Shibuya culture PROJECT

That is being held currently in the Tobacco & Salt Museum, it is a pioneer of modern advertising, Matsudaira Iwatani special exhibition which is also called the Meiji tobacco king. Bid, Hikifuda, signage, such as newspaper advertising, carried out propaganda using all advertising means, life and of Iwatani was greatly spread the cigarettes, Meiji of the exhibition that tobacco history can be seen in one fell swoop, the design of the JT of the alphabet series Naoki Sato art director, known for such visits, told us about the past and the present of advertising design.
「明治のたばこ王 岩谷松平展」（〜2006年3月12日まで）はこちら
Tobacco and Salt Museum - The impression of today's exhibition? Is rather than how was the work of one point, to be able to see the "media of the beginning", it was interesting. Been burned out in the war, or to Tokyo with a cigarette was a specialty of the local Satsuma, went a successful business with all kinds of advertising methods from all of the zero state ..., it says to have been overwhelmed by the power, I got a good stimulus. Magazine ads nor poster billboard newspaper, but something taken for granted and there is now, I will make up a kind of new media, I think we can still a lot of fun, feeling myself, and I want try to build up a new media Did. In terms of the exhibit, for example, every time to see the mark of the bright red clothes and Tengu that had been favored, and "What can I had come up with such a thing?", Was forced to imagine a story that is in the back, such a view it also was the place where you can enjoy Unlike normal exhibition can be.

- Sense of as Matsudaira Iwatani of advertising shop was how?Well, once you say frankly, I think that actually was not doing so much creative thing I Iwatani is (laughs). Rather, speaking the design thing, or was better Murai Brothers Shokai was a rival of Iwatani Do, and. The Iwatani against it, production nor sales also undertake also all promotional planning, but it is so to speak, one person advertising agency. Than say what the bits and pieces to design, dyed-in-the-wool-process people type. And yet, the underlying, we want to pursue a profit, Tteyuu want to make money, have strongly part of as a merchant. As a tool for that, there is a cigarette, I will wonder there has been advertising.

But it is not it should be quite negative, but it is taken for granted as a human being rather. Recently, I have been told Toka's design boom, most people, are discarded at the calm Nante design when neededI think that cormorants (laughs). Some people have been in occupation of the Toka creator Toka designer, after all, Toka want to earn, Toka want Mote, Toka want to be praised, have an essentially such vulgar part, those things are taken very strong driving force it should have, But there is also It should be a direct view, everyone is too unconscious. Quiet Mitomere I wish I had, a look at the exciting way of life of Iwatani, I was think so again.

- In even the alphabet series Sato himself, but it was the cigarette package design?The Tteyuu create an entirely new brand in JT is, there was little in recent years, it was that unusual. Now, have been poured strict line of sight to tobacco as the movement of the world, it is said that the timing of the JT also reform. I have itself to make a tobacco advertising has become a difficult situation, that's why, I think that is also the show office of the arm of as a creator. Wonder if it precisely, such as the Iwatani, not it can many gimmick person. In that sense, I'm in the alphabet series is try Toka box of sliding, Toka attention to design, the possibility of a new cigarette.

- The commitment in terms of the advertising design? First of all, to recognize the difference of the medium. TV and paper, as in the net and the radio, of course Different media, appropriate also different method of representation. But, in the world, there even well to Tteyuu was ignored advertising. For example, something theatrical posters, is not it is often possible to use the face photo of the performer? But, it is not at all as a poster, not a superior. I mean, like that of "Your smile is, because you look at the theater," I do not think (laughs)? The smile of an actor to see on the stage of raw, it because it is there is no reason come true smile of the printed plane on top of the paper. Once was, or was the spirit of the work, the Dattari sentence of speech, or be represented by plane how to, to you should think about the fact that, in what when the conversion went very well, recipient and sympathy I think that I can give me work.

The other one point, you Tteyuu should know the premise that advertising material = is mass production. For example, if there is one piece of the picture, even though it was a good work, if you try to emergency advertising material, do not need to increase the number, that is, but it is not put a print. So when you make the ad, rather than stick to the original picture of perfection, by making the print, whether cut - to express the real good of the work, I think that I'm important to the identify.- Do you want to the future, create a kind of works? Feeling that I want to make a much remaining work in the world, you of course. But, since it has also been found for that not to be made to such simple .... But you do want to create a universal thing is a sound argument, is not just too caught in it, it does not make the work to beat the human mind. So, when you make a work, not think about too much wherever, you are only doing short-sighted. You know what you are popular in the world now, in that, I enjoy it myself, like come to thrill, believe in the realistic sense.

At the same, in fact I am, terribly good at creating the original ones from among their own. So, Toka Toka movie music, it's your interesting thing and the world is always thinking, "How to Connect". If to play around with some of the interest, I think something is going to occur, even in the Iwatani, happens when there is a cigarette of the local specialty, is good business one after another while you are trying in various ways with it I think went flows in the direction.

It necessary in the future of the advertising industry, once so Iwatani did, design, and aesthetics such as art, I think it 's not be considered by connecting the desire, such as business and profits.
■ profile
Naoki Sato (Sato, Naoki) Mr.
Born in 1961. Hokkaido University after graduation, learn the education sociology at Shinshu University. After passing through a variety of occupations to edit from physical labor, he became art director in 94 years, "Wired" Japan version launched. Independence through the creative director of the magazine. Established the Corporation Soi graphical in 96 years, the transition to the Corporation Asyl design in 98 years. 04 Asyl crack Co., Ltd. established to focus on planning in order to extend the active region in years. Kinokuniya "hundred years of folly" in Tokyo ADC Award 2002, 2003, New York ADC Silver In addition, the award-winning at home and abroad. Currently, Tama Art University Artistic Expression Department of Design, Department of Associate Professor.

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