Japanese Advertising Nature

In this paper, we will deconstruct the idea of a special connection between women and nature by examining the use of natural imagery in what constitutes a vast market for advertising in Japan: women’s magazines. ¹ Our aim, in particular, is to look at the way in which the two themes of ecology and nature have been taken up in Japanese women’s magazine reportage and advertisements, and to explore these as elements in a cultural discourse of femininity and consumption.