1924
Advertising "assemblages" 1919-1929
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Shorter texts
      Realistic image of the package/product
      Lively illustrations
      Ornamental and stronger borders
      Play on typography
      No genuine title or slogan
    Discursive styles
      Residual hyperbolic style
        Exaggeration
        Superlative tone
        Universal panacea (to cure everyone and everything)
      Prominent rational style
        Testimonials from experts or celebrities
        Warning against imitations
        Shorter educational and descriptive texts (reason-why copy)
      Emergence of emotional/suggestive style
        Appealing and lively illustrations
          Sexy women
          Ideal mother and family
          Children
        Appeal to the senses and emotions (rich and refined lexical field related to touch, taste and emotions)
    Appeals
      Health
      Taste
      Sex/Beauty
      Child/Youth
      Happiness
  System/configuration of actors (P3, P4)
    Advertising agents/professionals
      Multiplication of full-service/integrated agencies in the wake of the first generations (Oriental Advertising Agency 1914, Carl Crow Inc 1918) ; 6 legitimate/genuine/profession advertising agencies in Shanghai by 1929 ; 4 major agencies with a total aggregate turnover estimated at > 1 million mexican dollars ; four major agencies, each one claiming 15-25 clients, mostly American and European firms (Bacon, 1929 : 758)
        Oriental Advertising Agency (Oriental Press, proprietors) (1914): still connected with Oriental Press (same office on Edward VII avenue) ; art studio ; workshop for making billboards ; sole agents for Shanghai Electric Construction Company (tramways) ; sole agent in China for Philips Neon Tubes -> pionneer in neon light advertising, special department for neon light (before the creation of Claude Neon Lights, Fed. Inc. in Shanghai in 1929). (Bacon, 1929 : 758-759)
        Carl Crow, Inc (1918) : resisted to increasing competition, said to have introduce standardized outdoor advertising (defined by flat rate and uniform service) ; specialized in circular letters to buyers, credited with excellent results ; advocate for single poster boards ; proprietor of the Shanghai Evening Post and Mercury (until 1930) ; (Bacon, 1929 : 759)
        China Publicity Company (before 1922): one of the best equipped advertising bureau in the world, well patronized by Chinese elites (offers facilities in making cooper and zinc plates, for making colored images and used the latest scientific process of printing (Bacon, 1929 : 760)
        China Commercial Advertising Agency (C.C.A.A.), first and largest Chinese agency in Shanghai (1926), specialized in press advertising; annual turnover estimated at 300 000 mexican dollars ; (Bacon, 1929 : 760)
        Acme Advertising Agency (Henry Crawshaw), American agency specialized in outdoor advertising
        Millington, Ltd. (1928), first and largest British agenc y in Shanghai, annual turnover > 100 000 dollar (1929) ; author/editor of several reference directories (Hong and Homes - successor to the Rosenstock directory - Hong List, Shanghai telephone list)
        United Advisers (later "Consolidated"/Lianhe) : not considered among the four major agencies, due to its exclusive specialization into press advertising; main source for Bacon reports and statistical data regarding press advertising and the advertising profession in the 1920s (Bacon, 1929: 755) ;
      Permanence/persistance of "amateur" if not "quack" advertising agents (about 50 in 1929), mere "space brokers" or solicitors for newspapers, on commission basis, rather than genuine agents concerned with their clients's service and demonstrating a genuine expertise and able to conduct scientific advertising campaigns -> those amateurs were considered as a source of confusion for legitimate agencies (Bacon, 1929 : 755)
    Advertised goods/services
      Business sectors
        Types of products/services
          Brands
      An initial bipartition of market and medium between cigarette advertised in the streets and medicines advertising in the press
        Patent medicines in the press: do not diminish but were competed by other new items, so their share gradually shrunk in the 1920s (Bacon, 1929: 756)
        Cigarette advertised through outdoor advertising represented 1 million dollars per year (Bacon, 1929 : 756)
      A more complex - if not borgesian - classification of products advertised in the Chinese press, established by Chinese scholars (CEM, 1926 ; quoted by Bacon, 1929 : 763)
        1/3 of patent medicines
        21% of economic items
        The rest of newspaper space was shared between amusements, luxuries, daily commodities, educational and miscellaneous products
    Advertisers/Manufacturing companies
      Foreign manufacturers (15%) invested $200000 per year in newspapers (Bacon, 1929: 754)
      Chinese manufacturers (85%) invested > $200000 per year in newspapers (Bacon, 1929: 754)
      Two major companies competed for cigarette market (together investing > 1 million dollar per year in outdoor advertising) (Bacon, 1929: 754) -> presumably BAT/Nanyang?
