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
          A.G. Mink (China Advertising Company) (1905-1921) first call for a regulation and taxation of outdoor advertising, inspired by London and other Western cities (SMA)
          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)
        First full-service/integrated agencies were founded after 1919, directly derived from the WWI propaganda organizations and war information services (ComPub)
          Chun Mei News Agency (1918) (first devoted to translation and mere placement of advertisements from American companies in the Chinese press)
          Carl Crow, Inc. (1918): derived from Chun Mei News Agency, first full-service American advertising agency
      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)
    Business sectors, advertised goods or services, advertisers and brandnames
      Beauty/Appearance
        ANGLO-AMERICAN SHOE CO.
        HIRSBRUNNER & COMPANY
        STOKES & WOODS EXCLUSIVE TAILORS
        TAJIMA BROTHERS & COMPANY
        CHING WOO ZEANG
        MO CHEE
        AU CHIC PARISIEN [FLINT, MADAME M.]
        EASTERN DYEING AND DRY CLEANING CO. OF HONGKONG [THE]
        DAL SONG. & COMPANY [LUEN WO]
        ULLMANN & CO., J. [LAROCHE & CIE]
        WHITELEY & COMPANY
        ARTS AND CRAFT, LTD. [formerly ARTS & CRAFTS FURNISHING COMPANY, LTD, 1908-1909]
        DAL SONG. & COMPANY [LUEN WO]
        JAQUES & COMPANY, A.H.
        KU'EN KEE
        SHANGHAI FURNITURE FACTORY
        TUNG LEE & COMPANY
        WELLINGTON MILLS
        WHITEAWAY, LAIDLAW & COMPANY, LTD.
        HALL & HOLTZ, LTD.
        GIBB, JNO, MCGREGOR, JR.
        三井鞋帽莊
        鄭祥泰皮貨號
        鳳祥新記銀樓
        達興總公司
        億德洋行
        桃谷順天館
        上海盆湯弄絲業會館
        湖北氈呢公司
        寗波江東後塘街餘通織襪公司
        North China Daily News
        Shenbao
      Culture
        NORTH CHINA DAILY NEWS & HERALD, LTD.
        TUNG-WEN TRANSLATION OFFICE
        BECHSTEIN (C.) PIANOFORTEFABRIK AG [BECHSTEIN]
        ROBINSON PIANO CO. LTD (THE) [Sole Agents]
        LAI CHONG [LAI CHONG PHOTO CO.]
        JOSEPH GILLOTT [WILLIAM MITCHELL LTD.]
          Joseph Gillott's Pens
        MACNIVEN & CAMERON, LTD.
          Waverley Pen
        MARIE TODD & CO.
          "Swan" Fountpen
        NELLEMAN, L.
        NÖSSLER & CO., MAX
        OLIVER TYPEWRITER COMPANY
          Oliver Typewriter
        REMINGTON TYPEWRITER AND BOOK-KEEPING MACHINE AGENCY
          Remington Typewriter
        WIESINGER & CO., LD., OTTO, G.M.B.
          Royal Typewriter
        鄭祥泰皮貨號
        鳳祥新記銀樓
        達興總公司
        億德洋行
        坤寳女子營業社
        務商中學
        中華法律專門學校
        中國女子體操學校
        CHINESE Y.M.C.A. COLLEGE 青年會附屬中學堂
        COMMERCIAL PRESS 商務印書館
        FUDAN UNIVERSITY 復旦公學
        JIANGSU FIRST AGRICULTURAL SCHOOL 江蘇省立第一農業學校
        蘇州景海女學校
        民生女學校
        蘇州東吳大學
        中國體操學校
        南洋路礦學校附屬高等小學
        因宜學社
        靶子場明强學校
        文明書局
        美記外國紙行
        寰球尊孔會
        勝家縫紉女學校
        SHENBAO 申報館
        富華工廠
        MOUTRIE & COMPANY, S., LIMITED
        North China Daily News
      Engineering & Industry
        ARNHOLD, KARBERG & CO
        BEROIDS LAUNCH AND ENGINE CO., (THE ) (GLASGOW)
        CHINA GENERAL ENGINEERING COMPANY (THE)
        CHINESE ENGINEERING & MINING COMPANY, LIMITED [THE]
        DITMAR, BRUNNER BROS. LTD., R.
        DUNCAN & COMPANY
        FAWCETT, PRESTON & CO. LD.
        GOODRICH COMPANY, B.F.
        GREEN ISLAND CEMENT CO. LD.
