This 1937 adveritisement represents a 'moga' or 'modern girl' as envisaged in Japan in the 1930s. Taken from the Weekly Asahi (Rising Sun), the beauty seen here can not be other than a platinum blonde as in the Hollywood movies, representing a contemporaneous enthusiasm for the West and its standards.

'Moga' [?Ｕ??] is a Japanese term for modern girl from the 1920s (mobo [?Ｕ?] is the male term for modern boy) appeared in the Taish繫 period [憭扳迤???誨 Taishou jidai