to architectural historian Shoichi Inoue, the practice of "scoring" a glimpse up young women's skirts became extremely popular around this period; "Magazines of the time have articles telling the best places where panties could be viewed". Inoue also writes that actress Mitsuyo Asaka spurred the popularity of the word (, the thrill of catching a brief glimpse of a women's nether regions) by parting her kimono to show off her legs in her stage shows in the late 1950s. In 1969, the Japanese oil company Maruzen Sekiyū released a television commercial featuring Rosa Ogawa in a mini-skirt that gets blown up by the wind and her lips forming an 'O' in surprise. This led to children imitating her line "" ("", "too much, radical"), and a fad for (, flipping up of a girl's skirt). Ogawa subsequently appeared in a TV show, (, literally "look at that," but actually a pun on "", a Neapolitan song translating to "my sunshine") that again featured scenes of her mini-skirt blowing up. By the late 1960s, panchira had spread to the mainstream comic industry, as fledgling manga artists such as Go Nagai began exploring sexual imagery in boys' comics (shōnen manga). Adult manga magazines had existed since 1956 (e.g. Weekly Manga Times), but it is significant to note the introduction of sexual imagery into boys manga. Millegan argues that the ecchi genre of the 1970s rose to fill a void left by the decline of Osaka's lending library network: Japanese comics did not seriously begin exploring erotic themes until the sixties, with the collapse of the pay-library system (largely brought about by the unexpected success of cheap comic magazines such as Kodansha Publishing's Shōnen Magazine). Artists working for the pay-library system had already pioneered the depiction of graphic violence, and had proudly declared that they were drawing ("drama pictures"), not mere comics. In the search for realism (and readers), it was inevitable that sex would soon make an appearance. As the Japanese comics market diversified, sex spread beyond the to just about every conceivable niche in the marketplace. The continued their realistic and often violent depictions, but the other major divisions in the manga world developed their own approach. Boys' comics began to explore "cute" sex, mainly consisting of panchira ("panty shots") and girls in showers. Academic perspectives Generalized perspective A generalized perspective is provided by Mio Bryce's analysis of classroom imagery in