        JACKS & COMPANY, WILLIAM
        KAILAN MINING ADMINISTRATION
        LIDDELL BROTHERS & COMPANY
        MANO & COMPANY
        MATHER & PLATT, LIMITED
        MITSUI BUSSAN KAISHA, LiMITED
        OLIVIER IMPORT AND EXPORT COMPANY
        SHANGHAI HORSE BAZAAR & MOTOR COMPANY, LTD. [THE]
        SHANGHAI MACHINE COMPANY
        TRUSSED CONCRETE STEEL CO.
        WIESINGER & CO., LD., OTTO, G.M.B.
        WILKINSON, HEYWOOD & CLARK, LTD.
        YAH LOONG & COMPANY
        SHEWAN, TOMES & COMPANY
        ONODA CEMENT COMPANY, LIMITED
        BUCHHEISTER & BIDWELL
        ROSE, DOWNS & THOMPSON, LIMITED
        巴黎銀公司
        普益達記國貨機器公司
        大支社
        青州水門汀有限公司
        漢冶萍[招商局]
        GUMMIWERKE HEINRICH PETER & CO.
        盛昌公司
        瑞泰祥燭棧
      Finance & Service
        BANK OF CHINA
        BANK OF TAIWAN [THE]
        BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
        BANQUE DE L'INDO-CHINE
        CATHAY TRUST, LIMITED [THE]
        CHARTERED BANK OF INDIA, AUSTRALIA AND CHINA
        COMMERCIAL BANK OF CHINA [IMPERIAL BANK OF CHINA]
        DEUTSCH-ASIATISCHE BANK
        HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
        KURYU & CO.
        NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
        RUSSO-ASIATIC BANK
        WATTIE & CO. LIMITED, J.A. [Secretaries and General Manager]
        SOCIETE FRANCO-CHINOISE DE CREDIT
        AMERICAN TRADING COMPANY [THE]
        ANDERSEN, MEYER & CO. [General Agents for China]
        ARNHOLD, KARBERG & COMPANY [General Agents]
        Bower, Hanbury & Company [PROBST, HANBURY & COMPANY]
        BURKILL & SONS, A.R.
        COMMERCIAL UNION ASSURANCE COMPANY, LIMITED
        EQUITABLE FIRE & ACCIDENT OFFICE, LIMITED [THE] [alias EQUITABLE LIFE ASSURANCE SOCIETY OF THE UNITED STATES, THE?]
        EXCESS INSURANCE COMPANY, LIMITED
        FIRE LONDON AND LANCASHIRE ROYAL EXCHANGE
        GENERAL ACCIDENT, FIRE AND LIFE ASSURANCE CORPORATION, LTD. [FAR EASTERN MANAGER]
        ILBERT & CO., LTD. [Agents, Shanghai]
        LAW UNION AND ROCK INSURANCE COMPANY, LIMITED
        LONDON AND LANCASHIRE FIRE INSURANCE
        LONDON ASSURANCE CORPORATION [THE]
        MACKINNON MACKENZIE & COMPANY
        MAGDEBOURG FIRE INSURANCE CO.
        MUSTARD & COMPANY [Agents, Shanghai]
        NEW YORK LIFE INSURANCE COMPANY
        NORTH BRITISH AND MERCANTILE INSURANCE CO.
        QUEEN INSURANCE COMPANY, (THE) [ROYAL INSURANCE CO., LTD.]
        REISS & COMPANY, HUGO
        RHENISH MARINE ASSURANCE ASSOCIATION, LD. (THE)
        ROYAL EXCHANGE ASSURANCE CORPORATION OF LONDON [alias ROYAL INSURANCE COMPANY?]
        ROYAL INSURANCE CO., LTD.
        RUSSIA INSURANCE COMPANY
        SANDER, WIELER & CO. (Agents)
        MACDONALD & COMPANY, THOMAS, [alias SOONG MOW]
        SLEVOGT & COMPANY
        SOUTH BRITISH INSURANCE CO. LD
        STANDARD LIFE INSURANCE COMPANY
        WESTPHAL, KING & RAMSAY LIMITED [formerly KING, SON AND RAMSAY, 1904-1908, W.W. KING AND SON, 1892-1904]
        CHINA REALTY COMPANY, LIMITED
        BRADLEY & CO. LTD.
        BOWERN & COMPANY
        BUTTERFIELD & SWIRE
        CHINA MUTUAL LIFE INSURANCE COMPANY, LTD
        MOORE & COMPANY, L., LIMITED
        NOEL, MURRAY & COMPANY, LIMITED
        FUNDER & CO., W.
