Some few years ago, at the request of one of our readers, we drew attention to the advertisement hoarding then being put up at the corner of the Hungjao, Warren and Great Western Roads, with the suggestion that objects of this kind are not an improvement to the countryside and might well be withdrawn. Since then we have been asked by other readers to go further into the whole question of advertisement hoardings, which undoubtedly threaten to become a serious blemish to the surroundings of Shanghai. Accordingly, the present writer took a run round Avenue Joffre, Avenue Haig, Hungjao, Warren and Brenan Roads yesterday morning to see what hoardings there are. Let it be emphasized that the following is no sense whatever an attack on advertisement hoardings generally, still less upon the firms who are using them. We fully recognized that the latter are entitled to buy the available space for advertising and that if they had not taken it, their competitors would have done so. As regards, hoardings generally, the question is one of comparison. In the business quarters, we all accept many things which we may not altogether like as being necessary to the business. But when we go into the country, it is expressly to get away from business associations and the reminders provided by huge advertisements of soaps and pills are a disfigurement to the surroundings and an irritant.

The hoardings described "Blydensburg’s Turn" on Avenue Haig, opposite the end of Avenue Joffre, is no-named from a long-departed resident who bought a plot of land here to have room on which to turn the tandem that he drove, the road at that time going no farther. A few years ago, the Council embellished the turn with bushes and a grass plot. But these have made way for three hoardings, advertising a local newspaper, Bourneville Cocoa and Gossage’s Primrose Soap. There has been an attempt to make hoardings as ornamental as possible by building them in the shape of Chinese pails. But situated where they are, in one of the pleasantest residential quarters, nothing can really redeem them.

The next point for notice is the junction of Hungjiao, Warren and Great Western Roads. Here in addition to the big hoarding of Lactogen previously mentioned (?), there are on other sides of the space, posters announcing Texaco Oils and Nestle’s Cocoa.

From here one went by Warren and Brenan Roads to the southern gate of Jessfield Park. The space fronting this gate has been laid out with the greatest care, with flower beds, lawns, trees and stone images. It should surely be kept free from advertisements. But on one side of the road, in the grounds of an otherwise rather ornamental looking cafe, are boards announcing Germol, Flyosan, Chesterfield cigarettes and Texaco oils; and right alongside the very carefully designed entrance to the park, another board advertising Wrigley’s Gum and Black and White Whiskey.

Lastly, at the Jessfield patch, along the creek side, are hoardings of Asahi beer, Minimax, Claxo and 555 Cigarettes.

The Bubbling Well tram terminus is flanked by big hoardings: but to these we do not think exception can be taken, because, if they are not really almost in the business quarter now, they certainly cannot be called in the country.

The Council Powerless. The Municipal Council has no power over these hoardings. In 1914 it passes a resolution though the ratepayers’ meeting to tax hoardings in the Settlement at rates from 5 to 50 taels cents per square foot. And it is interesting to recall that the chief reason for so doing was, not to get revenue, but to control the amazingly unsightly posters then prevalent. The Chinese could do something and, if they think of doing so, we would specially draw their attention to the hideous hoardings along the banks of the lower Huangpu. In this connexion we are informed that the Chinese authorities of Hangchow absolutely forbid hoardings round their beautiful city. All honour to them.

Voluntary abstention. In recent years there has been a campaign in England against hoardings in the country, in response to which the Shell Motor Spirit announced, last year we think, that is would take down all its country advertisements. In China too, it may be mentioned, one of the most prolific firms, the B.A.T. Co., has been scrupulous as regards the country and, in particular, allow none of its posters to be pasted on the walls of temple, as some of its rivals regrettably do. From the advertiser’s point of view, one cannot but wonder whether these outlying hoardings really pay. In the town their advertisements catch the eye of thousands daily. On the country roads they are scarcely seen by as many hundreds in a week. But those hundreds are precisely the people who, having gone out for exercise, change of surroundings and such beauty of nature as the Shanghai countryside affords, feel the intrusion of the hoardings most keenly. There are many places for hoardings in the Settlement. As regards the outside we appeal to advertisers to exercise a self-denying ordinance and we believe it will pay them to do so.