Advertising and Visual Communication

Author: He Jie
Publisher:
Publish Date: 2003-02-01
Features: To commemorate the 100th anniversary of Mr. Hidetoshi Yoshida's birth, as part of the "Asia Project," researchers in China were commissioned to conduct a three-year study on the topic "The Current State and Future of Chinese Advertising," which was published as an outstanding paper as an annual research achievement. I firmly believe that this research outcome will not only provide reference for China but also for many other researchers. I look forward to even greater achievements from the next two years of the study.
The Hidetoshi Yoshida Memorial Foundation (a private non-profit organization) was officially established in 1965 to commemorate Mr. Hidetoshi Yoshida, who dedicated his life to the advertising industry and was hailed as the "Master of Advertising." Mr. Yoshida assumed the presidency of Dentsu as its fourth leader in 1947. At that time, Japan was in the turbulent post-war period. Based on his belief that "advertising is the driving force of economic development in peacetime," Mr. Yoshida introduced PR and marketing theories from the advertising-developed United States. He also devoted great enthusiasm to the establishment of private television and radio systems. Mr. Hidetoshi Yoshida made significant contributions not only to the advertising industry but also to the overall economic development of Japan. Through his efforts, Japan's advertising industry achieved a leap in development, yet Mr. Yoshida was unable to fully witness the fruits of his hard work. He passed away in 1963 at the age of 59 due to illness.
To commemorate Mr. Hidetoshi Yoshida, who left numerous achievements in the Japanese advertising industry, and to carry forward his legacy and passion, this foundation was established. The foundation is committed to promoting the development and popularization of marketing theories and technologies centered around advertising, as well as making contributions to academia, the economy, and culture. It sponsors researchers in these fields while also striving to collect and preserve literature and materials related to advertising. To date, the foundation has provided over 600 million yen in support to organizations and individuals, resulting in over 600 research papers.
As part of the "Asia Project" to commemorate the 100th anniversary of Mr. Hidetoshi Yoshida's birth, researchers in China were commissioned to conduct a three-year study on the topic "The Current State and Future of Chinese Advertising," which was published as an outstanding paper as an annual research achievement. I firmly believe that this research outcome will not only provide reference for China but also for many other researchers. I look forward to even greater achievements from the next two years of the study.