    Local agents/distributors in Shanghai, China
      GRENARD & COMPANY, L. [PHARMACIE FRANCAISE]
      LLEWELLYN & CO., LTD
      RACINE, ACKERMANN & CIE [SOCIETE ANONYME]
      GREAT CHINA DISPENSARY
      SINCERE COMPANY
      BOYES, BASSETT & COMPANY [KUHN & COMPANY]
      HEACOCK & CHEEK COMPANY
      時計公司
      華興利
      中美
      亨得利
      美華利
      史惟記
      保威
      茂得利
      大中
      榮華祥
      亨逹利
      孫廣興義泰祥
      朱煜生
      大美
      先施公司
      華盛頓
      永安公司
      紐約標準公司
      MELCHERS & COMPANY
      MUSTARD & COMPANY
      CONNELL BROTHERS COMPANY, LiMIITED
      OLIVIER & COMPANIE
      RONDON & COMPANY, LIMITED (LOUIS)
      YOUNG LEE COMPANY [THE]
      MCBAIN, GEORGE
      Distributors of Mappin & Webb
    Business sectors, advertised goods or services, advertisers and brandnames
      Beauty/Appearance
        BIJOU PERFUMERY [THE]
        COTY, INC.
          Coty
        PIVER, L.T.
          Piver
        JACKSON & COMPANY, JOHN (OF MITCHAM)
          MITCHAM LAVENDER WATER
        ORSAY, D' [MAISON DE PARFUM]
          Parfum d'Orsay (le)
          Fleurs d'Orsay (les)
        ROGER & GALLET
          ROGER & GALLET
        LAOU KIU CHWANG KUNG KEE SILK COMPANY
        LAOU KIU LUEN & COMPANY [THE LION SILK STORE]
        MACBETH, GRAY & COMPANY
        MAISON ADIX [THE FRENCH SILK SHOP]
        BRITISH MANUFACTURERS AGENCY, LIMITED [THE]
        ARTS AND CRAFT, LTD.
        Bower, Hanbury & Company
        GUANGSHENG COMPANY, LIMITED
          Two sisters brand 双妹老牌
        KELLER, KERN & COMPANY, LTD.
        LEVY & COMPANY, S.E.
        WING ON TEXTILE MANUFACTURING COMPANY
        YASHUA COMPANY 牙刷公司
          Three stars 三星牌
        全國洋廣貨號
          Tiger brand snow cream 虎牌 白蘭霜
        遠東化學社
        三不堂第一商店
        大成工商社
        何恒昌
        毅勤絲綿絹線工藝廠
        華商紗布交易所股份有限公司 ［上海］
        絲毛襪廠
        彙通公司
        恒豐泰皮貨行 [福申里]
        鄭祥泰皮局
        南洋襪廠
        華新羽絨公司
        Xinchang maojihao
        Hengfengtai pihuo hang [Fushenli]
        Dachang banyichang
        Huayang tongtiechuang gongsi
        Yuexinchangchang
        Huachang tongtiechuang gongsi
        Nanyang tongtiechuang gongsi
      Culture
        CHOW TZU KONG [BOOKSELLER]
        EVANS & SONS, EDWARD, LTD.
        KELLY & WALSH, LIMITED
        NORTH CHINA DAILY NEWS & HERALD, LTD.
        CROWN PHOTO STUDIO COMPANY [THE]
        MAFEL & COMPANY
        MOUTRIE & COMPANY, S., LIMITED
        ROBINSON PIANO COMPANY, LIMITED
        TUCKSON & COMPANY
        ANGLO-CHINESE IMPORT & EXPORT COMPANY, LTD.
        DICKINSON & COMPANY, JOHN, LTD. [London]
        JENSEN, G.S.
        OFFICE APPLIANCE COMPANY, LIMITED [THE]
        OLIVER TYPEWRITER COMPANY
        REMINGTON TYPEWRITER AND BOOK-KEEPING MACHINE AGENCY
        ROYAL TYPEWRITER COMPANY
        STANDARD PRODUCTS COMPANY, INC.
        THOMPSON TYPE MACHINE COMPANY [THE]
        UNDERWOOD TYPEWRITER COMPANY
        WAHL-EVERSHARP PEN COMPANY
        WATSON & SON, E.R., LTD.
