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ID272
TitleA rhythmanalytic essay of Claude Neon Lights’ advertising spaces spaces in the French Concession: Duration of signs (Dec 20 1935-Dec 31 1937)
Year Start1914
Year End1914
DateThursday 23 February 2017
Description

These set of three charts aims to evaluate the lifetime of Claude Neon Lights' signs in the French Concession between Dec 20, 1935 and Dec 31, 1937. The figures are based on the regular lists of signs that Claude Neon Lights sent to the French Municipal Council between December, 20 1935 and December, 31 1937, plus a few scattered signs recorded in other files in the Shanghai Municipal Archives (French concession and International Settlement in 1931 and 1941).  Source: SMA (FC), U38-4-1114; SMA (SMC), U1-14-3261 (0246). The first pie chart ignores the boards for which we do not know the date of removal or end of contract. The second pie chart includes those under-documented artifacts (48%). The last bar charts compare the average, minimal, and maximal duration of contracts.

Both pie charts reveal that Claude Neon Lights' signs enjoyed a longer lifetime than Oriental Advertising's boards in 1914. While the latter had lived for less than a year, 66% of the former lasted more than one year, 10% of which had lived for at least 2 years. This temporal lag may be due to the nature of the medium (boards being more temporary than signs, attached to a shop or a building), as well as the relative period of prosperity in the 1930 (in contrast with the war period). Yet it remains questionable to compare figures based on documentation of variable quality and length.

Keywordsrhythm, sign, claude, neon, light, french, concession, settlement, duration, lifetime, month, year
LanguageEnglish
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Cooked Graphs from this Related data (2 results)

A rhythmanalytic essay of Oriental Advertising Agency’s spaces in the International Settlement: Duration of boards (May 1-December 31 1914)
[id:262]

Advertiser’s turnover on Claude Neon’s signs in the French Concession (Dec 20 1935-Dec 31 1937)
[id:274]
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