Sheet 1
THE HISTORIAN'S TYPOLOGY OF ADVERTISING "STYLES"/"AGES" IN SHANGHAI (1914-1949)
  Lu Meiseng's typology of advertising "methods" (1940)
    (1) Scientific 科學化 (kexuehua)
    (2) Propaganda-style （宣傳組織 xuanchuanzuzhi）
    (3) Notification-style (新聞 xinwen)
    (4) Comic (滑稽式 huajishi)
    (5) Classified ads (分類廣告 fenlei guanggao)
  Lu Meiseng's typology of advertising "genres" (種類 zhonglei) (1940)
    Educative (教育廣告 jiaoyu guanggao or 理由式 liyoushi)
      (A) Innovative (開創式 kaichuangshi)
      (B) Comparative (比較式 bijiaoshi)
      (C) Propaganda-style (宣傳組織 xuanchuanzuzhi)
    Non-educative
      (D) Notification-style 提示式 (tishishi)
  Wu's typology of appeals (1946)
    (I) Rational appeal/reason-why copy 揭由廣告 (jieyou guanggao)
    (II) Emotional/suggestive appeal or human-interest copy 人性興味訴求廣告 (renxing xingwei suqiu guanggao) or 暗示廣告 anshi guanggao
  (a) HYPERBOLIC STYLE (1914) (L'âge de l'exagération)
  (b) RATIONAL STYLE (1914-1924) (L'âge de la raison)
  (c) EMOTIONAL/SUGGESTIVE STYLE (1934-1949) (L'âge des émotions/suggestion)