Here is an ad for "Tengu Tobacco," i.e., Tengu brand cigarettes from 1908. Obviously, it employs female nudity to attract attention. But why the tengu? The logic goes like this: First, tobacco is an exotic, foreign product (not really--it had been cultivated in Japan *since the sixteenth century*--but it was positioned as "exotic" and "foreign" by its modern marketers). Therefore, it is associated with the "long-nosed people." Hence, the name Tengu. The tengu depicted here, of course, hardly looks like much of a monster.
(Incidentally, this same kind of logic is why today in the UNited States we have condom brands with names like #Sheik# or #Ramses#--basic Orientalism, which is also is the logic behind Camel cigarettes. Coffee, too, was once vigorously marketed as an exotic product of far-off lands, often located in the "Orient." An interesting case involving Japan is the brand of coffee called Red Gate. The red gate is a red torii, with Mt. Fuji in the background--*see poster.* Why Japan? Because it is the farthest part of the "Far East." In other words, coffee is an exotic, Oriental product and Japan is an exotic Oriental land. Does Japan produce coffee? No.)