        HOPKINS, DUNN & COMPANY, LIMITED
        YOKOHAMA SPECIE BANK LIMITED
        中華銀行
        裝日清公司
        公泰土行
        LION MUTUAL PROVIDENT LIFE ASSURANCE SOCIETY 延豐益壽保險儲蓄會社
        LONDON INSURANCE COMPANY
        中國華安合羣保壽有限公司
        亨達銀箱洋行
        延年公司
        延年保壽保司
        愛衆聯保壽險公司
        愛衆聯保壽險有限公
        太古BS火險公司
        柯里仁火險公司
        叭喇定火險公司
        雙司勞哈其火險公司
        家定保險公司
        華安合羣保壽公司
        華洋人壽公司
        華僑合衆人壽保險有限公司
        愼昌洋行
        意奎推勃而火險有限公司
        TATA & COMPANY
        THORNE, BROS. & COMPANY
        BOWER, HANBURY & COMPANY
        担文公館 [担文大律師]
        達商大律師
        吳縣拍賣虎邱房屋
        寳和洋行
        潤記洋行
        沃沛律師
        龔鐸宋鈞培大律師
      Health
        BEETHAM & SON, M.
        COMPAGNIE DU VIN SAINT-RAPHAEL, VALENCE [Drome, France]
        SHANGHAI CHEMICAL LABORATORY
        SLEVOGT & COMPANY
        SOCIETY OF CHEMICAL INDUSTRY IN BASLE [Basle, Switzerland, Pharmaceut. Depart.]
        VOELKEL & SCHROEDER LTD. [Shanghai]
        HORLICK'S MALTED MILK COMPANY, LTD.
        LLEWELLYN & CO., LTD
        SIN HAO & CO.
        FINDLEY, DR. W.T.
        LAZARUS, N. [OPTICIANS]
        RASMUSSEN, DR. O.D. [OPTICIAN]
        KOFA AMERICAN DRUG COMPANY
        SCOTT & BOWNE MANUFACTURING CHEMISTS
        SIEMSSEN & COMPANY
        WATSON'S MINERAL WATERS CO., LTD [Authorized Bottler]
        ANGLO-CHINESE DISPENSARY
        ANSHOH & COMPANY
        ASSOCIATION OF CHINESE MEDICINE
        BRITISH DISPENSARY
        CARLOWITZ & COMPANY
        INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
        GREAT EASTERN DISPENSARY
        Holland China Handels Compagnie, N. V.
        Kobayashi & Company
        LLEWELLYN & CO., LTD
        ORIMAULT
        Roese Brothers
        SCHMIDT & COMPANY, LIMITED
        三角 (Sanjiao) [Triangle]
        恒孚土棧
        ZHOU Minqi, Dr. 周鳴岐醫生
        廣東仙壽窩
        懷德堂老醫局
        存濟局周文卿
        京都天寳齋
        彭壽堂藥房
        和盛東號土行
        美國璧柯臣
        天經洋行
        光華堂大藥房
        彭壽堂藥房
        崔氏瓣香廬驥雲氏
        蘇州尤松泉門人張希孟女士醫庽
        女子振業公司
        東亞商社
        明强醫院
        仁濟醫館
        南洋勸業會
        英國駱醫生總藥局
        華粹國貨公司
        老合盛土行
        上海作新戒烟醫院
        鴻泰宇號
        頣南堂
        汪家田醫生
        清芬堂醫藥室 [崔濟方醫生]
        元茂土棧
        屈氏大藥房
        中國公立醫院
        高拔士眼科專家
        Goddard, Dr. John
        Toa & Company 東亞公司
      Leisure & Pleasure
        ABDULLA & COMPANY, LTD.
        TABAQUERIA FILIPINA, LTD [THE]
        CALDBECK, MACGREGOR & CO.
        CUTLER, PALMER & COMPANY
        DAI NIPPON BREWERY CO. LTD [THE]
        GARNER, QUELCH & CO.
        KAMP & CO.
        PERRIER, B. & E.
        A.D.C. THEATRE [alias CUADC - CAMBRIDGE UNIVERSITY DRAMATIC CLUB]
        APOLLO THEATRE
        VICTORIA THEATRE
        WEEKS & COMPANY, LTD.
        ROBERTS & CO. LD., JOHN
        SAVOY HOTEL
        LANE CRAWFORD & COMPANY, LIMITED
        HALL & HOLTZ, LTD.
        MOUTRIE & COMPANY
        SIEMSSEN & COMPANY
        BRITISH AMERICAN TOBACCO COMPANY (CHINA), LTD.
