Index
271 Index advertising: and atomic bomb, 173; and bridal track, 208; of domestic sewing machines, 111, 129, 173, 206, 217; in France, 217; “good wife and wise mother” in, 63–64; homework in, 173, 175–76, 206; and industrialization, 220; of installment plans, 47, 58, 138; modern family in, 63–64, 218– 19; and modernity, 7, 70, 217; in newspapers, 111, 126–27, 128; and pleasure, 70, 133, 172–76; of radios, 136; self-reliance in, 59–61; for sewing schools, 124, 129–31, 206; Singer, 35, 37, 57–64, 89, 173, 218–19; and traditionalism, 174, 176; wartime, 126–28; Western sewing in, 176; in women’s magazines , 58, 59, 70, 124, 129–31 Advertising That Works (Matsumiya SaburO), 136 Aikoku fujin kai (Patriotic Women’s Association), 147 Alajalov, Constantin, 184 Alexander, Sir Douglas, 159 All Japan Singer Sewing Machine Employee Association, 95, 97 Alliance for the Reform of the Employee System, 92 Alliance to Reform the System, 92 Amerikan Fuasshon (stylebook; American fashion), 192 Aono Midori, 69 Appadurai, Arjun, 5 appappa (tube dress), 90, 123 Asahi gurafu (Asahi graphic), 88 Asahi shinbun (newspaper), 121, 198, 208, 210; ads in, 111, 126–27, 128; on atomic bomb, 151; on clothing reform, 146; on installment plans, 135–36, 179; sewing columns in, 212–13; on ticket credit, 182 Atkins, Taylor, 138 atomic bomb, 151, 153, 173 Aurell, Alvin K., 99, 102, 103, 157–60, 163 automobile industry, 156. See also particular brands Awaya Noriko, 148 baseball, 121, 135 Basic Principles of Sewing Pedagogy (Sakai Nobuko), 141 The Birth of a Salesman (Friedman), 36 Blue Nippon (Atkins), 138 Bourne, Frederick, 104 brand names: and modernity, 4, 6, 7, 189, 216; and Singer, 31, 57, 120, 162, 164, 165 Britain: clothing production in, 27; homework in, 218, 219–20; installment credit in, 48; Japanese treaty with, 23; “Make Do and Mend” campaign in, 149; sewing classes in, 223; sewing machine producers in, 18, 19; Singer in, 31, 105; timeuse studies in, 187, 225, 226 Brothers Sewing Machine, 107, 109, 110, 125, 156, 163, 172; sales system of, 169, 170 Bunka fukusO gakuin (Bunka; Academy for Cultural Dress; formerly Bunka saihO jogakuin), 71, 123, 124, 197, 208 Bunka saihO jogakuin. See Bunka fukusO gakuin Burman, Barbara, 218 Calder, Lendol, 47, 179 canvassers. See salesmen Capital (Marx), 3 capitalism: American, 4–6, 102–6, 115, 222; and credit, 50; Japanese, 91, 222; and labor disputes, 95–96, 115; localization of, 31, 115; vs. “national customs,” 102–6; and salesmen, 36, 114; and sewing machine , 3–6; and Singer, 55 Carstensen, Fred V., 51, 52 cartoon (“Installment Serenade”), 183, 184–85 Ceylon, 53 Chamberlain, Basil Hall, 18 Chaplin, Charlie, 134 Chevrolet, 112 children, Western clothing for, 48, 53, 69, 84–85, 122, 123, 217 China, 78, 122, 134, 139, 147 Ch[gai (newspaper), 99 Ch[O kOron (Central review; magazine ), 68 cities: consumer goods in, 7, 120, 126; credit in, 45, 178; homework in, 76, 202, 205; labor disputes in, 97–98, 99, 101, 115; middle class in, 53, 72, 121, 126; sewing machine ownership in, 31, 125, 154, 185; Singer in, 24, 34, 46; Western clothing in, 53, 90, 121, 122, 141; women in, 65, 72, 121, 122, 141, 147–48, 186, 187, 194. See also particular cities “civilization, happy sound of,” 39, 50, 216 “civilization and enlightenment,” era of, 19, 23 class, 8, 57, 84, 90; and advertising, 58, 220; and credit, 70, 219; and dress reform, 143; and homework, 73, 78, 206, 211. See also middle class; upper class; working class clothing: custom vs. ready-made, 195, 200–201, 206; custom-made, 26– 27, 28, 126, 137, 187, 195, 196, 205, 206, 210; fashions in, 192– 93, 195, 205, 219–21; and gender, 26, 29, 84, 87, 144; home-made, 26, 126, 195, 196, 210; for men, 18, 28, 29, 87, 121, 142–43, 144; military uniforms, 138, 142; and modernity, 26, 84–85, 89; production of, 3, 26–29, 195–96; readymade , 26–28, 62, 69, 140–41, 144, 150, 188, 193, 213, 218, 223–24; reform of, 138–48, 149, 150, 187, 191, 221, 223; sailor suits, 61, 62, 84, 85, 133; school uniforms, 62, 84–85, 87; in Singer ads, 58, 59; used, 26, 28, 141, 146, 149, 190, 194 Clothing (journal; Hifuku), 147 clothing, Japanese (wafuku): decline of, 191; defense of, 86–89; and dress reform, 149; hakama, 40, 84, 85; homemade, 28–29; and homework , 205; revival of, 193–94; and sewing machine, 25, 50, 53–54...
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