PK J meta.xml{337541#FFFFFFXMind3.6.0.R-201511090408PKH PK J content.xml -1934Advertising "assemblages" 1930-19371System/configuration of representations (P5)Page landscapesCopy modelsShorter textsMore efficient titles or slogansRealistic images of the package/productMore refined figurative illustrationsOrnamental and stronger bordersPlay on typographyPlay on contrastsDiscursive styles Prominent rational styleTestimonials from experts or celebritiesWarning against imitationsShorter educational and descriptive texts (reason-why copy)Progress of emotional/suggestive styleAppealing and lively illustrations Sexy womenIdeal mother and familyCute childrenComical styleHumoristic figuresComic-strip devicesAppeal to the senses and emotions Rich and refined lexical field related to vision, taste and touchProminence of positive emotions (joy, happiness, success) and smiling figuresDirect address to the consumer (question marks, exclamation points)AppealsHealthTasteSex/BeautyChild/YouthHappinessSystem/configuration of actors (P3, P4)Advertising agents/professionalsProliferation of agencies, especially Chinese, often precarious/ephemeralDouble trend toward specialization/technicial turn (neon lights) and tendency to dispersal or dissipation (sundry ads by Bozallo) Growth of neon lights companiesClaude Neon Lights, Fed. Inc. (1929): pionneering company in Shanghai, exclusive owner of the patent "Claude" for the Far EastProliferation of competitive Chinese neon light companies (SMA)General Neon LightShanghai Neon LightBelge Neonlite Business sectors, advertised goods or services, advertisers and brandnamesBeauty/AppearanceARTS AND CRAFT, LTD. 美藝公司 [美商美藝有限公司]DAGGETT & RAMSDELLFRANCIS BEAUTY SALONNICHOLAS (COLA) INSTITUTE DE BEAUTEPAUL'S BEAUTY PARLOURCOLETTE [Dress-Making Establishment]EVANS & SONS, EDWARD, LTD.HOLLINS & COMPANY, WM., LTD.PEACH & COMPANY, LTD. SALON DE CORSETS PARISIENSCHIC DE PARIS [LE]ALEXANDER CLARK COMPANY, LTD. [THE]SIMMONS [BEDDING] COMPANYPOND'S EXTRACT COMPANYPOND'S COLD CREAMINTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]ROSE SOAPSean 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CultureCheng Chung Book Co., Ltd. (Nanking) 正中書局 (南京]CHINA ART SHOPCHINA PUBLISHING HOUSE [alias CHINA BOOKSTORE] 中華書局 COMMERCIAL PRESSMODERN 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 COMPANYGEHR JUNGHANS AKT. GES. [alias Aktiengesellschaft für Uhrenfabrikation Lenzkirch (Public company for clockmaking Lenzkirch)] UNITED STATES RUBBER EXPORT COMPANY, LTD.MOUTRIE & COMPANY, S., LIMITEDCHINA AMERICAN PUBLISHING COMPANY [AMERICAN BOOK SHOP]CHINA JOURNAL [THE]FAR EASTERN REVIEWKELLY & WALSH, LIMITEDMETROPOLE HOTEL NEWS' STANDNORTH CHINA DAILY NEWS & HERALD, LTD.SHANGHAI BUSINESS COLLEGE SHANGHAI MAINICHI SHIMBUN [THE]WHITTAKER [alias & ROUTLEDGE, LD.?]ZIANG KEE BOOK COMPANY, F., LTD.LEICA CAMERA AGLYNN STUDIOS, RALPH MONDENACH, K. RADIO CORPORATION OF AMERICA [RCA] VICTOR COMPANY OF CHINAEngineering/IndustryCHINESE ENGINEERING & MINING COMPANY, LIMITED [THE]DODGE & SEYMOUR (CHINA), LIMITED [MARKT & COMPANY (SHANGHAI), LIMITED]RACINE, ACKERMANN & CIE [SOCIETE ANONYME]SHANGHAI POWER COMPANYBABOUD MARY & CIECHUNG FU JOINT MINING ADMINISTRATION DORMAN LONG & COMPANY, LIMITEDKAILAN MINING ADMINISTRATION SHANGHAI LUMBER & COAL COMPANY [HEAD OFFICE]AUTO PALACE COMPANY, LTD.BILLS MOTORS, FEDERAL INCORPORATED, U.S.ASHANGHAI HORSE BAZAAR & MOTOR COMPANY, LTD. [THE]TAYLOR GARAGE, LIMITEDUSED CAR MARTGENERAL ELECTRIC COMPANY (OF CHINA), LTD. [G.E.C.]JACKS & COMPANY, WILLIAMUNITED 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 COMPANYMAGNETI-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FinanceCOMMERCIAL BANK OF CHINA [IMPERIAL BANK OF CHINA]CHINA REALTY COMPANY, FED. INC., U.S.A.Agricultural Bank of ChinaBANK OF CHINAChina Savings Bank CorporationCONTINENTAL BANKINTERNATIONAL SAVINGS SOCIETYPudong Commercial & Savings BankSHANGHAI STOCK EXCHANGESPENCE, ROBINSON & PARTNERS [MOORHEAD, HALSE & ROBINSON]SUZHOU SAVINGS BANKRealty Investment Company, Federal Inc., U. S. A. T’a Ch’ang Kung SzeLESTER, JOHNSON & MORRISSCAMPBELL & 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]