1934
Advertising "assemblages" 1930-1937
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Shorter texts
      More efficient titles or slogans
      Realistic images of the package/product
      More refined figurative illustrations
      Ornamental and stronger borders
      Play on typography
      Play on contrasts
    Discursive styles
      Prominent rational style
        Testimonials from experts or celebrities
        Warning against imitations
        Shorter educational and descriptive texts (reason-why copy)
      Progress of emotional/suggestive style
        Appealing and lively illustrations
          Sexy women
          Ideal mother and family
          Cute children
        Comical style
          Humoristic figures
          Comic-strip devices
        Appeal to the senses and emotions
          Rich and refined lexical field related to vision, taste and touch
          Prominence of positive emotions (joy, happiness, success) and smiling figures
        Direct address to the consumer (question marks, exclamation points)
    Appeals
      Health
      Taste
      Sex/Beauty
      Child/Youth
      Happiness
  System/configuration of actors (P3, P4)
    Advertising agents/professionals
      Proliferation of agencies, especially Chinese, often precarious/ephemeral
      Double trend toward specialization/technicial turn (neon lights) and tendency to dispersal or dissipation (sundry ads by Bozallo)
        Growth of neon lights companies
          Claude Neon Lights, Fed. Inc. (1929): pionneering company in Shanghai, exclusive owner of the patent "Claude" for the Far East
          Proliferation of competitive Chinese neon light companies (SMA)
            General Neon Light
            Shanghai Neon Light
            Belge Neonlite
    Business sectors, advertised goods or services, advertisers and brandnames
      Beauty/Appearance
        ARTS AND CRAFT, LTD. 美藝公司 [美商美藝有限公司]
        DAGGETT & RAMSDELL
        FRANCIS BEAUTY SALON
        NICHOLAS (COLA) INSTITUTE DE BEAUTE
        PAUL'S BEAUTY PARLOUR
        COLETTE [Dress-Making Establishment]
        EVANS & SONS, EDWARD, LTD.
        HOLLINS & COMPANY, WM., LTD.
        PEACH & COMPANY, LTD.
        SALON DE CORSETS PARISIENS
        CHIC DE PARIS [LE]
        ALEXANDER CLARK COMPANY, LTD. [THE]
        SIMMONS [BEDDING] COMPANY
        POND'S EXTRACT COMPANY
          POND'S COLD CREAM
        INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
          ROSE SOAP
        Sean You Zoo & Company 三友實業社
        大豐套鞋商店
        陳財記皮鞋店
        福昌祥棉布莊
        浦東南滙民利紗廠股份有限公司
        震寰紡織股份有限公司
        中國國貨公司
        華新羽絨公司 [長沙]
        杭州臨豐染織廠
        天蟾玻璃廠
        華豐玻璃廠
        江蘇川南崇寶
        水明昌洋貨木器號
      Culture
        Cheng Chung Book Co., Ltd. (Nanking) 正中書局 (南京]
        CHINA ART SHOP
        CHINA PUBLISHING HOUSE [alias CHINA BOOKSTORE] 中華書局
        COMMERCIAL PRESS
        MODERN BOOKSTORE 現代書局
        上海嚶嚶書屋
        黎明書局
        現代書局
        華商書局
        上海心靈科學書局
        China Society of Economic Research 中國經濟研究會
        CHINESE MIDDLE SCHOOL FOR GIRLS 中國女子中學校
        大夏大學
        大公職業學校曁附設初級中學
        光華大學
        江蘇省立國學圖書館
        會文堂新紀書局
        百城書局（天津)
        著者書店（北平）
        口兒童書局總店
        人文月刊社
        光夏中學曁小學部
        斜橋德潤學校 [德潤高級商職業學校]
        晨光職業學校
        立案開明中學
        中國文化學會
        時事月報社
        美商愛世開洋行[科學部]
        利利文藝公司
        南洋無線電報傳習所
        南洋中學
        東方書塲
        私立浦東中學
        上海美術專科學校
        上海圖書館學函授學校
        上海宗敎哲學研究社
        上海鄕村師範學校
        SHENBAO 申報館
          SHENBAO [CIRCULATING LIBRARY] 申報流通圖書館
          SHENBAO [PUBLISHING DEPARTMENT] 申報特種發行部
          SHENBAO MONTHLY COMPANY 申報月刊社 [申報特種發行部]
        中央政治學校
        軍政部軍需學校
        中央陸軍軍官學校
        PARKER PEN COMPANY
        GEHR JUNGHANS AKT. GES. [alias Aktiengesellschaft für Uhrenfabrikation Lenzkirch (Public company for clockmaking Lenzkirch)]
        UNITED STATES RUBBER EXPORT COMPANY, LTD.
