The marketers also appealed to the homemakers’ new sense of identity “as a culinary professional”. Ajinomoto was sold in slender glass bottles that resembled perfume holders. Its advertisements depicted a woman sporting a white apron and a Western-influenced sokutatsu hairstyle. Making the seasoning accessibleĪccording to historian Jordan Sand, the company used several tactics to catch their fancy. ![]() But Japanese women, who would regard frugality as a necessary virtue, would find it difficult to regard Ajinomoto as necessary for their kitchens. Finding very little success amongst restaurants, the company began targeting homemakers. Sen is a hundredth of a yen, the Japanese currency, and a 14-gram Ajinomoto bottle sold for 50 sen). According to the company’s own admission, a cup of soba noodles and broth at the time sold for 3 sen. Moreover, all of Suzuki’s marketing couldn’t cloud the fact that Ajinomoto was expensive. ![]() Also in Explained | US basketball star freed in prisoner swap with Russia: What is the Brittney Griner caseīut the production process would corrode the vessels.
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