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<h2 class="hd hd-2 unit-title">Advertising & the Shiseido Network</h2>
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<h3>Advertising & the Shiseido Network</h3>
<p>Today we’ll explore the networks of advertising and sales put into place by Shiseido to market its products across Japan and the empire. These networks—which included physical places such as shops, media spaces such as magazines and newspaper advertisements, and the material product lines themselves—formed the venues where Shiseido’s artists displayed their work.
Think about how these elaborate networks shaped the production of art, as well as the marketing of cosmetics: how did these networks help Shiseido achieve both commercial and aesthetic success?</p>
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<p><img src="http://files.edx.org/vjx/shGR/sh02_GR_1936_04_3313.jpg" alt="Shiseidograph image showing two women in Western clothes with car under cherry blossoms"/></p>
<figcaption>
<p><em>Shiseido Graph</em> (Tokyo: Shiseidō), 33 (April 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_04_3313.htm" target="[object Object]">sh02_GR_1936_04_3313</a>]</p>
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<h2 class="hd hd-2 unit-title">Branding & Advertisement</h2>
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<h3>Branding & Advertisement</h3>
<p>At the beginning of this module we learnt that sophistication and cosmopolitanism were two important artistic and cultural values that influenced Shiseido’s aesthetic and commercial choices: yesterday, we saw how they were associated with Ginza, the commercial and cultural heart of interwar Tokyo. Listen to Professors Dower, Gordon, and Weisenfeld analyze these themes in more detail, with a particular focus on the ways Shiseido capitalized upon these values to develop a particular brand identity. After listening to the short lecture, answer the follow-up questions.</p>
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<h3 class="hd hd-2">Lecture 7.6: Advertising</h3>
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Checkboxes
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Multiple Choice
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<legend id="cc51df4bf8bf4a7ab3ee582b04db40ea_2_1-legend" class="response-fieldset-legend field-group-hd">Shiseido&#8217;s visual branding promoted what type of lifestyle? Select the best answer.</legend>
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<h2 class="hd hd-2 unit-title">Glamour in Interwar Japan</h2>
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<h3>Glamour in Interwar Japan</h3>
<p>As Professor Gordon discusses in the next short clip, the glamorous lifestyle portrayed in Shiseido advertisements remained far out of reach for many—if not most—Japanese during the interwar period. How can we explain Shiseido’s continued use of luxury and glamour in its advertisements—and, moreover, their continued commercial success?</p>
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<h3 class="hd hd-2">Lecture 7.7: Social Context of Advertising</h3>
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Multiple Choice
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<legend id="f9265f25b1cb497a9e95a09e59660d72_2_1-legend" class="response-fieldset-legend field-group-hd">The success of Shiseido, and of the cosmetics industry more generally, was predicated upon what? Select the best answer.</legend>
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Multiple Choice
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<legend id="12f872a677154206abda56e80b643039_2_1-legend" class="response-fieldset-legend field-group-hd">Professor Dower mentions Clara Bow, a famous Hollywood actress during the 1920s and 1930s. Why is she significant for the history of Shiseido in this period? Select the best answer.</legend>
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<input type="radio" name="input_12f872a677154206abda56e80b643039_2_1" id="input_12f872a677154206abda56e80b643039_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="12f872a677154206abda56e80b643039_2_1-choice_0-label" for="input_12f872a677154206abda56e80b643039_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_12f872a677154206abda56e80b643039_2_1"> She appeared in many Shiseido adverts, and thus became a household figure as well as a key money-maker for Shiseido&#8217;s advertising department
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<input type="radio" name="input_12f872a677154206abda56e80b643039_2_1" id="input_12f872a677154206abda56e80b643039_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="12f872a677154206abda56e80b643039_2_1-choice_1-label" for="input_12f872a677154206abda56e80b643039_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_12f872a677154206abda56e80b643039_2_1"> Shiseido&#8217;s commercial success allowed it to expand overseas, including to Hollywood, where product placement in Bow&#8217;s films formed a crucial part of their marketing strategy
