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Maps
ID241
TitleAdvertising and transportation networks in Shanghai (1936)
Digitized fileNo
Year Start1936
Description

The following map overlays the distribution of advertisements in Shanghai foreign settlements in the 1930s (data drawn from Shanghai Municipal Archives) with transportation networks in 1936 (tramway, trolley and bus lines and stops). This mapping exercice assumes that transportation networks played as magnetic forces for advertisers eager to target as many consumers as possible. The transportation maps were drawn after the data compiled and processed by a fellow PhD candidate who worked on transportation in Shanghai (Tan Xinxin). 

Combining the maps of advertising with transportation networks shows that advertisements tended to line along tramways or bus lines. This confirms the prescriptions provided in professional handbooks who recommended to follow transportation networks in order to accompany city-dwellers during their daily migrations between their home and workplace, and to then penetrate deeper into their everyday life. (Bacon 1929, Crow 1926). Moreover, advertising around major transportation hubs (marketplaces, business district, shopping and recreational centers, especially in the Central district of the International Settlement) enabled to reach thousands of wealthy residents and popular masses, especially at rush hours. Yet we shall beware of overstating the importance of transportation networks in the Shanghai context, however. In contrast with American cities, Shanghai was not a city of commuters. There was no clear cut division between residential and business or shopping districts. Most Chinese residents’ daily migrations were limited in scope and distance. They usually did not venture beyond their close neighborhood (Crow, 1926).  

Keywordsadvertising ; transportation ; networks ; attraction ; expansion ; tramway ; trolley ; autobus ; line ; stop ; Shanghai
LanguageEnglish
Image

Preview Image
adCoMap_ID-241_No-01.jpeg

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