This paper focuses on the transition of name and concept in Japanese Animated films, Senga (“line drawing”). This name was used for about half a century from late Meiji era (around 1910) to the World War II. At first, it was generally a neutral word to express animated films, and it became the genre for enlightenment and diverged with Manga (“cartoons”) to express an entertainment at the later time. But Senga is not memorized widely today. How and when was Senga born, and why did it disappear?

Japanese Anime did not develop easily, but get repeatedly into danger of disappearing, because they are suffered from a lack of human and economic resources, in addition, have also been overwhelmed in quality and quantity by Disney and other films from the United States, the producers asked themselves the significance again each time. On the other hand, How the animated films have it been hoped as the media to give the audience what kind of action and effect?

Therefore, this paper does not depend only on the content analysis. I examine the national newspaper and refer to a magazine, the book historical materials in the period mentioned the above. There are thought to related at the times when a concept of Senga changes. I argue in three questions, First, “when was Senga born?”, Second, “How has Senga be consumed?”, Third is “how did Senga disappear?”. The transition of the concept of Senga is engraved the aspects of dynamism which represents the changes in consciousness and behavior of the creators, the governments, and the audience of those days.

The late 1960s have been overlooked in the history of the Japanese animation industry. This period falls between the rise of television animation and the liquidation of the industry as major studios faced financial crises. Therefore, it seems to have been evaluated as a process of gradual decline. However, this was a time when the focus of animation has switched from theatrical production to television production. Given that in Japan, commercial animation is mainly produced by TV animation, this change is significant. This paper focuses on the changes that have occurred at Toei Animation, a major animation production company in Japan. By focusing on the background of these changes, this study aims to clarify the significance of this period. For this purpose, this study collects various accounting and internal documents, reminiscences of those involved, and company histories. Based on this, the author analyzes the relationship between Toei Animation, its parent company, and TV stations. The results shows that the parent company provided informal support to Toei Animation, suggesting that the production environment was relatively stable compared to later periods. Furthermore, the author indicates that the subsequent framework of TV animation production regarding “broadcasting rights” and “merchandising rights” was established in this period. In this era, Toei Animation produced some of the studio’s most popular works in both film and television. These are not simply created by chance or driven by circumstances. Rather, they reflect the environment that makes them possible. The late 1960s can be viewed as a period in which Toei Animation actively responded to the changes of this era and laid the foundation for the era to come.