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(320) .,-+ ( ,**. ). Abstract. What Are Magazines Telling Us? +. Shigeyoshi ISOBE The magazine Kirei ni naritai (I want to be pretty), making bold and unequivocal use of women’s desire in its title, was founded in +33/, ceasing publication four and a half years later. The present study performs a qualitative and quantitative analysis on the articles in this magazine, using a prescribed set of classification criteria, in order to determine a concrete image of “prettiness,” both conceptually and as an object of mass desire. The articles are broadly classified as those concerned with “requirements for being pretty,” and those dealing with “methods for becoming pretty.” The former suggest a slim figure, slender legs, a small face, large, double-lidded eyes, elegant lips, smooth, velvety, transparently white skin, cute hips, and so forth, as desirable characteristics. Such factors are part of our concrete image of being pretty, and are the basis of a collective image of desire for people in the present moment. Taking into account matters such as seasons and current trends, we are shown how, with a little e#ort, we, too, can look “pretty.”. 94.
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