        MOUTRIE & COMPANY, S., LIMITED
        CHINA AMERICAN PUBLISHING COMPANY [AMERICAN BOOK SHOP]
        CHINA JOURNAL [THE]
        FAR EASTERN REVIEW
        KELLY & WALSH, LIMITED
        METROPOLE HOTEL NEWS' STAND
        NORTH CHINA DAILY NEWS & HERALD, LTD.
        SHANGHAI BUSINESS COLLEGE
        SHANGHAI MAINICHI SHIMBUN [THE]
        WHITTAKER [alias & ROUTLEDGE, LD.?]
        ZIANG KEE BOOK COMPANY, F., LTD.
        LEICA CAMERA AG
        LYNN STUDIOS, RALPH
        MONDENACH, K.
        RADIO CORPORATION OF AMERICA [RCA] VICTOR COMPANY OF CHINA
      Engineering/Industry
        CHINESE ENGINEERING & MINING COMPANY, LIMITED [THE]
        DODGE & SEYMOUR (CHINA), LIMITED [MARKT & COMPANY (SHANGHAI), LIMITED]
        RACINE, ACKERMANN & CIE [SOCIETE ANONYME]
        SHANGHAI POWER COMPANY
        BABOUD MARY & CIE
        CHUNG FU JOINT MINING ADMINISTRATION
        DORMAN LONG & COMPANY, LIMITED
        KAILAN MINING ADMINISTRATION
        SHANGHAI LUMBER & COAL COMPANY [HEAD OFFICE]
        AUTO PALACE COMPANY, LTD.
        BILLS MOTORS, FEDERAL INCORPORATED, U.S.A
        SHANGHAI HORSE BAZAAR & MOTOR COMPANY, LTD. [THE]
        TAYLOR GARAGE, LIMITED
        USED CAR MART
        GENERAL ELECTRIC COMPANY (OF CHINA), LTD. [G.E.C.]
        JACKS & COMPANY, WILLIAM
        UNITED STATES RUBBER EXPORT COMPANY, LTD.
        WILKINSON, HEYWOOD & CLARK, LTD.
        CHEE HSIN CEMENT COMPANY, LTD. [THE]
        AMILCAR [CGS]
        BREDA [BREDA MECCANICA BRESCIANA or Società Italiana Ernesto Breda]
        CEAT [Cavi Elettrici e Affini Torino]
        COMPAGNIA ITALIANA D'ESTREMO ORIENTE (C.I.E.O)
        FIAT [Fabbrica Italiana Automobili Torino]
        FORD MOTOR COMPANY
        MAGNETI-MARELLI [Fabbrica italiana Magneti Marelli (F.I.M.M.)]
        WILLARD STORAGE BATTERY COMPANY
        大星橡膠廠
        華順橡膠廠
        山海大理石廠股份有限公司
        灤州礦務股份有限公司
        上海華德工廠
        Shanghai Association of Electrical Works 上海市電器製造業同業公會
      Finance
        COMMERCIAL BANK OF CHINA [IMPERIAL BANK OF CHINA]
        CHINA REALTY COMPANY, FED. INC., U.S.A.
        Agricultural Bank of China
        BANK OF CHINA
        China Savings Bank Corporation
        CONTINENTAL BANK
        INTERNATIONAL SAVINGS SOCIETY
        Pudong Commercial & Savings Bank
        SHANGHAI STOCK EXCHANGE
        SPENCE, ROBINSON & PARTNERS [MOORHEAD, HALSE & ROBINSON]
        SUZHOU SAVINGS BANK
        Realty Investment Company, Federal Inc., U. S. A.
        T’a Ch’ang Kung Sze
        LESTER, JOHNSON & MORRISS
        CAMPBELL & COMPANY, ALEXANDER, LTD.
