Serialisation of Japanese Prints as a Marketing Tool

Selection of Prints: Famous Views of Edo
Third Thursday Lecture - Sainsbury Institute

Thursday 19 September, 2013
6:00pm BST

Norwich Cathedral Hostry (Weston Room), Norwich NR1 4EH


Matthi Forrer (Curator, National Museum of Ethnology, Leiden)

Every Third Thursday of the month, the Sainsbury Institute for the Study of Japanese Arts and Cultures hosts a lecture on a topic related to the art and culture of Japan. Talks begin at 6pm (50-minute lecture followed by refreshments). Speakers are all specialists in their field and the talks are intended to be accessible to those with no prior knowledge of Japanese history.

Admission is free and all are welcome.

Booking essential. To book a seat email us at or fax 01603 625011 up to two days before the lecture stating your name, number of seats required and a contact number. Unless indicated otherwise the lectures are held at the Norwich Cathedral Hostry (Weston Room), Norwich NR1 4EH. The Third Thursday Lecture series is funded by the Great Britain Sasakawa Foundation and the Robert and Lisa Sainsbury Charitable Trust.

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About the Lecture

There is a world of difference between the Hokusai landscape prints of the 1830s and Hiroshige’s landscape prints of the 1840s and 1850s. The reason for this is that the economic flowering of the Bunka-Bunsei Periods (1804-30) was followed by a strong economic crisis. By the time the publishing of prints was resumed, from 1842 onwards, the publishing world had also dramatically changed. As the Guilds were obliged to open up and admit just almost anybody, those that had survived were joined by a large group of mostly inexperienced publishers. In order to carry on, they had to come up with new marketing policies. By the 1850s, they came to realise that serialisation might offer one way to make it, the formation of consortiums being another way. In any event, this would change the world of Japanese prints in the latter half of the 19th century greatly.

Future Lectures

17 October 2013
Shunga: An Invitation to Pleasure?
Tim Clark
Curator, The British Museum, London

21 November 2013 | Toshiba Lectures in Japanese Art
Tokugawa Japan: The Priest
Richard Bowring
Emeritus Professor of Japanese Studies, University of Cambridge

Image: Selection of Prints: Famous Views of Edo

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