        ISMER & COMPANY, C.
        CHINA LIBRARY 中國圖書館
        CHINA PUBLISHING HOUSE 中華書局 [alias CHINA BOOKSTORE]
        COMMERCIAL PRESS
        EASTERN TIMES 東方時報 [發行部]
        EHLERS & COMPANY, A.
        FUDAN UNIVERSITY
        MAPPIN & WEBB [LONDON, ENGLAND]
        Nanyang Normal School for Girls 南洋女子師範學校
        Shanghai college of English 上海英語專門學校
        Shanghai normal art school 上海藝術師範原名上海專科師範學校
        Shanghai University 上海大學
        Shanghai Y.M.C.A. senior high school 上海青年會高級中學
        SHENBAO
        世界書局
        吳淞中國公學中學部
        大同大學
        美國邭立務本專門學校
        南方大學函授部社會
        文治大學
        國立自治學院
        辛酉學社商業專門學校
        浦東中學
        文明書局
        大陸圖書公司 [編輯社會]
        大東書局
        上海亞東圖書館
        朱楨師
        王鈍根主編社會
        大陸圖書公司
        三友合作社
        國文敎師
        上海學校化學工藝面授函
        函授英語
        新商業社函授學校
        美華印書館
        上海交通路新學會社
        杭州西湖西泠印社
        上海女學曁男學部游藝大會
        生生美術公司
        西門美術用品社
        民權出版部
        上海書業公所
        掃葉山房
        大陸圖書公司
        新奇影戲社
        三友合作社
        粤昌照相卡紙公司
        家庭工業社
      Engineering/Industry
        ATELIERS DE CONSTRUCTIONS ELECTRIQUES DE CHARLEROI [A.C.E.C.]
        BRUNTONS
        CALLENDER'S CABLE AND CONSTRUCTION COMPANY
        CAMMELL LAIRD & COMPANY, LIMITED
        CHEE HSIN CEMENT COMPANY, LTD. [THE]
        COOKSON & COMPANY, LD.
        DUNCAN & COMPANY
        ELLISON, GEORGE
        ETERNIT PIETRA ARTIFICIALE, S.A.
        GREEN ISLAND CEMENT COMPANY, LD.
        HOLDERBANK FACTORY
        HONGKONG ROPE MANUFACTURING COMPANY, LD
        HOPKINSON & COMPANY, LD.
        JACKS & COMPANY, WILLIAM
        KAILAN MINING ADMINISTRATION
        MASTER & COMPANY, M.J.
        NORTH BORNEO TRADING COMPANY, LD.
        PARAFFINE PAINT COMPANY [THE]
        RECESS SCREWS LIMITED
        ROSE, DOWNS & THOMPSON, LIMITED
        SANDUSKY PORTLAND CEMENT COMPANY {THE] [MEDUSA CORPORATION]
        SHANGHAI PORTLAND CEMENT WORKS LIMITED
        SHEWAN, TOMES & COMPANY
        TZAR ZUNG MOW
        DUPONT DE NEMOURS & COMPANY, INC., E.I.
        HONIGSBERG & COMPANY, H.S., INC.
        UNIVERSAL HIRE SERVICE
        WESTINGHOUSE ELECTRIC INTERNATIONAL COMPANY
        OLIVIER & COMPANIE
        ROBBINS & MYERS COMPANY
        WILKINSON, HEYWOOD & CLARK, LTD.
        YOKOHAMA NURSERY COMPANY, LTD.
        YULE & COMPANY, ANDREW, LD.
        SYNCHRONOME COMPANY
        CHINESE ENGINEERING & MINING COMPANY, LIMITED [THE]
        ASSOCIATION OF BRITISH MACHINE TOOL MAKERS, LIMITED
        FEDERATION OF ENGLISH INDUSTRY
        SHANGHAI POWER COMPANY
        AUTO PALACE
        Stinnes China Company, Hugo
        Philips China Company
        茂泰祥電機紙盒廠
      Finance
        BANK OF CANTON, LIMITED
        BANK OF COMMUNICATIONS
        BANK OF EAST ASIA, LIMITED [THE]
        BANK OF TAIWAN [THE] [alias TAIWAN GINKO]
        BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
        CHINESE-AMERICAN BANK OF COMMERCE [THE]
        COMMERCIAL BANK OF CHINA [IMPERIAL BANK OF CHINA]
        COOK & SONS BANKERS, THOMAS, LTD.
