- BA Course

This course explores how Japanese companies promoted their products and services for international markets in the second half of the twentieth century. Using Japan Airlines as an example, we will consider how and why the company presented and represented “Japan” in its international advertisements. As Japanese aviation shifted from being a tool of empire for the military to a luxurious means of transportation following World War II, the company faced the challenge of fashioning an appealing visual image for international markets. We will examine the interplay of business, politics, transportation technology, and identity with particular emphasis on its implications for Japanese women.