Women's History Through Advertising: 'Advertising Shook Society—The Daughters of Beauvoir'

The book "Advertising Shook Society: The Daughters of Beauvoir" was published by Sendenkaigi on December 10. The author is Naoe Wakita, former president of the all-female advertising agency Dentsu Inc. EYE and a copywriter. It introduces advertisements that encouraged women's self-awareness and responsibility as equals to men, marking the 70th anniversary of the postwar era and the 30th anniversary of the enactment of the Equal Employment Opportunity Act.

This book draws inspiration from Simone de Beauvoir, the French writer and philosopher who advocated for women's liberation in the mid-20th century and laid the foundations of gender theory, introducing over 100 examples of "Beauvoir-esque advertising."

The cover features copy by Shigesato Itoi: "Just how much of an 'era of women' is it now?" The author questions the significance of this 35-year-old advertisement still being relevant in 2015.

The author, who hopes the day will come when the Women's Active Participation Promotion Law passed by the Abe Cabinet this year seems outdated, presents a history of women interpreted through advertising, stating, "I want to ask advertisers what advertising and gender should be like going forward."