抄録
No previous analysis has been made of Japanese advertising (advertising industry and capital) from a social scientific point of view. The study of the history of advertising has also been limited to discussions of custom and fashion.
This paper outlines the history of Japanese advertising in relation to the growth, development and crises of Japanese capitalism, by considering the functions of advertising in several periods of history. It also shows how and when the advertising agency came about and has continued to develop in Japan.
