PK .J meta.xml^574358#F3F4F9XMind3.6.0.R-201511090408PKc ^ PK .J content.xmlJYNEWMILKS, LTD.3Spacetime representations/practicesShanghai in a global-local organization of production Shanghai is not a dairy production country, then only a recent market for milk consumptionover populated, no place for pasturagesunsuitable climate conditionsaffecting the bacteriology of reconstructed milk Source: SMA (SMC), U1-4-1793 (1656)Milk sold in Shanghai is brought/imported from New Zealand (country known to be specialized in milk production)A new distributing/delivery system making fresh milk available to anyone, anywhere at any time in Shanghai on a simple phone callNewmilks' global-local "network"? Regional (East-Asian) networks for the production of reconstructed milk, centered around New Zealand. Source: SMA (SMC), U1-4-1793 (1653)Circulation of brands: testing Strawberry Flavoured milk in Shanghai (launched in Honolulu)Sensorial RegimesVisual senseDrinking rich milk to prevent eye diseases (Ophtalmia)Colors"The deep/rich golden colour of the milk" = a proof of the quality of the cream and the breed of the cow, of the greenness and quality of the pastures. Source: SMA (SMC), U1-4-1793 (1635). "White or "blue" milk is essentially deficient in the primary vitamin (A)" = a proof of food value of the milk. Source: SMA (SMC), U1-4-1793 (1641)Artificial colours of Strawberry flavoured milkRestricted sunlight in modern urban conditionsCauses Vitamin D deficiency which primarily affects children Source: SMA (SMC), U1-4-1793 (1643)Feeds the fad for UV, health-ray therapy and special glass windows or electric lamps (domestic/interior compensations)Feeds the attraction for outdoor activities/leisure, especially the beach (less in Shanghai than in the US?)TasteMilk should be palatableFlavoured milks (Chocomilk, strawberry)TouchSaid to be "untouched by (human) hands" (for hygienic reasons) Source: SMA (SMC), U1-4-1793 (1633)Suggested in descriptions of milk consistency - especially the curd tension in milk. Source: SMA (SMC), U1-4-1793 (1645). The large curds of which this is composed are so tough that they ca be cut with a knife, while under similar conditions the curds produced by human milk are small, of about the consistency of oatmeal, and so soft that the can be crushed to pieces by the flick of a finger.6th sense FreshnessBalanceDigestibilityVitamin B (the digestive or anti-neuritic vitamin). Source: SMA (SMC), U1-4-1793 (1641-1642)Primarily determined by the curd tension in milk Source: SMA (SMC), U1-4-1793 (1645)(Conventional?) Advertising appeals and devicesAuthority appeal InstitutionsSMC Grade "A" (competitive/Comparative ad)British Ministry of Health - official definition of milk in 1934Hannah Dairy Research instituteNutrition Service of the New York State Department of Health Source: SMA (SMC), U1-4-1793 (1642) Revision Committee of the Tenth U.S. Pharmacopoeia (effective as from January 1, 1935) John Hopkins UniversityVermont Agricultural Experiment StationNutrition Research, Merrill - Palmer SchoolCornell Medical College in 1932King's County Medical Milk CommisionDepartment of Dairy Industry, University of Idaho United States Public Health ServiceAmerican Public Health AssociationScienceLaboratory sceneMicroscopesTestimonials from Experts (Forwards)Figures, statistical data, tables, scientific reports... Source: SMA (SMC), U1-4-1793 (1636-1637)Providing bibliographical references and precise pages number for quotations. Source: SMA (SMC), U1-4-1793 (1647-1648, 1660)Photographic evidence (photos of the plant and machines used in the process of manufacturing reconstructed milk)Educational - Didactic toneDirect invitation to visit the factoryDescription/illustration of the manufacturing process "Reconstructed Milk - A Study of Improvement for China" - Advertising Pamphlet for Newmilk, Spring 1935: blurring the boundaries between commercial/scientific literature. Source: SMA (SMC), U1-4-1793 (1617-1660) To introduce a new industrial product to Chinese consumers (and reassure them regarding the very industrial process of manufacturing milk). It is only therefore in China that it is new. Source: SMA (SMC), U1-4-1793 (1659). Marketing & Labelling Bottles caps as a teaching aid?Other mediaDelivery coolies white coatsSignboardsSuperlative - Exaggerative ToneWidely used : U1-4-1793 (1585-1586)But denied and denounced at their competitors' Source: SMA (SMC), U1-4-1793 (1644)Cheapness (Source: SMA (SMC), U1-4-1793 (1657))In no way way connected with low quality Competitive costs of freight from New Zealand (as the the world's leading milk exporting country)Comparatively lower costs in Shanghai regarding the plant, ground space and equipment Health & hygienic obsessionsPasteurization/Sanatization and modern techniques VitamaniaVitamin A known as the "antixerophtalmic vitamin"Specially targeting children (growth)Hygienic bottling (aluminium)The products and their material aspectsDiversification/brand segmentationReconstructed milk« Vita-D » milk (highly vitamised milk for curative purposes)CreamIce CreamChocomilkStrawberry Flavoured Milk (in Summer : seasonnality?)The Company and its chaotic history (1935-1939)Changed ownership at least three times, on the edge of liquidation in 1936Press scandalsHas caused many trouble to the PHD Unsanitary/Unhygienic conditionsMisleading labelling and adertisivingIndebtedness (1938)Same obsession in the post-war United States (JWT Soft-Weve)An ideal case to examine the discrepancy/gap between (business) practices and advertising/marketing discourses? (unsanitary/unhygienic manufacturing conditions, financial scandals, etc). As if Newmilks Ltd. was a "cursed" company, there had been no improvement through the changes in the company's names, licensees and ownership.-> construire un arbre double opposant de part et d'autre les discours publicitaires/réalités de la fabrique, en partant de la fabrique (rapports des inspecteurs et vétérinaires lors de leurs visites, lettres diverses, etc). An ideal case to examine the discrepancy/gap between (business) practices and advertising/marketing discourses? (unsanitary/unhygienic manufacturing conditions, financial scandals, etc).
As if Newmilks Ltd. was a "cursed" company, there had been no improvement through the changes in the company's names, licensees and ownership.
-> construire un arbre double opposant de part et d'autre les discours publicitaires/réalités de la fabrique, en partant de la fabrique (rapports des inspecteurs et vétérinaires lors de leurs visites, lettres diverses, etc).
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