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<input type="radio" name="input_12f872a677154206abda56e80b643039_2_1" id="input_12f872a677154206abda56e80b643039_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="12f872a677154206abda56e80b643039_2_1-choice_2-label" for="input_12f872a677154206abda56e80b643039_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_12f872a677154206abda56e80b643039_2_1"> The wide distribution of her films around Japan turned her into a model of female sexuality, which contributed to new ideas about beauty that provided the context for Shiseido&#8217;s expansion throughout Japan
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Multiple Choice
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<input type="radio" name="input_200f9ee028664fb4b0b7bffd5fce3824_2_1" id="input_200f9ee028664fb4b0b7bffd5fce3824_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="200f9ee028664fb4b0b7bffd5fce3824_2_1-choice_1-label" for="input_200f9ee028664fb4b0b7bffd5fce3824_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_200f9ee028664fb4b0b7bffd5fce3824_2_1"> Mainstream Japanese culture in the 1920s and 30s valued cutting-edge fashions and styles, which encouraged many people to purchase the latest markers of glamour
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<h2 class="hd hd-2 unit-title">Geography of Sophistication</h2>
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<h3>Geography of Sophistication</h3>
<p>Shiseido’s success could not depend on branding alone. The company also had to reach a wide customer base. The trajectory of the company’s expansion reflected a set of assumptions and values about space and culture, which we will hear about in this brief lecture.</p>
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<h3 class="hd hd-2">Lecture 7.8: Chainstores</h3>
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<legend id="f88e0811d97c427f99eda3aace7d7992_2_1-legend" class="response-fieldset-legend field-group-hd">Shiseido developed a network of retailers throughout the main islands of Japan and the colonial possessions of Korea, Taiwan, and parts of mainland China. Yet, Professor Weisenfeld reminds us that this was &#8220;controlled from the center&#8221;: Ginza, Tokyo, site of Shiseido&#8217;s headquarters and the most fashionable district in the city. What does &#8220;control from the center&#8221; mean? Select the best answer.</legend>
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<input type="radio" name="input_f88e0811d97c427f99eda3aace7d7992_2_1" id="input_f88e0811d97c427f99eda3aace7d7992_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="f88e0811d97c427f99eda3aace7d7992_2_1-choice_1-label" for="input_f88e0811d97c427f99eda3aace7d7992_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_f88e0811d97c427f99eda3aace7d7992_2_1"> Shiseido&#8217;s products, exported around the nation and empire, conveyed the urban sophistication of Tokyo to the provinces, emphasizing the cultural hegemony of the capital
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<input type="radio" name="input_f88e0811d97c427f99eda3aace7d7992_2_1" id="input_f88e0811d97c427f99eda3aace7d7992_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="f88e0811d97c427f99eda3aace7d7992_2_1-choice_2-label" for="input_f88e0811d97c427f99eda3aace7d7992_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_f88e0811d97c427f99eda3aace7d7992_2_1"> Shiseido executives wanted to turn Tokyo into the &#8220;Paris of the East,&#8221; which meant adapting their interests to the trends emanating from Paris, the center of the cosmetics and fashion industries
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<h2 class="hd hd-2 unit-title">Branding: Packaging & Publicity</h2>
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<h3>Branding: Packaging & Publicity</h3>
<p>Let us return to the materiality of Shiseido’s products, and consider how the packaging and physical presentation of those products contributed to the sophisticated identity of Shiseido. </p>
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<h3 class="hd hd-2">Lecture 7.9: Packaging & Publicity</h3>
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<legend id="32afed5dcfc14f098723eb47b7eb9180_2_1-legend" class="response-fieldset-legend field-group-hd">Professor Weisenfeld describes how Shiseido went to great lengths to design and produce the bottles and vials that held its perfumes and lotions. What evidence does she use to argue that packaging was a key part of the company&#8217;s luxury branding? Select the best answer.</legend>
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<input type="radio" name="input_32afed5dcfc14f098723eb47b7eb9180_2_1" id="input_32afed5dcfc14f098723eb47b7eb9180_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="32afed5dcfc14f098723eb47b7eb9180_2_1-choice_0-label" for="input_32afed5dcfc14f098723eb47b7eb9180_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_32afed5dcfc14f098723eb47b7eb9180_2_1"> The packaging sometimes cost more than the contents, illustrating the importance of the symbolic value of Shiseido products