        SLEVOGT & COMPANY
        立信會計
        國安信託公司
        投資於房地產
        善性地產公司
        信平公司
        振業地產公司
        永安地產公司
        怡安公司
        中華指紋法學傳習所
        金通明律師
        孫照章律師
        唐豪律師
        鄂森律師
        協泰祥木行
        羅家衡律師
        沈宗泳律師
        彭學海律師
        郁鴻生律師
        陸紹宗律師
        李清輔律師
        吳凱聲律師
        周彝律師
        顧繼榮律師
        陸鼎揆律師
        薛篤弼律師
        潘瑩律師
        中國殯儀館
        BANK OF EAST ASIA, LIMITED [THE]
        BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
        BANQUE DE L'INDO-CHINE
        CHARTERED BANK OF INDIA, AUSTRALIA, AND CHINA [THE]
        COOK & SONS BANKERS, THOMAS, LTD.
        HAYDEN, STONE & COMPANY
        HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
        INTERNATIONAL BANKING CORPORATION [NATIONAL CITY BANK OF NEW YORK]
        INTERNATIONAL INVESTMENT TRUST COMPANY OF CHINA, LIMITED [THE]
        MERCANTILE BANK OF INDIA, LIMITED [THE]
        MITSUBISHI BANK, LIMITED
        NEDERLANDSCH INDISCHE HANDELSBAN, N.V.
        NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
        OVERSEA-CHINESE [BANKING] CORPORATION, LTD.
        PENINSULAR & ORIENTAL BANKING CORPORATION, LIMITED [P. & O.] [alias ALLAHABAD BANK, LIMITED]
        PIERCE & COMPANY, E.A.
        SHANGHAI FOREIGN EXCHANGE BANKERS' ASSOCIATION [THE]
        WHITE, WELD & COMPANY
        YANGTZE FINANCE COMPANY, LIMITED
        YOKOHAMA SPECIE BANK LIMITED
        AMERICAN ASIATIC UNDERWRITERS
        CONFEDERATION LIFE ASSOCIATION
        EXCESS INSURANCE COMPANY, LTD.
        GENERAL ACCIDENT, FIRE AND LIFE ASSURANCE CORPORATION, LTD. [FAR EASTERN MANAGER]
        MIDDLETON & COMPANY (INSURANCE), HUGH, LTD.
        MOTOR UNION INSURANCE COMPANY, LTD [THE]
        SHANGHAI INSURANCE OFFICE
        WEST COAST LIFE INSURANCE COMPANY [RICE & COMPANY, W.R]
        YANGTZE INSURANCE ASSOCIATION, LTD. [THE]
        EZRA & COMPANY, EDWARD
        HAIG COURT APARTMENTS
        SHANGHAI INVESTMENT LAND COMPANY, LTD.
        BUTTERFIELD & SWIRE
        DODWELL & COMPANY, LTD.
        MACKINNON MACKENZIE & COMPANY
        MELCHERS & COMPANY
        LONG-FEI LIVE STOCK COMPANY, LIMITED
        ARIKAWA, T.
        INTERNATIONAL FUNERAL DIRECTORS
        MACDONALD & COMPANY, THOMAS, [alias SOONG MOW]
        MOORE & COMPANY, L., LIMITED
        NOEL, MURRAY & CO. LIMITED
      Health/Hygiene
        CHINA CHEMICAL INDUSTRIES, LIMITED 中國化學工業社無限公司 [alias 中國化學工業社股份有限公司]
        FOSTER-MCCLELLAN COMPANY
          Doan Ointment
        GREAT CHINA DISPENSARY 中西大药房
        GREAT EASTERN DISPENSARY 中法大药房 [中法大药房合资公司]
        INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
        LABORATOIRES MIDY [MIDY FRERES]
          Santal Midy
          Ever-Ready Blades
        LAMBERT PHARMACAL COMPANY
          Listerine Toothpaste
        MULLER AND PHIPPS (ASIA), LIMITED
          Kolynos
        SINE LABORATORY
        SUN SUN COMPANY [Health Department]
        中國化學工業社總公司
        上海老北門口茂昌眼鏡公司
        東方化學工業社
        粵港滬天喜堂藥行 [上海支行]
        開成造酸公司
        大中醫院
        九福製藥有限公司
        元昌行
        虎標永安 [上海分行]
        神經病院
        佛慈大藥廠有限公司 [上海]
        同仕醫藥所
        馮氏
        舒同壽藥店
        大川醫院
        中德產科蓬院
        ALLEN & HANBURYS LIMITED
          ALLENSBURY'S PASTILLES
          ALLENBURYS FOODS FOR INFANTS
        BAYER PHARMA COMPANY
          Helmitol
          Panflavin
        BURROUGHS WELLCOME & CO [Wellcome Foundation Ltd., London England]
          Kepler Cod Liver Oil
        NATHAN & COMPANY, JOSEPH, LIMITED [alias GLAXO]
        WILLIAMS' MEDICINE COMPANY, DR.
