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「窓辺婦人」
Woman by
the Window |
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八百新酒造は、創業者八百屋新三郎のデザインに対する進取の気性により、創業時から、多くの広告宣伝物を使用してきました。今皆さんにご覧頂いている弊社ウェブサイトも、それ自体企業広告の一つであると考えることができますが、明治二十年代の広告物と言えば｢引札（ひきふだ）｣でした。
｢引札｣は、江戸時代から存在した宣伝メディアです。
商店が開業や商品売出しを宣伝するため、客の関心を引きつけるキャッチコピーをつけた刷り物を作って辻々で配ったり、張り出したりした札のことですが、江戸時代までは「札まわし」「口上(書)」｢目録(書)｣などと呼ばれており、｢引札｣の呼称は十八世紀中頃に定着したようです。
明治初期頃までは、一色か二色で刷り上げた粗雑なチラシに過ぎず、無料で手に入れることができたのを幸い、襖の下張りや茶箱の装飾に転用されるのが普通でした。しかし、明治十年ごろから、西洋で流行しつつあった多色石版による広告ポスターの影響を受けて、きらびやかな錦絵の技術を引札に応用し始め、木版手摺り多色印刷物が流行しました。こうして商業印刷物の花形にのしあがった引札は、近代の商業広告デザインへと引き継がれていくわけです。
こうした広告ムーブメントの中、八百新酒造が台頭著しい商業美術界の中心であった大阪、あるいは東京から遠く離れたここ山口で、既にご覧頂いているような数々の｢引札｣を発表していたことは、私たちが誇りとしうる企業遺産ではないかと考える次第です。
(一部引用−岩国徴古舘発行｢引札・商標と泉貨(平成８年度)」リーフレットより) |
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Owing to an enterprising
spirit that Shinzaburo Yaoya, the founder had, Yaoshin
Breweries has used a variety of advertising tools from
the days of establishment.
We view the very website itself that you are actually
viewing now as one of corporate advertisements of
Yaoshin.
In the twenties of Meiji Era, however, when it came to
advertisements. they were nothing but Hikifuda.
Hikifuda had been used as early as Edo era as a medium
for advertising.
They were the handbills for advertising the opening of
stores or the sales, on which catchy head lines and
copies were printed to attract potential customers, and
were distributed at every corner of streets or put on
the bulletin boards of town.
People in Edo era used to call them Fudamawashi,
Kojo(sho), or Mokuroku(sho), and the name of Hikifuda
seems to have not been steadily fixed until the middle
of 18th century.
Hikifuda in the early days of Meiji era were still
merely rough handbills printed in no more than two
colors, freely handed around to almost anybody, so that
in most cases those ended up in being used as the
undercover of Fusuma, indoor partitions of Japanese
rooms, or the decorations for wooden cupboards.
However, by the 10th year of Meiji, when the advertising
posters printed in multi colors by lithography were
booming in the western countries and the influence of
them was rushing up to the nation, the technique of
gorgeously looking Nishikie began to be applied to
Hikifuda also, and as a result of it, wooden graving
multi colors hand printing became popular.
Thus, Hikifuda came to occupy the top seat of commercial
printings of those days, and from it, modern days
advertising designs were born.
What we Yaoshin are now proud of is that although being
here in Yamaguchi much far away located from such
central cities as Osaka, or Tokyo, the centers of
commercial arts of Japan, our seniors had already
created such beautiful Hikifudas shown in front of you
now.
Yes, these are truly the heritages of ours that we will
continue being proud of having.
Partly quoted from the leaflet "Hikifuda,
trademarks & coins" published by Iwakuni
Chokokan in 1996. |
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