Beyond Akogare: The White Female in Japanese Underwear Advertisements
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This paper examines the ways in which the “white body” has been constructed in Japanese underwear advertisements, as well as the emotions that may circulate in relation to these images. After presenting an overview of previous academic literature on whiteness in Japan, I argue that promotional material which does not go through major mass media channels can offer us useful insights into how Japanese culture regards white bodies. In underwear catalogues, the female white body is used in ways that are congruent with Japanese body aesthetics, tending to avoid an overly sexualized depiction of the female form. Furthermore, an analysis of the reception of these advertisements reveals how representations of the white body elicit feelings that go beyond desire (akogare). Admiration for the physical form of non-Japanese models is in fact enmeshed with a sort of emotional distance that makes it harder for the female audience to compare the white body with their own bodies as well as to imagine it as an object of sexual desire. This paper comprises part of a larger study on the ways emotions towards racialized bodies circulate on the Japanese archipelago. An analysis of the workings of these affective economies might provide an insight into how racialized knowledges operate throughout daily life practices.
Abstract
This paper examines the ways in which the “white body” has been constructed in Japanese underwear advertisements, as well as the emotions that may circulate in relation to these images. After presenting an overview of previous academic literature on whiteness in Japan, I argue that promotional material which does not go through major mass media channels can offer us useful insights into how Japanese culture regards white bodies. In underwear catalogues, the female white body is used in ways that are congruent with Japanese body aesthetics, tending to avoid an overly sexualized depiction of the female form. Furthermore, an analysis of the reception of these advertisements reveals how representations of the white body elicit feelings that go beyond desire (akogare). Admiration for the physical form of non-Japanese models is in fact enmeshed with a sort of emotional distance that makes it harder for the female audience to compare the white body with their own bodies as well as to imagine it as an object of sexual desire. This paper comprises part of a larger study on the ways emotions towards racialized bodies circulate on the Japanese archipelago. An analysis of the workings of these affective economies might provide an insight into how racialized knowledges operate throughout daily life practices.
참고문헌 (22)
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