        EQUITABLE EASTERN BANKING CORPORATION [CHASE BANK]
        EQUITABLE EASTERN BANKING CORPORATION [SHANGHAI OFFICE]
        INTERNATIONAL BANKING CORPORATION [NATIONAL CITY BANK OF NEW YORK]
        MERCANTILE BANK OF INDIA, LIMITED [THE]
        MITSUBISHI BANK, LIMITED
        MITSUI BANK, LD.
        NATIONAL COMMERCIAL BANK, LIMITED [THE]
        NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
        PENINSULAR & ORIENTAL BANKING CORPORATION, LIMITED [P. & O.] [alias ALLAHABAD BANK, LIMITED]
        SINO-ITALIAN BANK
        SMALL INVESTORS, LD. [THE]
        SOCIETE FRANCAISE DE GERANCE DE LA BANQUE INDUSTRIELLE DE CHINE, S.A.
        SUMITOMO BANK, LTD
        YOKOHAMA SPECIE BANK LIMITED
        BARLOW & COMPANY
        BLOM & VAN DER AA. [General agents for Fire Insurance]
        BRITISH TRADERS' INSURANCE COMPANY, LTD.
        BUTTERFIELD & SWIRE
        CANTON INSURANCE OFFICE, LIMITED
        COMMERCIAL UNION ASSURANCE COMPANY, LIMITED
        COOK & SONS BANKERS, THOMAS, LTD.
        EMPLOYERS' LIABILITY ASSURANCE COMPORATION, LD.
        EXCESS INSURANCE COMPANY, LTD. [SPARKE INSURANCE OFFICE, C.E.]
        GENERAL ACCIDENT, FIRE AND LIFE ASSURANCE CORPORATION, LTD. [FAR EASTERN MANAGER]
        GUARDIAN ASSURANCE COMPANY, LTD.
        HARRISONS, KING & IRWIN
        HOPKINS, DUNN & COMPANY, LIMITED
        ILBERT & COMPANY, LIMITED
        LONDON & LANCASHIRE INSURANCE COMPANY, LTD.
        LONDON ASSURANCE CORPORATION [THE]
        MCMULLEN & COMPANY, JAMES, LD. [Sub-Agents]
        NEW ZEALAND INSURANCE COMPANY, LIMITED [FAR EASTERN BRANCH]
        OCEAN ACCIDENT & GUARANTEE CORPORATION, LIMITED [THE]
        ORIENT INSURANCE COMPANY
        PHOENIX ASSURANCE COMPANY, LIMITED, OF LONDON
        PRUDENTIAL ASSURANCE COMPANY, LTD. [THE]
        ROYAL EXCHANGE ASSURANCE CORPORATION
        SCOTT, HARDING & COMPANY, LTD.
        SIMON LEVY & NISSIM, LTD.
        SPARKE INSURANCE OFFICE, C.E.
        STANDARD MARINE INSURANCE COMPANY, LD.
        SUN LIFE ASSURANCE COMPANY OF Canada
        ARNHOLD & COMPANY, LD.
        ASIA REALTY COMPANY [alias A.R.CO.]
        MACDONALD & COMPANY, THOMAS, [alias SOONG MOW]
        CHUNG HWA UMBRELLA FACTORY
        FANO, R., BASSET, L., THESMAR, J. [COMMISSAIRES-PRISEURS]
        FUNDER & CO., W.
        TROLLOPE & COLLS (FAR EAST), LTD
        BANQUE DE L'INDO-CHINE
        CHARTERED BANK OF INDIA, AUSTRALIA, AND CHINA [THE]
        HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
        INTERNATIONAL SAVINGS SOCIETY
        RUSSO-ASIATIC BANK
        MOORE & COMPANY, L., LIMITED
        NOEL, MURRAY & CO. LIMITED
        RACINE, ACKERMANN & CIE [SOCIETE ANONYME]
        Algar & Company, Ltd.
        CHINA BANKERS ASSOCIATION [Shanghai branch]
        SHANGHAI AGRICULTURAL BANK
        SHANGHAI BANK
        SHANGHAI BANKERS' ASSOCIATION
        SHANGHAI COMMERCIAL & SAVINGS BANK, LTD.
