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Hokusai's Great WaveBiography of a Global Icon$
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Christine M. E. Guth

Print publication date: 2015

Print ISBN-13: 9780824839598

Published to Hawaii Scholarship Online: November 2016

DOI: 10.21313/hawaii/9780824839598.001.0001

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Lifestyle Branding

Lifestyle Branding

(p.137) Chapter 4 Lifestyle Branding
Hokusai's Great Wave

Christine M. E. Guth

University of Hawai'i Press

This chapter looks at the diffusion of “The Great Wave” through a range of goods, beginning with museum merchandise, where its ties to the authority of Hokusai’s woodcut are most important, through food, drink, and dress to sporting and leisure goods, where its representational value as a mark of authenticity of the other has been molded chiefly in opposition to local mainstream cultures, even by multi-national corporations. The focus is on everyday, mass-produced goods in the late twentieth and first decade of the twenty-first centuries.

Keywords:   Recursivity, alterity, authenticity, masterpiece merchandise, aspirational lifestyles, branding, deterritorialization, Giant Robot, Cool Japan, iconicity

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