Japan Promotes Austerity, 1940

From Japan, 1941: Countdown to Infamy, by Eri Hotta (Vintage, 2013), pp. 22-23: The deglamorization of city life signified the resounding triumph of a publicity campaign to promote nationwide austerity—prompted by the prolongation of Japanese military engagement in China—that started in the summer of 1940. Fifteen hundred signs bearing slogans such as “A True Japanese Cannot Afford to Be Indulgent” and “Luxury Is the Enemy” (Zeitaku wa Tekida) were put up all over Tokyo (though the insertion of one syllable by a graffitist often turned the latter phrase into “Luxury Is Wonderful” [Zeitaku wa Su-Tekida]). Volunteers from patriotic women’s associations took to the streets, leading this campaign. These righteous women admonished those who, in their vigilant eyes, wore the kind of lavish clothes they themselves had given up, and they handed out note cards asking them to “please exercise self-restraint.” Women who wore permed hairdos, rings, nail polish, lipstick, or gold-rimmed glasses…