1941
Advertising "assemblages" 1938-1943
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Shorter texts
      More efficient titles or slogans
      Realistic images of the package/product
      Decline of figurative illustrations
      Opening of borders
      Creative play on typography
      Creative play on contrasts
    Discursive styles
      Residual hyperbolic style
        Superlative tone
        Brand names
      Declining yet still important rational style
        Brief description of the product qualities
      Prominent emotional style
        Appealing and lively illustrations
          Decline of sexy women figures
          Cute children and ideal family scenes
          New male: figures of businessmen, employees and dandies
        Appeal to the senses and emotions
          Rich and refined lexical field related to vision, taste and touch
          Alternance between positive (joy, happiness) and negative (fear, pain) emotions
    Appeals
      Health
      Taste
      Sex/Beauty
      Child/Youth
      Happiness
      Safety
  System/configuration of actors (P3, P4)
    Advertising agents/professionals
      Decline of foreign agencies after 1937 and above all 1941
      Gradual process of catch-up by Chinese agents
    Business sectors, advertised goods or services, advertisers and brandnames
      Beauty/Appearance
        RICHARD HUDNUT [Warner-Hudnut & Company, Federal Inc., U. S. A.] 華納公司 [美商三花公司]
        Association of Shanghai handkerchief manufacturers 上海市手帕踏邊代工同業
        TIN SING DYEING AND WEAVING COMPANY 鼎新染織廠股份有限公司
        Wing On Cotton Factory 永安紗廠
        WING ON TEXTILE MANUFACTURING COMPANY 永安紡織股份有限公司
        YUNG FOONG COTTON COMPANY 榮豐紡織公司
        Zhentai cotton factory 振泰紗廠
        上海市漂染整理襪業同業公會
        華商紗布交易所股份有限公司 ［上海］
        利生製針厰
        RAZON TRADING COMPANY
      Culture
        Ｓ.Ｍ.Ｅ.Ｃ.
        WING ON PHOTO STUDIO 永安攝影室
        立德中學
        濱海中學
        粤東中學
        中華書局
        中國職業補習學校
        中職業學校
        中國無綫電工程學校
        上海幼稚師範中學女子部小學
        勵志英文夜校
        復旦公學
        大夏大學
        大夏大學附設大夏中學
        江蘇省立敎育學院
        光華大學
        康元製罐廠
        中國醫學專修館
        明學院
        同德中學
        輔仁中學
        稽山中學
        省立南通中學
        新民中學
        育英中學
        江蘇南菁中學
        光夏中學曁光厦小學
        三育中學
        大經中小學
        中華中學曁小學
        心靈科學書局
        新北中學
        新人小學
        愛國女子中學
        三吳大學
        上海各學校
        上海法學院
        上海女子中學曁師
        上海工程專科學校
        上海法政學院
        申報
        韋榮主編
        無錫師範學校
        無錫國學專修學校
        靑年中學曁小學
        松光中學
        華華中學
        正光中學
        大中中學
        滬光中學
        師承中學
        國强中學
        國强小學
        明中學曁小學
        錢業中小學
        證劵業小學
        華英女子中學曁小學
        益友業餘補習學校
        聖芳濟學院
        久女子中學
        大德髙級助産職業學校
        中華職業敎育社
        苐四中華職業補習學校
        立信會計專科學校
        鄔鵬律師證明
        文生氏高等英文專門學校
        上海婦女補習學校
        亞達無綫電公司
        新華自來水筆製造廠
        INNISS & RIDDLE (CHINA), LTD.
        ELECTRIC AND MUSICAL INDUSTRIES (China), LTD.
      Engineering/Industry
        源豐鞋料五金號
        江南水泥
        中國顔料廠
        雲飛汽車
        KAILAN MINING ADMINISTRATION
        ROSOLD, ARCHITECT
        BILLS MOTORS, FEDERAL INCORPORATED, U.S.A
        FORD HIRE SERVICE, FEDERAL INC. U.S.A.
