for="input_5ec97aee98a24f77aed9ef80ac5f19a7_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_5ec97aee98a24f77aed9ef80ac5f19a7_2_1"> The looming war encouraged many people to seek escapism through leisure, seen in the boom in popularity of national parks
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<input type="checkbox" name="input_07802d51f4a448be9e4cead8fd1a5828_2_1[]" id="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="07802d51f4a448be9e4cead8fd1a5828_2_1-choice_0-label" for="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_07802d51f4a448be9e4cead8fd1a5828_2_1"> The government nationalized all industries in Japan to further the war effort, thus taking control of Shiseido&#8217;s advertising division
</label>
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<input type="checkbox" name="input_07802d51f4a448be9e4cead8fd1a5828_2_1[]" id="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="07802d51f4a448be9e4cead8fd1a5828_2_1-choice_1-label" for="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_07802d51f4a448be9e4cead8fd1a5828_2_1"> Shiseido, like other companies, recognized that appealing to the spirit of the national war effort could be a source of profit
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<input type="checkbox" name="input_07802d51f4a448be9e4cead8fd1a5828_2_1[]" id="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="07802d51f4a448be9e4cead8fd1a5828_2_1-choice_2-label" for="input_07802d51f4a448be9e4cead8fd1a5828_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_07802d51f4a448be9e4cead8fd1a5828_2_1"> In its early stages, the war garnered widespread support and enthusiasm across Japanese society
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_9573f5b159104b1f959ce2dbb7c24480_2_1">
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<legend id="9573f5b159104b1f959ce2dbb7c24480_2_1-legend" class="response-fieldset-legend field-group-hd">How did Shiseido adapt its brand image to fit the exigencies of wartime? Check all that apply.</legend>
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<input type="checkbox" name="input_9573f5b159104b1f959ce2dbb7c24480_2_1[]" id="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="9573f5b159104b1f959ce2dbb7c24480_2_1-choice_0-label" for="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_9573f5b159104b1f959ce2dbb7c24480_2_1"> Shiseido began to emphasize hygiene and quality rather than luxury
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<input type="checkbox" name="input_9573f5b159104b1f959ce2dbb7c24480_2_1[]" id="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="9573f5b159104b1f959ce2dbb7c24480_2_1-choice_1-label" for="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_9573f5b159104b1f959ce2dbb7c24480_2_1"> In response to anti-luxury edicts, Shiseido closed down its high-end product line
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<input type="checkbox" name="input_9573f5b159104b1f959ce2dbb7c24480_2_1[]" id="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="9573f5b159104b1f959ce2dbb7c24480_2_1-choice_2-label" for="input_9573f5b159104b1f959ce2dbb7c24480_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_9573f5b159104b1f959ce2dbb7c24480_2_1"> Shiseido touted the superiority of domestic products over foreign imports
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<p>Professors Dower and Gordon will discuss the militarism and war of the 1930s in more detail in tomorrow’s lesson, the final day of the course.</p>
<p>Before moving on, reflect on the themes of the Shiseido module by completing the unit quiz. After the quiz, you will find a link to the final discussion board for the Shiseido module.</p>
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