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<legend id="e3d860cc6ae14512a39184ecb2e8e008_2_1-legend" class="response-fieldset-legend field-group-hd">What type of periodical was <em>The Chainstore Research?</em> What purpose did it serve? Select the best answer.</legend>
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Multiple Choice
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_7e5a470efd7c4e89ab3fa02ade315e38_2_1">
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<legend id="7e5a470efd7c4e89ab3fa02ade315e38_2_1-legend" class="response-fieldset-legend field-group-hd">In what ways do the covers of <em>The Chainstore Research</em> illustrate the thoroughness of Shiseido&#8217;s commitment to sophistication? Select the best answer.</legend>
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<input type="radio" name="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1" id="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_0" class="field-input input-radio" value="choice_0"/><label id="7e5a470efd7c4e89ab3fa02ade315e38_2_1-choice_0-label" for="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_7e5a470efd7c4e89ab3fa02ade315e38_2_1"> The magazine&#8217;s intended audience was internal, and so the covers are relatively restrained to allow the company to devote more resources to presenting sophistication to an external audience
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<input type="radio" name="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1" id="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="7e5a470efd7c4e89ab3fa02ade315e38_2_1-choice_1-label" for="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_7e5a470efd7c4e89ab3fa02ade315e38_2_1"> Although the magazine&#8217;s intended audience was internal, the covers display a remarkable degree of aesthetic and technological sophistication
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<input type="radio" name="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1" id="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="7e5a470efd7c4e89ab3fa02ade315e38_2_1-choice_2-label" for="input_7e5a470efd7c4e89ab3fa02ade315e38_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_7e5a470efd7c4e89ab3fa02ade315e38_2_1"> The magazine&#8217;s detailed instructions for the presentation of Shiseido products allowed people to incorporate the company&#8217;s mode of sophistication into their everyday lives
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<h2 class="hd hd-2 unit-title">Reading - Chapter Three: Marketing Beauty</h2>
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<h3>Reading - Chapter Three: Marketing Beauty</h3>
<p>To review some of the themes discussed in the lecture segments today, and to situate these themes in a broader social and cultural context, please read this short Essay segment and answer the reading comprehension questions that follow.</p>
<p><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_essay03.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="font-family: 'Open Sans', 'Helvetica Neue', Helvetica, Arial, sans-serif; line-height: 25.6px;"> if you prefer to read Chapter Three on the Visualizing Cultures website.</span></p>
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<h3>Selling Shiseido: Marketing Beauty</h3>
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Checkboxes
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<div class="problem">
<div>
<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_e79c8c697726442c8270a232f400cc18_2_1">
<fieldset aria-describedby="status_e79c8c697726442c8270a232f400cc18_2_1">
<legend id="e79c8c697726442c8270a232f400cc18_2_1-legend" class="response-fieldset-legend field-group-hd">What were some of the key media of Shiseido&#8217;s advertising? Check all that apply.</legend>
<div class="field">
<input type="checkbox" name="input_e79c8c697726442c8270a232f400cc18_2_1[]" id="input_e79c8c697726442c8270a232f400cc18_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="e79c8c697726442c8270a232f400cc18_2_1-choice_0-label" for="input_e79c8c697726442c8270a232f400cc18_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_e79c8c697726442c8270a232f400cc18_2_1"> Radio
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<div class="field">
<input type="checkbox" name="input_e79c8c697726442c8270a232f400cc18_2_1[]" id="input_e79c8c697726442c8270a232f400cc18_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="e79c8c697726442c8270a232f400cc18_2_1-choice_1-label" for="input_e79c8c697726442c8270a232f400cc18_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_e79c8c697726442c8270a232f400cc18_2_1"> Television
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<div class="field">