        SHANGHAI STOCK EXCHANGE CORPORATION
        大陸銀行
        中法儲蓄會
        大北儲蓄會
        通易信託公司
        遠東華僑墾植銀行
        裕華銀行
        中孚銀行
        徐州中華國民儲蓄會
        儉德儲蓄會
        章士釗行
        興誠銀行
        老義隆代表紅坊全體同人
        北京交通
        上海交通
        浙江興業銀行
        新華儲蓄銀行
        金城
        天津交通
        上海金業交易所股份有限公司
        中國股票公司
        鹽業銀行
        上海中華滙業銀行
        大陸圖書公司
        新華儲蓄銀行
        上海大陸銀行保管部
        ASIA LIFE INSURANCE COMPANY, INCORPORATED
        T’a Ch’ang Kung Sze 泰昌公司 [英商]
        Yorkshire Fire & Life Insurance Company
        上海華商水火險公司
        金星人壽保險公司
        福建沿海東冲保安局
        上等房產
        暎相公司
        CHINA EXPORT-IMPORT & BANK COMPAGNIE, LIMITED
        東北城商業聯合會
        遠東貿易公司
        興昌祥餘記號
        SHANGHAI LAWYERS GUILD
        Shanghai Mixed Court
        高露玲律師
        哈華托麥克勞大律師
        穆安素律師
        和盛號 [白來士會計師]
        孫鑑律師
        寳和洋行
        三發洋行
        文超律師
      Health/Hygiene
        ALLEN & HANBURYS LIMITED
        BAUER CHEMICAL COMPANY
        BEECHAMS PILLS COMPANY, LTD.
        BOOTS TAYLORS TIMOTHY WHITE
        BOVRIL COMPANY
        CHINA, JAPAN & TRADING COMPANY, LTD.
        DR. LECLERC
        DR. WILLIAMS' MEDICINE COMPANY [FULFORD & COMPANY, LIMITED, G.T. of Canada]
        EVANS SONS LESCHER & WEBB, LIMITED
        LABORATOIRES MIDY [MIDY FRERES]
        PHARMACIE CHATELAIN [GRANDE PHARMACIE MODERNE DES DEUX-SEVRES]
        SHANGHAI PHARMACY, LIMITED [THE]
        VICHY CELESTINS
        WATSON & COMPANY, A.S.
        GERMOL DISINFECTANT COMPANY?
          Germol
        FORD COMPANY, J.B.
          WYANDOTTE DETERGENT
        GILLETTE COMPANY [THE]
        NEWBURY & SONS, F. , LTD.
          CUTICURA SOAP
        SCRUBB & COMPANY, LIMITED
          SCRUBBS'S CLOUDY AMMONIA
        WEEKS & COMPANY, LTD.
        OCULISTS' INSTITUTE COMPANY
        THOMPSON, DR. R.A.
        BRITISH MEDICAL IMPORTS COMPANY [THE]
        CHAMBERLAIN MEDICINE COMPANY MANUFACTURING PHARMACISTS
        HIMROD MANUFACTURING COMPANY
        KOFA AMERICAN DRUG COMPANY
        NATHAN & COMPANY, JOSEPH, LIMITED [alias GLAXO]
          Glaxo Powdered Milk
        SCOTT & BOWNE MANUFACTURING CHEMISTS
          Scott's Emulsion
        Brunner, Mond & Company (China), Ltd.
        Chesebrough Manufacturing Company, Consolidated
        De Witt & Company, Ltd., E. C.
        ETABLISSEMENTS BYLA, LES
        Fletcher & Company, Ltd.
        GREAT CHINA DISPENSARY
        INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
        HORLD F. RITCHIE & COMPANY, INC. [HALL & RUCKELL's SALES REPRESENTATIVES]
          Sodozont
        KOREC, Dr., M.D.
        柏林華發大葯行製造
        寳威大藥行
        太和大藥房
        利亞化學製藥公司
        九福公司
        老仁濟藥房
        華英製藥社
        三層樓洋房吉林寗康參局滬局
        中德醫院
        洞庭東山嚴大德葯舖
        中國精神研究會
        德和製藥公司
        濟生藥房
        廣東保太和
        上海盆湯弄人壽醫藥室
        德法老藥房製藥公司
        馮氏
        廣東種德園老藥局
        美國安寧公司
        京都天寳齋
        回春老藥局
        德和製藥公司 [程鳳生醫生秘製]
        天吉堂
        徐一公司
        大生製藥公司
        惟栽號
        普太太和號
        蘇瑞生藥局
        普達製藥廠
        廣東仙壽窩
        廣東杏林軒
        廣東保太和
        杏濟堂
        太平洋藥公司
        鍊雲藥房 [香港]
        上海粹華製藥廠
        高長順牙科醫生
        合組醫院
        大精神醫學研究會
        林自由老醫生
        京都天寳齋
        中和醫院
        山東泰安大汶口劉尚德
        法藥房製藥公司
        北京保春堂
        伯庸大藥房
        友仁氏製藥公司
        洋房中華營業社
        廣東接元堂
        法國大藥房
        新華大藥行
        大陸藥房
        亞洲西藥局
        中西醫藥函授學校
        書藥公所印行
        牙刷公司
        香亞公司
        上海雙輪牙刷股份有限公司
        家庭工業社
        愼昌手表眼鏡公司
      Leisure/Pleasure
        ALHAMBRA CIGAR AND CIGARETTE MANUFACTURING COMPANY [MANILA, P.I.]