        MOODY, MARK L., FED. INC., U.S.A.
        TAYLOR GARAGE, LIMITED
      Finance
        BANK OF CHINA
        CHINESE BANK
        CONTINENTAL BANK
        Huizhong Commercial & Savings Bank
        NATIONAL COMMERCIAL BANK, LIMITED [THE]
        SHANGHAI BANK
        永亨銀行
        國華銀行
        HARDOON & COMPANY
        Chung Hwa Funeral Directors 中華殯儀館
        Da Hwa Funeral Directors 大華殯儀館
        Happy Garden Funeral Home 樂園殯儀舘
        恒昌湘記銀號
        一大銀公司
        華商永昌股票公司
        通易信託股份有限公司
        蘭因里房產
        興泰蛋行股份有限公司
        國泰蛋業公司
        沈孝祥律師
        王耀堂律師
        李文杰律師
        金湛律師証明
        孫傳暉律師
        鄭保華律師
        江蘇上海第一特區地方法院
        亞西亞廣告公司
        BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
        HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
        LEVY & COMPANY, S.E.
        MERCANTILE BANK OF INDIA, LIMITED [THE]
        NEDERLANDSCH INDISCHE HANDELSBAN, N.V.
        NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
        SWAN, CULBERTSON & FRITZ
        HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
        AMERICAN ASIATIC UNDERWRITERS
        OCEAN ACCIDENT & GUARANTEE CORPORATION, LIMITED [THE]
        SPARKE INSURANCE OFFICE, C.E.
        WORLD AUXILIARY INSURANCE CORPORATION, LIMITED [THE]
        MOORE & COMPANY, L., LIMITED
        NOEL, MURRAY & CO. LIMITED
      Health/Hygiene
        BURROUGHS WELLCOME & COMPANY
        De Witt & Company, Ltd., E. C.
        INTERNATIONAL DISPENSARY
        FOSTER-MCCLELLAN COMPANY
        GREAT CHINA DISPENSARY
        HEALTH PRODUCTS CORPORATION [NEWARK, N.J., U.S.A]
        Min-Yee Chemical & Pharmaceutical Works
        NEW ASIATIC CHEMICAL WORKS 新亞藥廠 [新亞血清廠製造]
        NEW STAR RESEARCH LABORATORIES [NS] 新星西藥行無限公司
        Sean You Zoo & Company 三友實業社
        SINE LABORATORY 信誼藥廠
        TAIHE DISPENSARY 太和大藥房
        北平藥局
        天平化學製藥廠
        JIANG SHUZHONG, DR.
        YAO JUYAN, DR. [EXPERT IN VENERAL DISEASES] 姚菊巖醫師 [白濁性病專家]
        中國瘋病醫院 [上海瘋人院]
        屠企華醫師
        中國戒煙療養院
        寧民藥社
        廣東冼種福堂
        松江漴缺鄉徐湯
        永豐銅錫號
        唐太平 [醫學博士]
        大生三廠
        戴德醫師[白濁花柳專科]
        上海内科兒科醫院
        樂仁醫院
        私立廣澄髙級藥學職業學校
        HEALTH-RAYS LIMITED
        KASSOFF, DR. J., M.D. [Berlin and New York Clinics]
        GILLETTE COMPANY [THE]
        KOLYNOS COMPANY [JENKINS, N.S.]
        PARKES & COMPANY, G.H.
