PK AJ meta.xml{367468#FFFFFFXMind3.6.0.R-201511090408PKN PK AJ content.xml 1941Advertising "assemblages" 1938-19431System/configuration of representations (P5)Page landscapesCopy modelsShorter textsMore efficient titles or slogansRealistic images of the package/productDecline of figurative illustrationsOpening of bordersCreative play on typographyCreative play on contrastsDiscursive styles Residual hyperbolic styleSuperlative toneBrand namesDeclining yet still important rational styleBrief description of the product qualitiesProminent emotional styleAppealing and lively illustrations Decline of sexy women figuresCute children and ideal family scenesNew male: figures of businessmen, employees and dandiesAppeal to the senses and emotions Rich and refined lexical field related to vision, taste and touchAlternance between positive (joy, happiness) and negative (fear, pain) emotions AppealsHealthTasteSex/BeautyChild/YouthHappinessSafetySystem/configuration of actors (P3, P4)Advertising agents/professionalsDecline of foreign agencies after 1937 and above all 1941Gradual process of catch-up by Chinese agents Business sectors, advertised goods or services, advertisers and brandnamesBeauty/AppearanceRICHARD 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 COMPANYCultureS.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, ARCHITECTBILLS MOTORS, FEDERAL INCORPORATED, U.S.AFORD HIRE SERVICE, FEDERAL INC. U.S.A.MOODY, MARK L., FED. INC., U.S.A.TAYLOR GARAGE, LIMITEDFinanceBANK OF CHINACHINESE BANKCONTINENTAL BANKHuizhong Commercial & Savings BankNATIONAL COMMERCIAL BANK, LIMITED [THE]SHANGHAI BANK永亨銀行 國華銀行HARDOON & COMPANYChung 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 & FRITZHONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]AMERICAN ASIATIC UNDERWRITERSOCEAN ACCIDENT & GUARANTEE CORPORATION, LIMITED [THE]SPARKE INSURANCE OFFICE, C.E. WORLD AUXILIARY INSURANCE CORPORATION, LIMITED [THE]MOORE & COMPANY, L., LIMITEDNOEL, MURRAY & CO. LIMITED Health/HygieneBURROUGHS WELLCOME & COMPANYDe Witt & Company, Ltd., E. C. INTERNATIONAL DISPENSARYFOSTER-MCCLELLAN COMPANYGREAT CHINA DISPENSARYHEALTH PRODUCTS CORPORATION [NEWARK, N.J., U.S.A]Min-Yee Chemical & Pharmaceutical WorksNEW 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 LIMITEDKASSOFF, DR. J., M.D. [Berlin and New York Clinics]GILLETTE COMPANY [THE]KOLYNOS COMPANY [JENKINS, N.S.]PARKES & COMPANY, G.H. CHINESE OPTICAL COMPANYLeisure/PleasureCAPITOL THEATRECATHAY THEATREDOUMER THEATREGOLDEN GATE THEATREGRAND THEATREMETROPOL THEATREROXY THEATRE UPTOWN THEATRE [PING'AN THEATRE]HWA CHING TOBACCO COMPANY, LIMITEDNANYANG BROTHERS TOBACCO COMPANYASTOR THEATRECARLTON THEATRECRYSTAL THEATREDAWUTAI DACING HALLEMPIRE THEATREGENGXIN DANCING HALLGONGWUTAI CINEMAGreat China Theater 大中華劇場GUANGHUA THEATREJIUXING THEATRELAFAYETTE MOVIE THEATRELYRIC THEATREMINGXING THEATREOMON THEATRE 亞蒙大戯院PALACE THEATREPARIS THEATRERIALTO THEATRESHANXI THEATRESTRAND THEATRESUN SUN COMPANYTIANCHAN DANCING HALLVENUS THEATREWESTERN THEATRE [XIHAI THEATRE]ZHEJIANG THEATREYiwentai Dancing Hall 伊文泰舞廳GREAT WORLDZHANG GARDENGrand 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 WORKSA.A. [??] NIGHT CLUBBALALAIKABLACK CAT CAFECOSMO CLUBLYCEUM THEATRENANKING THEATREROXY 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. NutritionCONNELL 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 POWDERPublicity/PropagandaAssociation of immigrants 聯僑縂會Shanghai Refugees Association 上海難民救濟協會SHANGHAI WAR SAVINGS ASSOCIATIONUrban service, energy & transportationSHANGHAI POWER COMPANY 上海電力公司 [閘北水電公司]AMERICAN GULF ORIENT LINEAMERICAN PIONNER LINE [UNITED STATES LINES COMPANY]AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.] BARBER-WILHELMSEN LINEBRITISH-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 CORPORATIONJAVA-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 AIRLINESUNITED 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/MarketsSystem/configuration of mediums (P1, P2, P3, P6)Outdoor/3D advertisingIndoor/2D/printed advertisingPK PK AJ
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