          Baby's Own Tablets
        WULFING & COMPANY, A
          Formamint
        RONDON & COMPANY, LIMITED, LOUIS
          Pastilles Valda
        CAOTEOL [LE]
        GRADOW, DR. A., M.D. [Berlin University Clinic]
        HELFENSTEIN, DR., M.D.
        HOLPER, DR. R., M.D. [Paris University]
        KASSOFF, DR. J., M.D. [Berlin and New York Clinics]
        KASTEIN, DR. J.
        LANGE, DR. HORT, M.D.
        LOEWENBERG, DR. MED. R.D., M.D. [formerly Neurological and Psychiatrical University Clinic, Hamburg]
        MOSSE, DR. MED. CARL. E.
        BRITISH CHIMNEY SWEEPING COMPANY [alias BRITISH CHIMNEY SWEEPING & SANITARY CLEANING COMPANY]
        ESSO COMPANY
        FAR EASTERN SANITARY COMPANY [FESCO]
        PARKES & COMPANY, G.H.
        LAZARUS, N. [OPTICIANS]
      Leisure/Pleasure
        HUADONG TOBACCO COMPANY
          Betelnut Cigarette
        HUAMEI TOBACCO COMPANY [SHANGHAI TOBACCO COMPANY]
          Maskee Cigarette
        ILBERT & COMPANY, LIMITED
          Du Maurier Cigarettes
        MAJOR DRAPKIN AND COMPANY
          Federal Cigarettes
        中國國貨公司
        隆烟公司
        PERNOD FILS
          Absinthe Pernod
        CRYSTAL THEATRE
        GONGWUTAI CINEMA
        GUANGHUA THEATRE
        HONGKONG THEATRE
        HONGKOU THEATRE
        JIUXING THEATRE
        LAFAYETTE MOVIE THEATRE
        MINGXING THEATRE
        NEW WORLD
        Olympic Theatre
        PALACE THEATRE
        PARADISE THEATRE
        PARIS THEATRE
        PENGLAI THEATRE
        SHANXI THEATRE
        SINCERE AMUSEMENT CENTER
        GREAT WORLD
        SMALL WORLD
        SOUTH EASTERN THEATRE
        TIANCHAN DANCING HALL
        VENUS THEATRE
        VICTORIA THEATRE
        WESTERN THEATRE [XIHAI THEATRE]
        WING ON AMUSEMENT CENTER
        ZHEJIANG THEATRE
        吉地
        華德大戲院
        明珠大戲院
        百老滙大戲院
        天一公司
        共和大戲院
        共和大戲院
        雷電華公司
        晨光影片公司
        九一八話劇社
        新玉堂春
        福安遊藝塲 [福安公司]
        小達子雲艷霞
        炳記三星舞台
        CATHAY THEATRE
        CARLTON THEATRE
        GRAND THEATRE
        ISIS THEATRE [alias SHANGHAI THEATRE]
        NANKING THEATRE
        RITZ THEATRE
        STRAND THEATRE
        WILLIE'S THEATRE
        BRITISH-AMERICAN TOBACCO COMPANY (CHINA), LTD.
        CARRERRAS TOBACCO COMPANY, LTD.
        ENTERPRISE TOBACCO COMPANY, LTD.
        CALDBECK, MACGREGOR & CO.
        HENNESSY & COMPANY, JAS
        MARCHANT, CHARLES
        MELROSE
        NOILLY PRAT
        AMERICAN WOMEN'S CLUB
        CATHAY HOTELS, LTD.
        CAPITOL THEATRE
        DOPPEL-KUMMEL
        EMBASSY THEATRE
        HINDS & BARR
        LYCEUM THEATRE
        METROPOL THEATRE
        CANIDROME BALLROOM [THE]
        HAKONE SUKIYAKI HOUSE
        BURROUGHES & WATTS
        PALACE HOTEL
        YANGTZE RAPID STEAMSHIP [S.S.] COMPANY
        WHITEAWAY, LAIDLAW & COMPANY, LTD.
