1914
Advertising "assemblages" before 1919
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Long descriptive text
      Realistic image of the package/product
      Easy to read trademark
      Play on typography
      Rare illustrations (peoples or lively scenes)
      No genuine title or slogan
      Except for enterprising American dailies, no effort to attract the reader, very austere and dull appearance of British and Chinese newspapers designed to meet old British standards , limited to "matter-of-fact" plain announcements
        Sanger (1921: 63-64)
    Discursive styles
      Residual hyperbolic style
        Exaggeration
        Superlative tone
        Universal panacea (to cure everyone and everything)
      Prominent rational style
        Royal or aristocratic patronage
        Warning against imitations
        Long educational and descriptive texts (reason-why copy)
    Appeals
      Health
      Economy
      Safety
      Comfort
  System/configuration of actors (P3, P4)
    Advertising agents/professionals
      No genuine advertising agencies in Shanghai (and China)
        No foreign agencies with branch offices in Shanghai or even China
          Sanger (1921: 74)
        A few pioneering Shanghai-based agencies
          Oriental Advertising Agency (before 1912)
          Harvey Advertising & Billposting Agency (before 1914)
          China Publicity Company (1914)
        So-called advertising "agents" are simply brokers, often living a "hand-to-mouth" existence, or exclusively representing a few mediums
          Sanger (1921: 74)
      Advertising/publicity departments of large companies
        Press/Publishing companies
          North China Herald (1850)/Daily News (1864)
          Shenbao (1872)
          Oriental Press/Presse Orientale (1897)
          Commercial Press (1906)
        Large general import houses
          Sanger (1921: 58)
        Tobacco industry
          Briish-American Tobacco (1905)
            Sanger (1921: 58)
            Cochran (1980)
        Early Chinese pharmaceutical firms
          International Dispensary (1906) co-founded by HUANG Chujiu (黃楚九 )
            Cochran (2000)
        Petroleum industry
          Standard Oil (1903)
            Cochran (2000)
    Advertised goods/services
      Business sectors
        Types of products/services
          Brands
    Advertisers/Manufacturing companies
    Consumers/Markets
    No concern for reaching China "from top to bottom" with a variety of products
      Sanger (1921: 58)
  System/configuration of mediums (P1, P2, P3, P6)
    Outdoor/3D advertising
      Crude ballyhoo" and "primitive" easy-to-understand methods used by Chinese merchants
        Sanger (1921: 57)
        Flags, banners
        Gaudily colored posters merely "sniped" on walls or fences
        Parades
        Gifts of puzzles or calendars
        Kites
        Junks, sampans (painted signs thereon)
        Itinerant story-tellers
      Billposting/Sniping: Posters usually merely "sniped" on walls, fences, other painted signs, boards, posters or any other surfaces
        Sanger (1921: 79)
      Emergence of standardized billboards/hoardings (either painted or using paper posters)
        Sanger (1921: 79)
      Absence of street-car advertising
        Sanger (1921: 78-79)
        A few scattered cards on the inside of the cars
        A few painted boards or posters attached to the fenders outside
      Almost no electric signs outside Shanghai's "Great White Way" (Nanking Road)
        Sanger (1921: 80-81)
        Department stores
        Electric signs advertising goods for popular consumption (cigarettes, medicines...)
      Motion-picture advertising undermined by cultural differences and the absence of organization devoted to film distribution
        Sanger (1921: 78)
      No effort towards marketing and window-display ("take-it-or-leave-it" appearance) of retail stores
        Sanger (1921: 83)
    Indoor/2D/printed advertising
      Press advertising
        Only a few valuable daily newspapers
          Sanger (1921: 58-62)
          Leading Chinese newspapers with circulations of 10000 to 30000: three leading newspapers in Shanghai
            Shenbao (1872)
            Xinwenbao (1893)
            Shibao (before 1904) alias "Eastern Times"
          Secondary Chinese newspaper with circulation of no more than 3000 (usually political rather than business enterprises, depending on the precarious life of their patron, undermined by poor business management)
            Sanger (1921: 58-62)
            Scholz (1919)
          English-language newspapers
            Bulk of British-owned newspapers
              North China Daily News (1864), with a circulation of 3500 and advertising rates from 0,22 to 1,20 U.S.$ per column inch
                Sanger (1921: 64-65)
              Shanghai Times
              Shanghai Mercury
              Both formerly British dailies, yet strongly pro-Japanese in times of crisis
                Sanger (1921: 65)
            A few American or Chinese-American joint papers
              China Press (1911) 大陸報 [Dalubao] with a daily circulation of 4500, advertising rates: 0,21 to 0,45 Mex.$ per column inch. Formerly American-owned, recently (before 1921) purchased by British interests
                Sanger (1921: 64-65)
              Shanghai Gazette
            L'Echo de Chine (French)
            A few Japanese & Russian papers
        Very few foreign periodicals
          Sanger (1921: 65)
          A few weeklies
            Millard's Review of the Far East (1917), with circulation of about 5000 in China (renamed China Press Weekly Review in 1923)
            North China Herald (1850)
            China and Far East Finance and Commerce: a new financial weekly
          Rare monthly publications
            Far Eastern Review: An old and widely read monthly devoted to engineering, financial and commercial subjects
        Lack of export trade journals
        400 publications of all kinds in China before 1921
          Sanger (1921: 57-59)
      Direct-by-mail advertising
      Catalogues
      Directories (no directories devoted exclusiverly to one city in China, but rather general directories)
        Sanger (1921: 77)
        Rosenstock's Directory of China (22 Nanking Road, Shanghai)
        Directory and Chronicle for China, Japan, Straits Settlements the Philippines, etc (Hongkong Daiy Press, Hongkong)
      Calendar posters (very popular among the Chinese)
    Mixed mediums: printed ads distributed at a very low cost
      Handbills
      Circulars
      Booklets