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ID882
NameAdvertisements on Municipal Roads, Footpaths, etc - General - 3 - Advertising Ballons, Kites, etc. - D.B. Sparks c/o Whiteaways.
TitleD.B. Sparks c/o Whiteaways: Advertising Balloons (refused)
Year1935
AuthorSparks, D.B.; Public Works Department, Shanghai Municipal Council (SMC)
CollectionShanghai Municipal Archives (SMA)
Sub collectionShanghai Municipal Council (SMC)
Reference NumberU1-14-3271 (1631-1638).
Repository typeArchive
Description

Advertisements on Municipal Roads, Footpaths, etc - General - 3 - Advertising Ballons, Kites, etc. - D.B. Sparks c/o Whiteaways. 1935. SMA (SMC), U1-14-3271 (1631-1638).

 

Letter to Acting Secretary from D.B. Sparks - requesting permission to use advertising balloons. Shanghai, August 31, 1935. SMA (SMC), U1-14-3271 (1631).

A number of leading mercantile concerns have approached me for information regarding "Advertising Balloons" which are frequently used in various cities throughout the world as an advertising novelty with thought that the display of similar balloons in Shanghai would at this dismal time of business depression create widespread interest and assist in boosting trade. My clients have requested me to obtain permisson from the Shanghai Municipal Council for the flying of such advertising balloons, prior to confirmation of their orders. / It is proposed to float not more that siw balloons at any one time in Shanghai, each in different sections of the city, to be raised from the top of our clients' buildings to a height of 300 feet. Balloons will be seculrely anchored, so that there will be no danger of their blowing away, nor of fire risk. / The idea of these advertising balloons, as stated above, will be solely for the purpose of a new and unique medium of advertising, and reason to suppose that they would create any disturbance as their use believe that anything which can be done at the present time to create or attract trade, would be serving a useful purpose towards breaking the business depression with which retail merchants, especially are now faced, and towards this end it is hoped that the Council will grant its permission for the flying of such balloons. I am ataching hereto a letter from one of the leading Department Stores in the city, indicating their belief in the project. / We should suggest that permission be granted to us to bring in as a trial experiment one balllon only at this time, and that floating be done under the supervision of the police and fire departments. In the event that this should be successful, as we have every reason to believe that it will, we should desre to secure further permission for other similar ballonns. But as stated above, we do not anticipate that there would be more that six balloons at aony time and then they would be in different parts of the city. / (p.2/2) Should you desire more detailed information regarding the type and character of the balloons we shall be glad to furnish it. In the meawhile, we trust that we may have the Council's cooperation and permission in this undertaking.  

Letter to D.B. Sparks from Whiteaway, Laidlaw & Company, Limited, requesting D.B. Sparks to persuade the Council to permit the use of advertising balloons. Shanghai, August 28, 1935. SMA (SMC), U1-14-3271 (1632). 

In regard to your suggestion of Balloon Advertising we have considered the matter and think the idea quite a good one and trust you will be able to persuade the Municipal Authorities to give their permission, as anything that will assist to boost business in these depressing times will be as much to their benefit as ours. 

Commissioner of Public Works to Acting Secretary - Advertising Ballons - Letter from D.B. Sparks dated August 31, 1935. Shanghai, September 3, 1935. SMA (SMC), U1-14-3271 (1633).

Similar applications have always been opposed by this Department and I have nothing to add to this Departments" comment dated 30/10/34 on a similar proposal.  

Commissioner of Police to Acting Secretary - Balloon Advertising. Shanghai, September 5, 1935. SMA (SMC), U1-14-3271 (1634). 

In view of the obstruction to pedestrian traffic and the diversion of motor vehicle drivers attention that would be caused by this form of advertising I have to recommend that the necessary permission be refused. 

Report to Acting Secretary from Fire Brigade - Chief Officer - Advertising Ballons Ref. M13/7. Shanghai, September 11, 1935. SMA (SMC), U1-14-3271 (1635).