      Nutrition
        CHOCOLATE SHOP [BAKERITE COMPANY] 沙利文
        CHINA MILK POWDER COMPANY, LIMITED
        HORLICK'S MALTED MILK COMPANY, LTD.
        LIBERTY DAIRY
        SHANGHAI DAIRY FARM
        中國灌音公司
        萬隆火腿南肉老棧
        CHIVERS & SONS, LIMITED
          CHIVER'S JAMS
        LEA & PERRINS [HEINZ COMPANY, H.J.]
          LEA & PERRINS' SAUCE [WORCESTER'S SAUCE]
        CULTY DAIRY COMPANY, LTD.
          CULTY'S MILK
        LANE CRAWFORD & COMPANY, LIMITED
        WATSON'S MINERAL WATERS CO., LTD [Authorized Bottler]
      Publicity/Propaganda
        SHANGHAI MUNICIPALITY LAND BUREAU 上海市土地局
        MINISTRY OF FINANCE 財政部
        MINISTRY OF TRANSPORT 交通部
        SHANGHAI CITY GOVERNMENT 上海市政府
        上海市敎育局
        上海法公董局
      Urban service, energy & transportation
        BABOUD MARY & CIE
        AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.]
        BARBER-WILHELMSEN LINE
        BLUE FUNNEL LINE [THE] [OCEAN STEAMSHIP COMPANY]
        BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
        CANADIAN NATIONAL RAILWAYS
        CANADIAN PACIFIC RAILWAY CO. ROYAL MAIL STEAMSHIP LINE [C.P.]
        CHINA NATIONAL AVIATION CORPORATION (C.N.A.C.) [SHANGHAI TICKET OFFICE]
        CHINESE AMERICAN SHIPPING COMPANY, INC.
        CHINESE EASTERN RAILWAY COMMERCIAL AGENCY & TRAVEL BUREAU [alias CHINA EASTERN RAILWAY TRAVEL BUREAU]
        CHUNG HWA CHOW KA DOO WHARF [alias CHUNG HWA WHARF COMPANY, LTD. ?]
        COAL MERCHANTS' WHARF
        DAIREN KISEN KAISHA [D.K.K.]
        EAST ASIATIC COMPANY, LIMITED
        EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
        GLEN LINE EASTERN AGENCIES, LTD.
        HAMBURG AMERIKA LINIE [SHANGHAI FILIALE]
        HIRANO, K. [alias HIRANO PACKING COMPANY]
        MAERSK LINE
        MARDEN & CO., G.E., LTD.
        MESSAGERIES MARITIMES DE France, M.M.
        NEE TAI SHING [TUNGKADOO NORTH] WHARF [NEE TAI SHING WHARVES]
        NIPPON YUSEN KAISHA [N.Y.K.] [JAPAN MAIL STEAMSHIP CO.]
        NORDDEUTSCHER LLOYD BREMEN [N.D.L.]
        OSAKA SHOSEN KAISHA [O.S.K.]
        PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
        PRESIDENT LINERS [DOLLAR STEAMSHIP LINE]
        ROOSEVELT S.S. COMPANY, INC.
        STATES STEAMSHIP COMPANY
        SWEDISH EAST-ASIATIC COMPANY LIMITED
        UNITED FLEETS-LLOYD TRIESTINO, MARITTIMA ITALIANA, SITMAR
        UNITED NETHERLANDS NAVIGATION COMPANY [FAR EASTERN FREIGHT SERVICE]
        JAVA-CHINA-JAPAN LIJN, AGENTSCHAP SHANGHAI N.V.
        蘇州電氣廠股份有限公司
        北票煤鑛公司[上海倉庫]
        華商大通煤鑛公司
        灤州礦務股份有限公司
        上海內地自來水公司
        大生輪船公司 [泰州]
        顧竹軒
        三北公司
        粵漢鐵路株韶段工程局
    Consumers/Markets
  System/configuration of mediums (P1, P2, P3, P6)
    Outdoor/3D advertising
    Indoor/2D/printed advertising
  DODGE & SEYMOUR (CHINA), LIMITED [MARKT & COMPANY (SHANGHAI), LIMITED]