Drawing card - Hikifuda

A form of advertising in the Edo period. It is equivalent to today's chirashi and flyers. It is said to have started around the Genroku period (1688-1704) when people printed and distributed signs advertising discounts, and later came to be widely used to announce store openings and renovations and to introduce products. In addition to distributing them to specific customers, they were also distributed on the streets, sometimes using specialized flyers. The Echigoya kimono store in Edo is said to have distributed signs within a radius of 10 ri (10 km). Some stores had popular comic writers write the advertising text and printed flowers and birds in color on the sketches.

[Fumio Inagaki]

Source: Shogakukan Encyclopedia Nipponica About Encyclopedia Nipponica Information | Legend

江戸時代の宣伝広告の一形式。今日(こんにち)のちらし、ビラにあたる。元禄(げんろく)（1688～1704）のころ、安売りの宣伝札を印刷して配ったことに始まるといわれ、のちに開店、改築の披露や商品の紹介にも広く利用された。特定の顧客に配布するほか、街頭で配り、これには専門のひろめ屋を使うことがあった。江戸の越後(えちご)屋呉服店では十里四方に引札を配ったという。人気戯作(げさく)者に宣伝文を書かせ、下絵に色刷りで花鳥を入れる店もあった。

［稲垣史生］

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