In reference to your letter dated August 31, 1935, from Mr. D.B. Sparks and one attached from Mr. W.J. Ward, Manager of Messrs Whiteaway, Laidlaw & Company, Limited, copies of which have been received by ths Department for comment: 1. In the letter under review details regarding the type of ballons to be used, motive powers, ie. gas for lifting and method of anchoring etc. have not been given, though apparently can be suppled if desired and therefore, in the absence of the foregoging, I would report as under: 2. If hydrogen and coal gas is used for lifting purposes (the latter being sometimes used for cheapness though requires a larger envlope) there is definitely a potential fire and/or explosion risk, not only to the balloons itself but also to the inflating apparatus. 3. If "helium" gas is used this danger would be absent. 4. In Shanghai the majority of the electric wiring is exposed and, in addition, overhead wires for trams and trackless cars are found on most main roads, consequently hese are, in my opinion, an added danger to the Settlement community and property if balloons are allowed. / 5. Should a balloon get out of control and become entangled with any of the electric wiring systems or tall buildings, or both, even if it did not cause a fire or explosion it would probably lead to a temporary dislocation of traffic. 6. The use of balloons in such a congested area as Central District is not recommended, though for lage open spaces, from a fire point of view, it might be fairly safe, but such a condition in Shanghai hard to find. 

Memorandum to Watch Committee from Secretary - Dated September 16, 1935 - Advertising Balloons. Shanghai, September 16, 1935. SMA (SMC), U1-14-3271 (1636).

The attached correspondence has relation to an application to introduce advertising balloons. The application by Mr. D.B. Sparks asserts that a number of leading mercantile concerns are interested in the proposition as a special advertising medium at a time of exceptionnal business depression. The proposal is first to introduce one balloon as an experiemnt and to float same under supervision of Municipal departments. Should the experiment satisfy the departments, other balloons, not exceeding a total of six at aony one time, would be introduced to be floated in different parts of the city. The application cites their use in other Asiatic countries. It is understood that they are permitted in Osaka and Tokyo. / The departmental are all in opposition ot the proposal. In view of the cost of helium gas its use is unlikely. Mr. Sparks has informed me that helium gas is not procurable locally. These objections are summarised in the attached letter of November 15, 1934, conveying the Wath Committee's and the Council's disapproval of a similar application. / Though the application contemplates limitation of te numbers of such balloons, presumabl this is intended to be infavour of Mr. Sparks only. If the Council decided upon a total limitation of siw for the whole of the Settlement, the errect would be to confer a monopoly on Mr. Sparks. Yet some limitation would be essential. It would however seem uncessessary at this stage to anticipate this difficult and doubtless if balloons are permitted, limitation could be prescribed and permits issued in order of application after public notice had been given. 

Letter to D.B. Sparks from Secretary. Shanghai, October 3, 1935. SMA (SMC), U1-14-3271 (1637).

I have to akcnowledge the receipt of your letter of August 31, submitting on behalf of a number of mercantile concerns a proposition to introduce advertising ballons, to be floated in different parts of the city. / In reply, I have to inform you that the use in the Settlement of such balloons is considered objectionable. Among the objections are those of the danger of fire and explosion attendant upon the use of inflammagle gas for inflation purposes, possible entanglement with buildings and electric wires, diversion of the attention of drivers of vehicles and the formation of groups of onlookers in the already congested streets to the obstruction of pedestrian and other traffic. / In view of these objections, I have to inform you that the Council has reaffirmed its decision, made in respect of a previous application, to refuse its sanction to the introduction of advertising balloons. 

Advertising Balloons - Extract from Municipal Gazette - "Advertising Balloons" -  dated October 11, 1935. Shanghai, October 11, 1935. SMA (SMC), U1-14-3271 (1638).

The Watch Committee of the Council recently considered an application form Mr. D.B. Sparks on behalf of various mercantile concerns, for permission ot introduce advertising ballons in the Settlement. Departments reports submitted were all in opposition fo the proposal on the grounds of the danger of fire of explosion trhough escaping gas, the possibility of entanglement with oerhead wires, adn traffic problems owing to the diversion of drivesr and pedestrians attention from the roadways in busy areas. 
A similar application was before the Committee in November, 1934, when the position was investigated and the proposal was consdered objectionable. Following discussion, the Comittee recommended that the Council reaffimr its previous decision that the flying of balloons for advertising pruposes was objectionable and the Mr. Sparks be informed that his applciation could not be entertained. 
The Council on Wednesday adopted this recommendation. 
 

Keywordsballoon ; International Settlement ; eccentric ; aerial ; foreign settlement ; outdoor advertising ; safety ; fire ; traffic obstruction ;
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