        BRITISH-AMERICAN TOBACCO COMPANY (CHINA), LTD.
        LIGGETT & MYERS TOBACCO COMPANY
        MAERK, O.G. [SHANGHAI]
        MCBAIN, GEORGE [MCBAIN IMPORTS LIMITED]
        NA
          Arthos Cigars
        REDSTONE I.
          BALKAN SOBRANIE
        W.D. & H.O. Wills [Imperial Tobacco Group] [B.A.T.] (Bristol & London)
          Three Castles
        GIESEL & COMPANY, LD.
        BACARDI
        BASS BREWERY
        BOLS DISTILLERIES, LTD.
        CALDBECK, MACGREGOR & CO., LTD.
        CLERICI, BEDONI & COMPANY [IMPORT DEPARTMENT]
        FRAZAR & COMPANY
        GARNER, QUELCH & CO.
        GUINNESS SON & COMPANY, ARTHUR [alias ST.JAMES GATE BREWERY]
        HEIDSIECK & COMPANY, WALBAUM
        HENNESSY & COMPANY, JAS
        SLOWE & COMPANY, LTD.
        INTERNATIONAL RECREATION CLUB [THE]
        LYCEUM THEATRE
        BALLET ART STUDIO OF MRS. MAKLETZOVA
        EDDIE CAFE
        NEVERS, JACQUELINE [DANGING LESSONS]
        NEW MAXIM'S CAFE
        REMINGTON ARMS COMPANY, INC.
        ASTOR HOUSE HOTEL [RICHARDS' HOTEL AND RESTAURANT, alias PUJIANG HOTEL]
        HALL & HOLTZ, LTD.
        WEEKS & COMPANY, LTD.
        GANDE, PRICE & COMPANY, LIMITED
        APOLLO THEATRE
        CARLTON THEATRE
        ISIS THEATRE [alias SHANGHAI THEATRE]
        NANYANG BROTHERS TOBACCO COMPANY
        WILLIAMS COMPANY, T.C.
        WING TAI VO TOBACCO CORPORATION
        隆烟號 [常熟江永]
        籌備寕浦捲烟同業公會
        義泰烟袋號
        利興煙公司
        DAWSON COMPANY, PETER
        RICHARDS & COMPANY, LIMITED, JOHN
        寳多洋行
        CHINA GRAND THEATRE 中國大戲院
        CHINA THEATRE 中國影戲院
        DAWUTAI DACING HALL
        EMPIRE THEATRE 恩派亞影戲院
        GONGWUTAI CINEMA 榮記共舞台
        NANSHI MOVIE CLUB/FILM SOCIETY ? 南市通俗影戲社
        OLYMPIC THEATRE
        PATHE-ORIENT, LTD. 百代公司
        GREAT WORLD 大世界
        SMALL WORLD 小世界
        SUN SUN DANCING HALL
        TIANCHAN DANCING HALL
        SINCERE COMPANY
        WING ON COMPANY
        SHANGHAI BANK [TOURISM DEPARTMENT]
        共彂有奬購物搭用券彂行
        新舞台
        亦舞台
        春華舞台
        丹桂第一台
        越舞臺
        南京下關英商百利公司
        新舞臺
        存濟醫局
        新愛倫影戲院
        申江大戲院
        孔雀公司
        法國影戲院
        新愛倫影戲院
        共和影戲院
        新蘇灘
        閘北影戲院
        笑舞台
        大影戲園
        厚和影片公司
        英國電影事業日漸發逹某影片公司
        聲舞臺分號
        法國影戲院
        華商滬江影戲院
      Nutrition
        BAKERITE COMPANY, FEDERAL INCORPORATED, U.S.A.
