Abstract
This paper's object is previous works and movements of intellectuals' commitment about imaging of consumer finance business. The relationship between consumer finance and intellectuals has a long history. However there are almost no retrospect and researches about that history. And so we focus on intellectuals' commitment about imaging of consumer finance business in Japan. Making reference previous works we discuss about imaging on monthly journal "Personal loan" at consumer finance business's growth period in post-war. This journal is pioneer of reply toward negative imaging of consumer finance. We adopted sociological method "discourse analysis" and analyze discourse on journal , clalify constitution and structure of the imaging. Firstly, we discuss about constitution of actors in previous work. Secondly, we examine role and position of intellectuals in "Personal loan" discussing constitution of actors in it. According to this examining we confirm that relief of victims is parts of constitution of actors. And we obtain that knowledge. Intellectuals played role of promoting re-recognition of what is consumer finance and giving multiple viewpoint of consumer finance. Finally, Intellectuals played role of contributing to "Personal loan" that is the first consumer finance business magazine and aim at finding task of consumer finance and solving it.