<input type="checkbox" name="input_e79c8c697726442c8270a232f400cc18_2_1[]" id="input_e79c8c697726442c8270a232f400cc18_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="e79c8c697726442c8270a232f400cc18_2_1-choice_2-label" for="input_e79c8c697726442c8270a232f400cc18_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_e79c8c697726442c8270a232f400cc18_2_1"> Newspapers and magazines
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<div class="field">
<input type="checkbox" name="input_e79c8c697726442c8270a232f400cc18_2_1[]" id="input_e79c8c697726442c8270a232f400cc18_2_1_choice_3" class="field-input input-checkbox" value="choice_3"/><label id="e79c8c697726442c8270a232f400cc18_2_1-choice_3-label" for="input_e79c8c697726442c8270a232f400cc18_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_e79c8c697726442c8270a232f400cc18_2_1"> Show windows
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<span id="answer_e79c8c697726442c8270a232f400cc18_2_1"/>
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<span class="status unanswered" id="status_e79c8c697726442c8270a232f400cc18_2_1" data-tooltip="Not yet answered.">
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<h3 class="hd hd-3 problem-header" id="a64c0c249e484e87aaea0ac0c3980c6a-problem-title" aria-describedby="block-v1:MITx+VJx+3T2018+type@problem+block@a64c0c249e484e87aaea0ac0c3980c6a-problem-progress" tabindex="-1">
Checkboxes
</h3>
<div class="problem-progress" id="block-v1:MITx+VJx+3T2018+type@problem+block@a64c0c249e484e87aaea0ac0c3980c6a-problem-progress"></div>
<div class="problem">
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_a64c0c249e484e87aaea0ac0c3980c6a_2_1">
<fieldset aria-describedby="status_a64c0c249e484e87aaea0ac0c3980c6a_2_1">
<legend id="a64c0c249e484e87aaea0ac0c3980c6a_2_1-legend" class="response-fieldset-legend field-group-hd">How did Shiseido attract and retain a nation- and empire-wide clientele? Check all that apply.</legend>
<div class="field">
<input type="checkbox" name="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1[]" id="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="a64c0c249e484e87aaea0ac0c3980c6a_2_1-choice_0-label" for="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_a64c0c249e484e87aaea0ac0c3980c6a_2_1"> The company sold products through a network of chain stores that offered the same products at the same prices throughout Japan and its empire
</label>
</div>
<div class="field">
<input type="checkbox" name="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1[]" id="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="a64c0c249e484e87aaea0ac0c3980c6a_2_1-choice_1-label" for="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_a64c0c249e484e87aaea0ac0c3980c6a_2_1"> Advertising and branding emphasized the high quality of Shiseido products
</label>
</div>
<div class="field">
<input type="checkbox" name="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1[]" id="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="a64c0c249e484e87aaea0ac0c3980c6a_2_1-choice_2-label" for="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_a64c0c249e484e87aaea0ac0c3980c6a_2_1"> Customer loyalty clubs and seasonal promotions rewarded customers with special offers
</label>
</div>
<div class="field">
<input type="checkbox" name="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1[]" id="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_3" class="field-input input-checkbox" value="choice_3"/><label id="a64c0c249e484e87aaea0ac0c3980c6a_2_1-choice_3-label" for="input_a64c0c249e484e87aaea0ac0c3980c6a_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_a64c0c249e484e87aaea0ac0c3980c6a_2_1"> Magazines and other specialty publications introduced not only products, but also cosmetic techniques and other health and beauty tips
</label>
</div>
<span id="answer_a64c0c249e484e87aaea0ac0c3980c6a_2_1"/>
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<h3 class="hd hd-3 problem-header" id="935c6fe40d62466e920cc9f2efc98c2c-problem-title" aria-describedby="block-v1:MITx+VJx+3T2018+type@problem+block@935c6fe40d62466e920cc9f2efc98c2c-problem-progress" tabindex="-1">
Checkboxes
</h3>
<div class="problem-progress" id="block-v1:MITx+VJx+3T2018+type@problem+block@935c6fe40d62466e920cc9f2efc98c2c-problem-progress"></div>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_935c6fe40d62466e920cc9f2efc98c2c_2_1">
<fieldset aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1">
<legend id="935c6fe40d62466e920cc9f2efc98c2c_2_1-legend" class="response-fieldset-legend field-group-hd">Shiseido increased the use of photography in its advertisements during the 1920s and 30s. What features of modern society did these images juxtapose with Shiseido cosmetics? Check all that apply.</legend>
<div class="field">
<input type="checkbox" name="input_935c6fe40d62466e920cc9f2efc98c2c_2_1[]" id="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="935c6fe40d62466e920cc9f2efc98c2c_2_1-choice_0-label" for="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1"> Film and cinema