        CHOCOLATE SHOP [BAKERITE COMPANY]
        EGGSELL (EXCEL) EGG COMPANY [RAKUSEN'S EGGSELL COMPANY]
        VENTURI, F. [VENTURIS' SPECTIAL STORE OF ITALIAN PROVISION]
        AIKOSHA DAIRY
        NESTLE & ANGLO-SWISS CONDENSED MILK COMPANY [later NESTLE MILK PRODUCTS (CHINA), LTD.]
        CHINA TEA COMPANY, LTD.
        GETZ, BROTHERS & COMPANY
          Kilm Powdered Milk
        CADBURY
          Bournvillle Cocoa
        中德商店
        遊民工廠
        上海潮州會館
        元順公司
        南京榮泰祥
        中華公司
        厚和公司
        和室公司
        萬金
      Publicity/Propaganda
        CHINESE NATIONAL ASSOCIATION OF WOMEN AND CHILDREN 中國救濟婦孺總會
        紅卍會永遠賑濟基本劵事務所
        上海慈善救濟會
        中華公司
        善利全飛來福
        廣萬源善中廣蕙源外埠
        漢口大達公司
        中華公司
        振華公司
        義大利
        杭州
        兆元升元
        仁裕
        大吉祥
        紹興
        義利源
        億中
        義成
        全號
        元利嘉興
        永最利
        南昌
        福順祥
        山東平民工廠
        廣濟公司
        或俟商店
        上海㳺民工廠
        無錫旅滬同鄉會
        廣濟公司
      Urban service, energy & transportation
        ADMIRAL ORIENTAL LINE [PACIFIC STEAMSHIP COMPANY]
        CHINESE STATE RAILWAYS
        NIPPON YUSEN KAISHA [N.Y.K.] [JAPAN MAIL STEAMSHIP CO.]
        OSAKA SHOSEN KAISHA [O.S.K.]
        PACIFIC MAIL STEAMSHIP [P.M.] [PORTLAND ASIATIC S.S. KAI CO., OCCIDENTAL & ORIENTAL STEAMSHIP CO., alias TOYO KISEN SHA, ORIENTAL S.S. CO.]
        PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
        SHANGHAI GAS COMPANY, LIMITED
        TOYO KISEN KAISHA [T.K.K.]
        FOCH & COMPANY, N.
        GENERAL ELECTRIC COMPANY (OF CHINA), LTD. [G.E.C.]
        LEA RECORDER COMPANY, LD.
        MUNICIPAL ELECTRICY DEPARTMENT [OFFICE]
        AMERICAN LINE [UNITED STATES LINES af. 1932]
        ATLANTIC TRANSPORT LINE
        BARBER STEAMSHIP LINES, INCORPORATED
        BLUE FUNNEL LINE [THE] [OCEAN STEAMSHIP COMPANY]
        BRITISH-INDIA APCAR STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
        CANADIAN PACIFIC RAILWAY CO. ROYAL MAIL STEAMSHIP LINE [C.P.]
        CHINA IMPORT & EXPORT LUMBER COMPANY, LD.
        CHINA NAVIGATION COMPANY, LIMITED [C.N. CO., LTD]
        COLUMBIA PACIFIC SHIPPING COMPANY
        EAST ASIATIC COMPANY, LIMITED
        EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
        FURNESS (FAR EAST), LTD.
        GLEN LINE EASTERN AGENCIES, LTD.
        GREAT NORTHERN RAILWAY COMPANY
        HAMBURG AMERIKA LINIE [SHANGHAI FILIALE]
        HARRISONS, KING & IRWIN
        LEYLAND LINE
        LLOYD TRIESTINO STEAMSHIP NAVIGATION COMPANY
        MAGILL & COMPANY, JAMES
        MARSHALL & COMPANY, G.N., LD.
        MESSAGERIES MARITIMES DE France, M.M.
        RED STAR LINE
        ROBERT DOLLAR COMPANY
        SOUTH MANCHURIA RAILWAY COMPANY [S.M.R.], DAIREN
        STRUTHERS & BARRY
        TAMPA INTER-OCEAN S.S. COMPANY
        U.S. SHIPPING BOARD
        WHITE STAR DOMINION LINE
        WILCOX-HAYES COMPANY, INC.
        JUNKER & RUH
        SHANGHAI POWER COMPANY [Zhabei electric power plant]
        Shanghai telegraph office
        China Mutual Steam Navigation Company, Ltd.
