{"id":"showa-modern","no":410,"name":"Shōwa Modern","ja":"昭和モダン","era":"1920s–1930s","family":"広告ポスター","kind":"スタイル","collection":"Dictionary expansion 22","addedAt":"2026-08-18","source":{"title":"宇都宮美術館（杉浦非水コレクション）","url":"https://u-moa.jp/"},"reference":{"status":"verified","pageUrl":"https://u-moa.jp/","credit":"宇都宮美術館（杉浦非水コレクション）","gallery":[{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/Sugiura%20Hisui%20Tokyo%20Subway%201927%20poster.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:Sugiura%20Hisui%20Tokyo%20Subway%201927%20poster.jpg","credit":"杉浦非水 東京地下鉄道ポスター 1927 — Wikimedia Commons / Public domain"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/Minamimansh%C5%AB%20Tetsud%C5%8D%20Poster%20by%20Hisui%20Sugiura.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:Minamimansh%C5%AB%20Tetsud%C5%8D%20Poster%20by%20Hisui%20Sugiura.jpg","credit":"南満洲鉄道ポスター — Wikimedia Commons / Public domain"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/JOAK%20Poster%20by%20Hisui%20Sugiura.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:JOAK%20Poster%20by%20Hisui%20Sugiura.jpg","credit":"JOAKポスター — Wikimedia Commons / Public domain"}]},"essence":"杉浦非水の三越・地下鉄ポスターに代表される、戦前日本の商業モダニズム。アール・デコと日本画の折衷、モダンガールの都会、洗練されたレタリングが、消費文化の夜明けを描いた。","cues":["デコと日本画の折衷","モダンガールの都会","図案化されたレタリング","百貨店と交通の題材"],"intents":["高揚","高級","懐かしさ"],"works":["百貨店や催事の告知を、商品でなく都市の気分で売りたいとき","鉄道や観光の広告に、出かける高揚を一枚で持たせたいとき"],"recipe":{"type":"仮名を図案化して太らせ、欧文と混ぜず縦組みで置く","layout":"人物を上半身だけ大きく取り、背景は幾何の帯で整理する","material":"平面色に日本画の顔料の濁りを残し、輪郭は細い線で締める"},"avoid":"デコの飾りと着物を並べるだけでは、当時の都会の新しさが消え、時代物の意匠に見える。","colors":["#eed09d","#a73737","#241a25"],"motif":"graphic","pair":["art-deco","angura-poster"],"study":["杉浦非水と三越","『NIPPON』誌と名取洋之助","戦前商業美術の再評価"],"en":{"essence":"Prewar Japan's commercial modernism, typified by Sugiura Hisui's Mitsukoshi and subway posters: Deco crossed with nihonga, the modern girl's city and refined lettering drawing the dawn of consumer culture.","cues":["Deco crossed with nihonga","The modern girl's city","Stylized lettering","Department stores and transit"],"works":["Department store and event bills selling a city mood, not merchandise","Rail and tourism advertising that must carry the lift of going out"],"recipe":{"type":"Kana stylized and thickened, set vertically without Latin mixed in","layout":"A figure cropped to the torso, background ordered by geometric bands","material":"Flat color holding nihonga pigment murk, contours tightened by thin line"},"avoid":"Setting Deco ornament beside a kimono without the newness that city once had produces a period costume rather than a modern poster.","study":["Sugiura Hisui and Mitsukoshi","NIPPON magazine and Natori Yōnosuke","the reappraisal of prewar commercial art"]},"links":{"page":"https://indexstyle.org/styles/showa-modern","json":"https://indexstyle.org/api/styles/showa-modern","designSpec":"https://indexstyle.org/styles/showa-modern/design.md","imagePrompt":"https://indexstyle.org/styles/showa-modern/prompt.txt"},"usage":{"license":"CC-BY-4.0","licenseName":"Creative Commons Attribution 4.0 International","licenseUrl":"https://creativecommons.org/licenses/by/4.0/","attribution":"IndexStyle — https://indexstyle.org","attributionUrl":"https://indexstyle.org","scope":"Original IndexStyle text and structured data. Reference images, quoted works, and third-party material are excluded and retain their own rights."}}