</label>
</div>
<div class="field">
<input type="checkbox" name="input_935c6fe40d62466e920cc9f2efc98c2c_2_1[]" id="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="935c6fe40d62466e920cc9f2efc98c2c_2_1-choice_1-label" for="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1"> The modern metropolis
</label>
</div>
<div class="field">
<input type="checkbox" name="input_935c6fe40d62466e920cc9f2efc98c2c_2_1[]" id="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="935c6fe40d62466e920cc9f2efc98c2c_2_1-choice_2-label" for="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1"> Imperialism
</label>
</div>
<div class="field">
<input type="checkbox" name="input_935c6fe40d62466e920cc9f2efc98c2c_2_1[]" id="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_3" class="field-input input-checkbox" value="choice_3"/><label id="935c6fe40d62466e920cc9f2efc98c2c_2_1-choice_3-label" for="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1"> Democracy and political participation
</label>
</div>
<div class="field">
<input type="checkbox" name="input_935c6fe40d62466e920cc9f2efc98c2c_2_1[]" id="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_4" class="field-input input-checkbox" value="choice_4"/><label id="935c6fe40d62466e920cc9f2efc98c2c_2_1-choice_4-label" for="input_935c6fe40d62466e920cc9f2efc98c2c_2_1_choice_4" class="response-label field-label label-inline" aria-describedby="status_935c6fe40d62466e920cc9f2efc98c2c_2_1"> Mass production of consumer and artistic goods
</label>
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<span id="answer_935c6fe40d62466e920cc9f2efc98c2c_2_1"/>
</fieldset>
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<h3 class="hd hd-3 problem-header" id="7d63dbf1269e47a69e901af15ae765e6-problem-title" aria-describedby="block-v1:MITx+VJx+3T2018+type@problem+block@7d63dbf1269e47a69e901af15ae765e6-problem-progress" tabindex="-1">
Checkboxes
</h3>
<div class="problem-progress" id="block-v1:MITx+VJx+3T2018+type@problem+block@7d63dbf1269e47a69e901af15ae765e6-problem-progress"></div>
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_7d63dbf1269e47a69e901af15ae765e6_2_1">
<fieldset aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1">
<legend id="7d63dbf1269e47a69e901af15ae765e6_2_1-legend" class="response-fieldset-legend field-group-hd">Which of the below was NOT a place strongly associated with Shiseido&#8217;s version of modern consumer culture? Choose only ONE option.</legend>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_0-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> Ginza, the high-end commercial center of Tokyo
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_1" class="field-input input-checkbox" value="choice_1"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_1-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> Taipei, an important frontier in Japan's imperialist-capitalist expansion
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_2" class="field-input input-checkbox" value="choice_2"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_2-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> The chain store, present in provincial cities throughout Japan and its empire
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_3" class="field-input input-checkbox" value="choice_3"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_3-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> The street-facing shop window, where passersby could inspect Shiseido products
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_4" class="field-input input-checkbox" value="choice_4"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_4-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_4" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> The home, where women gathered to beautify themselves
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_5" class="field-input input-checkbox" value="choice_5"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_5-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_5" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> The caf&#233;, a place to see and be seen
</label>
</div>
<div class="field">
<input type="checkbox" name="input_7d63dbf1269e47a69e901af15ae765e6_2_1[]" id="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_6" class="field-input input-checkbox" value="choice_6"/><label id="7d63dbf1269e47a69e901af15ae765e6_2_1-choice_6-label" for="input_7d63dbf1269e47a69e901af15ae765e6_2_1_choice_6" class="response-label field-label label-inline" aria-describedby="status_7d63dbf1269e47a69e901af15ae765e6_2_1"> The countryside, a place for glamorous holidays
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<p>Tomorrow we will turn to another gallery-sorting exercise, which will ask you to apply some of the themes we have discussed in the first three days of the module to analyze a set of Shiseido magazine covers.</p>
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