        CHINESE OPTICAL COMPANY
      Leisure/Pleasure
        CAPITOL THEATRE
        CATHAY THEATRE
        DOUMER THEATRE
        GOLDEN GATE THEATRE
        GRAND THEATRE
        METROPOL THEATRE
        ROXY THEATRE
        UPTOWN THEATRE [PING'AN THEATRE]
        HWA CHING TOBACCO COMPANY, LIMITED
        NANYANG BROTHERS TOBACCO COMPANY
        ASTOR THEATRE
        CARLTON THEATRE
        CRYSTAL THEATRE
        DAWUTAI DACING HALL
        EMPIRE THEATRE
        GENGXIN DANCING HALL
        GONGWUTAI CINEMA
        Great China Theater 大中華劇場
        GUANGHUA THEATRE
        JIUXING THEATRE
        LAFAYETTE MOVIE THEATRE
        LYRIC THEATRE
        MINGXING THEATRE
        OMON THEATRE 亞蒙大戯院
        PALACE THEATRE
        PARIS THEATRE
        RIALTO THEATRE
        SHANXI THEATRE
        STRAND THEATRE
        SUN SUN COMPANY
        TIANCHAN DANCING HALL
        VENUS THEATRE
        WESTERN THEATRE [XIHAI THEATRE]
        ZHEJIANG THEATRE
        Yiwentai Dancing Hall 伊文泰舞廳
        GREAT WORLD
        ZHANG GARDEN
        Grand Hotel des Wagons-Lits, Ltd. 六國飯店
        HOTEL PACIFIC
        冶兒劇團
        大滬
        金都
        國聯
        寗波同鄉會
        新都
        新樂宮
        璇宫
        金星公司
        CALDBECK, MACGREGOR & CO., LTD.
        FARIMEX DISTILLING WORKS
        A.A. [??] NIGHT CLUB
        BALALAIKA
        BLACK CAT CAFE
        COSMO CLUB
        LYCEUM THEATRE
        NANKING THEATRE
        ROXY NIGHT CLUB [ROXY THEATRE]
        TOWER, THE [CATHAY HOTELS, LTD.]
        WARNER BROTHERS FIRST NATIONAL PICTURES, INC.
        CANIDROME BALLROOM [THE]
        PARC DES SPORTS [AUDITORIUM]
        WHITEAWAY, LAIDLAW & COMPANY, LTD.
      Nutrition
        CONNELL BROTHERS COMPANY, LiMIITED
        Ma Ling Canned Goods Company 梅林罐頭食品公司
        Shanghai Thermos Bottle Association 上海舊料瓶業同業公會
        漢冶萍[招商局]
        ROYAL BAKING POWDER
      Publicity/Propaganda
        Association of immigrants 聯僑縂會
        Shanghai Refugees Association 上海難民救濟協會
        SHANGHAI WAR SAVINGS ASSOCIATION
      Urban service, energy & transportation
        SHANGHAI POWER COMPANY 上海電力公司 [閘北水電公司]
        AMERICAN GULF ORIENT LINE
        AMERICAN PIONNER LINE [UNITED STATES LINES COMPANY]
        AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.]
        BARBER-WILHELMSEN LINE
        BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
        CHINA NAVIGATION COMPANY, LIMITED [C.N. CO., LTD]
        CUNARD WHITE STAR LTD. [THE]
        DAIREN KISEN KAISHA [D.K.K.]
        DE LA RAMA STEAMSHIP CO., INC. [alias DE LA RAMA STEAMSHIP AGENCIES, INC.]
        EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
        EVERETT STEAMSHIP CORPORATION
        JAVA-CHINA-JAPAN LIJN, AGENTSCHAP SHANGHAI N.V.
        PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
        SCHARPF, GUENTER & CO.
        THORNYCROFT & CO. LTD., JOHN I.
        TRANSCONTINENTAL AND WESTERN AIRLINES
        UNITED AIR LINES [UNITED AIRCRAFT AND TRANSPORT CORPORATION (UATC)]
        UNITED STATES LINES COMPANY
        宏昌冷汽股份有限公司
        中興煤礦
        華商電氣
        中通航運公司
        洽成船務行
        利安運輸公司
    Consumers/Markets
  System/configuration of mediums (P1, P2, P3, P6)
    Outdoor/3D advertising
    Indoor/2D/printed advertising