        HENNESSY & COMPANY, JAS
        RONDON & COMPANY, LIMITED, LOUIS
        SLEVOGT & COMPANY
        DAWUTAI DACING HALL 大舞台
        PATHE-ORIENT, LTD. 百代公司
        開明社
        醒舞臺
        東京活動影戲園
        客棧召頂
        醒舞臺
        丹桂第一台
        中舞臺
        法界迎仙鳳舞臺
        丹桂和記茶園
        羣仙茶園
        南京新武台
        法界歌舞台民鳴新劇社
        商辦鏡花戲園
        得利公司
        鳴盛梨園原址
        新民新劇社
        新民新劇社
        漢口大旅館
      Nutrition
        HORLICK'S MALTED MILK COMPANY, LTD.
        VENTURI, F. [VENTURIS' SPECTIAL STORE OF ITALIAN PROVISION]
        NEW GERMAN BAKERY AND CONFECTIONERY
        RICHARD NEUMANN [THE GERMAN BUTCHER]
        SWEETMEAT CASTLE [RESTAURANT]
        STURH & CO., C.
        PATELL & COMPANY
        ALLEN & HANBURYS LIMITED
        BADOIT ? [et/ou COMPAGNIE FERMIERE DE L'ETABLISSEMENT THERMAL DE VICHY (CFV)]
        DOMBEY & SON
        SOEY CHONG [TEA DEALER]
        廣東種（德）
      Publicity/propaganda
        SHANGHAI SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS [THE]
      Urban service, energy & transportation
        FAR EASTERN OXYGEN AND ACETYLENE CO, LD. [THE]
        LIVIO SILVA, D.C. D.S.C., M.A.I.M.E.
        MITSUI & CO.
        MUNICIPAL ELECTRICY DEPARTMENT [OFFICE]
        SOUTH MANCHURIA RAILWAY COMPANY [S.M.R.], DAIREN
        AMERICAN TRADING COMPANY [THE]
        AUSTRIAN LLOYD
        BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
        BUTTERFIELD & SWIRE
        CANADIAN PACIFIC RAILWAY CO. ROYAL MAIL STEAMSHIP LINE [C.P.]
        CHINA NAVIGATION COMPANY, LIMITED [C.N. CO., LTD]
        EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
        KAWASAKI DOCKYARD CO. LTD
        MAGILL & COMPANY, JAMES
        MELCHERS & COMPANY
        MESSAGERIES MARITIMES DE France, M.M.
        MITSU BISHI DOCKYARD & ENGINE WORKS
        MITSU BISHI GOSHI KWAISHA [COAL DEPARTMENT] [MITSU BISHI CO.]
        MORDUCOVITCH, M.A. [Agent Russian Volunteer Fleet]
        NORDDEUTSCHER LLOYD BREMEN [N.D.L.]
        OWEN, A.R. [Agent]
        PACIFIC MAIL STEAMSHIP [P.M.] [alias PORTLAND ASIATIC S.S. KAI CO., OCCIDENTAL & ORIENTAL STEAMSHIP CO. [alias TOYO KISEN SHA, ORIENTAL S.S. CO.]
        RACINE, ACKERMANN & CIE [SOCIETE ANONYME]
        SASSOON & CO., DAVID
        SOUTH MANCHURIA RAILWAY COMPANY [S.M.R.], DAIREN
        TAIKOO DOCKYARD AND ENGINEERING CO. OF HONGKONG, LIMITED [THE]
        THORNYCROFT & CO. LTD., JOHN I.
        TOYO KISEN KAISHA [T.K.K.]
        YOKOHAMA DOCK CO., LTD. [THE]
        SHANGHAI GAS COMPANY, LIMITED 上海自來火公司
        NIPPON YUSEN KAISHA [N.Y.K.] [JAPAN MAIL STEAMSHIP CO.] 日本郵船會社
        PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
        Nippon Yusen Kabushiki Kaisha 郵船株式會社
        督辦浦口商埠
        廣東自來水公司
        庽滬西人工部公局電氣處
        浙路公司
        廣東粤漢鐵路公司
        同和老棧
        恒泰土棧
        怡成土棧
        祥盛土棧
        光成土棧
        新泰土棧
        瑞昌土棧
        同泰盛土棧
        義勇艦隊公司
        安裕土棧
        廣東移此協和成土棧
        鴻泰祥土棧
        和順土棧
        大同棧
        滬甯鐵路
        津浦鐵路
        藍裕昌土棧
    Consumers/Markets
      Before the arrival of American firms, domination of European advertisers who primarily addressed foreign and Chinese elites
    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)
        A.G. Hickmott 1906-1907 (SMA)
        BAT small tin boards (1912) (SMA)
        OAA and Harvey Billbposting domainted the field in 1914 (SMA first Census)
      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
  ANDREWS, VON FISCHERZ & GEORGE, LTD.
  MUSTARD & COMPANY
  CALDBECK, MACGREGOR & CO.
  RACINE, ACKERMANN & CIE [SOCIETE ANONYME]