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... more abstract graphic style 16 . At the same time, Shiseido increasingly adopted photography and photomontage in its editorial design, which aroused a strong cinematic association. A 1933 issue of Shiseido Graph featured a dramatic close-up of an alluring Japanese modern girl with her stylish hat, bobbed hair, impressive make-up and a cool face ( fig. 2) 17 . The erogenous and mysterious feminine beauty of this modern girl reinforced the aesthetic association with movie stars. In this way, Shiseido advertising initiated a visual communication with the flourishing modern cinema, which is an imported product from the west and an emblem of modernization and ...
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