Feuille 1
The Limitations of Mainstream Historical Research on Advertising
  Distorted vision of images
    Flat/2D image (image-representation)
      Surface-Mirror (Pang's "distorting mirror" 2008)
      Mental Landscape (Mittler's mindmaps/mindsets 2013)
  Focus on consumption/consumers and their assumed desires/imaginaries (despite the lack of material evidence)
  Deceiving lenses, unsatisfying methods and instruments
    Numerical Approximations
    Vague inventory and imprecise description
    Fleating localization and cultural mapping
  Narrow scope of questions/problems
    China/West, Nationalism/Imperialism (Dikötter, Fraser, Gerth) & postcolonial approaches (MGAW)
    Relationships between Nation-State/Family/Individual & social-political approaches (Tsai 2010)
    Women/Gender approaches (MGAW, Mittler, Pang, etc.)
  Limited set of materials
    Press
      Daily Newspapers (Büschel, Mittler)
      Periodicals, mostly illustrated magazines (Liangyou) (Pickowicz 2013, Yan 2012)
    Calendar Posters (Laing 2004)
  Narrow range of product-oriented monographies
    Medicines (Cochran 2004, 2006; Lean 1995)
    Cigarette (Büchel, Cochran 1980, Pedelty 2012)
    Cosmetics (MGAW)
    The two most represented products in advertising spaces at the time: a major documentary bias, revealing the neglect of such basic rule in historical practice as external/critical analysis of available materials (to discriminate what is present from what is missing in the corpora)
  Deep/3D image-object or artefact
  Surface-area (space to be measured/bounded/qualified)
  Physical/Material Landscape (to be situated/located/occupied/described/qualified/measured/numbered)
  Production/Process of Making images and artefacts by various actors engaged in complex relationships and networks
  Precise census & measuring
  Rigorous typology & classification
  Precise description of physical attributes
  Geographical mapping of physical places (points), zones (areas), frontiers (lines) and dynamics (arrows)