Toyoko Sato

List of John Benjamins publications in which Toyoko Sato is involved.

Article

Sato, Toyoko 2011 Representation of desire and femininity: The advertisement in late-modern consumer culture of Japan Living with Patriarchy: Discursive constructions of gendered subjects across cultures, Majstorović, Danijela and Inger Lassen (eds.), pp. 145–167 | Article

This paper proceeds as a case discourse analysis of a singularly important 1988 advertising campaign, “Hoshii mono ga hoshii wa” (I want what I want) for the Seibu Department Stores, an energetic driving force of Japan’s taste culture. Although the campaign is more than 20 years old, it remains one… read more