        Moller & Company
        六河溝煤礦公司
        上海聯義熟煤公司
        北票煤鑛股份有限公司
        膠濟鐵路管理局
        滬杭甬鐵路管理局
        津浦鐵路
    Advertising targets: Consumers & Markets
      An expanding market impulsed by the first American firms: The first step toward mass consumption in Shanghai?
        A trend toward mass production and consumption of goods, an effort to make products available to a wider range of consumers, if not the average Chinese people, a trend toward market democratization through the mass production of American and Chinese goods, which participated in the emergence of a society/culture of mass consumption. First American firms anxious to reach ordinary Chinese consumers, the average Chinese, if not the Chinese "masses" embodied by the "coolie" figure (Bacon, 1929: 756) "to delve deeply into the problem of using advertising as a means of reaching China "from top to bottom" with a variety of products (Sanger, 1921 : 58)
      Yet a market that remained dual/a two-tiered market
        Only 10% of well-doing in China, who could afford expensive foreign goods (considered as luxuries in China); yet they represented 50 to 50 million people, and that figure was constantly growing in the 1920s (Bacon, 1929 : 758).
        90% of poor and illiterate Chinese (Bacon, 1929: 756) who remained at the margins of the market
      An increasing market segmentation
        A remarkable effort from advertising professionals to better know/understand consumers
        A refined view of the market, an growing awareness of consumers' sex (first women, then men), age (especially children and babies), social classes, personal tastes
          Women constituted advertisers' primary targets, for two main reasons, refering to either two visions of feminity or two types of women
            Mothers and housewives, as main/direct purchasers of domestic goods, were a privileged target for advertisers
            Sexy women (Modern girl) or ladies (New Woman), as tastemakers and fashion leaders, and sex appeals while addressing male consumers
  System/configuration of mediums (P1, P2, P3, P6)
    Preeminence of (Chinese) press advertising over outdoor advertising (Bacon, 1929)
      Outdoor/3D advertising (2,5 million dollars/year)
        Three types of "classical" mediums and two main materials following their own rhythmic patterns for maintenance and rental (Bacon, 1929 : 766)
          2000 billboards
            500 paper poster boards
            1500 painted boards (repainted every month)
          Painted signs on walls (rented by the year)
        Two main standards (Crow, 1926 ; Bacon, 1929), refering to two non exclusive spatial strategies
          Large-size "24 sheet boards" (11x25 feet) : erected at main crossroads, based on mass effect, strategic location (Bacon, 1929: 766)
          Small 12 sheet boards or single poster boards (30 x 40 inches), disseminated throughout the entire city, particulary adapted to narrow Chinese streets and short distance movements of Chinese people in their daily life, restricted to the neighborhood (Crow, 1926)
          Odd sizes (Crow, 1926)
        More and more illuminated boards and signs (?) yet restricted to the most powerful companies, or to small shopsigns
          First neon signs initiated by Oriental Advertising Agency (first charge, no monthly rental) (Bacon, 1929. 759) before the advent of Claude Neon Lights, Fed. Inc. (1929)
        Residual sniping (Bacon, 1929 : 765) before the enforcement of municipal regulations in 1929-1930
      Indoor/2D/printed advertising
        Publishing house
          Oriental Press
          Commercial Press: printed 2/3 of the books read in China, employed more than 5000 employees (Bacon, 1929 : 760)
          Willow Pattern Press
        Growing importance of newspapers for he nascent advertising profession, and conversely, growing importance of advertising revenues for newspapers (10,5 million dollars/year); 3300 publications of all kinds in China (Bacon, 1929 : 755) : more than 100 in Shanghai only (Bacon, 1929 : 761)
          Growth and modernization of Chinese newspapers, which tended to become commercial enterprises (6 millions dollars/year = 80%); 350 Chinese dailies ; 7 large foreign dailies in Shanghai (6000 to 7000 daily circulation ; 5 large Chinese dailies, among which 2 giants (more than 100 000 daily circulation) and 3 large papers (10 000 daily circulation) (Bacon, 1929 : 755).
            Shenbao (1 million dollar/year) (Bacon, 1929 : 761)
            Xinwenbao
          Foreign newspapers remained stable if not "conservative", despite the emergence of a strong American press, able to compete with the pionneering British press (2 millions dollars/year= 20%)
            North China Herald (1850)/North China Daily News (1864)
            China Press
            Shanghai Evening Post and Mercury
  Floating Topic