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ID73
TitleTexas Company, Proposed location for Texaco advertising signs at gasoline filling stations, Avenue & Medhurst Road (1934-1935)
DateWednesday 13 June 1934
Estimated date1934-1935
Estimated period1930-1937
LocationShanghai IS
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Note(s)

Advertising Signs - Gasoline Filling Stations. Texas Company. 1934-1935. Source: SMA (SMC), U1-14-3268 (1318-1348).

Letter from Commissioner of Public Works to Texas Company (China), Limited - "Use of air Standards for Advertising Purposes". Shanghai, May 5, 1934. Source: SMA (SMC), U1-14-3268 (1319).

It has been brought to my notice that the upper compartments of several Texaco air standards have been fited with glass windows with the purpose of converting them into showcases for the advertisements of your lubricating oils.
As the conditions under which the easements on these standards are granted make no provision for such use, I must ask you to have the matter rectified.   

Letter from Texas Company (China), Limitedto Commissioner of Public Works  - "Attention: Mr. 1.J. Clements". Shanghai, May 7, 1934. Source: SMA (SMC), U1-14-3268 (1320).

With reference to your letter No. H-127/247 we wish to advise that we were not aware of the fact that the conversion of the upper compartments of our Air Standards into show cases was a contravention of Municipal Regulations. Since this does not comply with the conditions under which the easements were granted, we would like to be adivsed as to whether or not there are easements which cover this purpose.

Letter from Commissioner of Public Works to Texas Company (China), Limited - "Use of air Standards for Advertising Purposes". Shanghai, May 11, 1934. Source: SMA (SMC), U1-14-3268 (1322).

With reference to your letter of the 7th instant, enquiring whether there are easements to provide for the use of air standards for advertising purposes, I beg to inform you htat there is no provision for this forme of advertising.

Report by Deputy Commissioner of Public Works to Commissioner of Police - "Oil Advertisements on Public Footpaths". Shanghai, May 17, 1934.  Source: SMA (SMC), U1-14-3268 (1323).

It has been observed that one or two of the oil concerns have been advertising oils by displaying different oils on public footpaths near their patrol pumps or air standards. The Council grants easements to the oil companies for petrol pumps and air standards on public footpaths and there should be no additional obstrcutions, such as stands for bottles of oil, cans of oil or water, etc.
I shall be obliged if you will issue such instructions as you may think it, with a view to having these unauthorized obstructions removed and preventing similar encroachments on public footpath.

Letter from Texas Company to Secretary. Shanghai, May 17, 1934.  Source: SMA (SMC), U1-14-3268 (1324).

With reference to letter No. H-127/247 from the Public Works Department, we wish to advise that we were not aware that the conversion of the upper compartments of our air standards into showcases was a contravention fo Municipal Regulations. Upon receipt of letter No. H-127/247, we immediately removed the oil bottles from the air standards as requested. Since we have gone to this expense of converting and improving our air standards, we would like to know whether or not you can make some provision for this type of display. We are enclosing two photographs, one before the conversion and one after, so as to enable you to see more clearly the improvement this change has made.

Commissioner of Public Works to Secretary - "Easements - Free Air Standards. Letter from the Texas Company (China), Limited, dated 18/5/34. Referecen No. L 3/9. Shanghai, May 24, 1934.  Source: SMA (SMC), U1-14-3268 (1325).

Although is no stipulation in the easement conditions debarring the display of advertisements on Kebside Gasolene Pump and Air Standards, the Council has received numerous applications for permission to erect advertising standards and kiosks on pavements which have been consistently refuse.
If the Texas Company are permitted to display the oil and advertisements on their air standards, I am of the opinion that an undesirable precedent will be established which might lead to applications for further advertising facilities, refusal of which if woul be difficult to justifiy.

Secretary to Commissioner of Public Works. Shanghai, May 28, 1934.  Source: SMA (SMC), U1-14-3268 (1326).

With reference to your memorandum of May 24 it is suggested that this matter might be more effectively dealt with you by direct. The Council's Grant of easements for gasoline and air installations on the pavements naturally involves the control by the Council over the type of installation erected. I would suggest that you might reply to the Texas Company's letter in the sense of your memorandum.

Reply from Commissioner of Public Works to Texas Company (China), Limited - "EASEMENTS - FREE AIR STANDARDS". Shanghai, May 29, 1934.  Source: SMA (SMC), U1-14-3268 (1327).

Your letter of the 18th instant, addressed to the Secretary, on the subject of the conversion of your air standards into show cases, has been duly considered and I am directed to inform you that it has been decided that this form of advertising cannot be permitted. / I may say that this decision is consistent with the Council's policy not to allow the erection of advertising standards and/or kiosks on the pavements and that applciations which have been received from time to time for this privilege have been invariably refused.

Letter from to Texas Company (China), Limited to Commissioner of Public Works. Shanghai, June 13, 1934.  Source: SMA (SMC), U1-14-3268 (1328).

We are enclosing herewith the necessary plans covering the proposed installation of a day sign post at our Filling Station on the corner of Avenue & Medhurst Roads. Will you please issue us the ncessary permit for the erection of the same.

Report from  Commissioner of Public Works to Commissioner of Police - "Proposed Installation of Sign Post at Corner of Avenue and Medhurst Roads". Shanghai, June 15, 1934.  Source: SMA (SMC), U1-14-3268 (1336).

I am forwarding herewith a copy of letter from the Texas Company requesting permission to instal a sign post at their filling station on the corner of Avenue and Medhurst Roads and should be obliged to receive your comment with regard to this. I may say that, from this Department's point of view, the installation of such a sign post is not desirable.

Report by Commissioner of Police to Commissioner of Public Works - "Proposed Installation of Sign Post at Corner of Avenue and Medhurst Roads - Ref. D.10/295 of June 15". Shanghai, June 21, 1934.  Source: SMA (SMC), U1-14-3268 (1336).

With reference to the above I have to state that there is already a "Texas Sign" post erected above the pumps at the filling station at Avenue and Medhurst Roads corner. The installation of another sign post appears to be unncessary and is therefore not recommended. Two plans are returned herewith.

Letter to Texas Company (China), Limited from Commissioner of Public Works - "Proposed Installation of Sign Post at Corner of Avenue and Medhurst Roads". Shanghai, June 25, 1934.  Source: SMA (SMC), U1-14-3268 (1339).

With reference to your application to erect a sign post at the above location, I beg to inform you that it does not meet with the approval of either this Department or the Police Department. / Under the circumstances, I regret the requisite permission cannot be granted.

Letter from Texas Company to Commissioner of Public Works - List of filling stations on the International Settlement - which have their 42" day-signs. Shanghai, October 29, 1934. Source: SMA (SMC), U1-14-3268 (1340).

As per your telephone request, we list hereunder our filling stations on the International Settlement which have ou 42" day-signs: …  

Commissioner of Public Works to Texaco Company - "Texas Company  - Unauthorized Advertising Signs Gasoline Filling Stations". Shanghai, November 2, 1934. Source: SMA (SMC), U1-14-3268 (1341).

I beg to inform you that signboards which contravene the Council's Regulations have been erected withtout permits at the followings locations : No.406 Avenue Edward VII - Cad Lot 442 C - 1 sign, No. 330 Kiangse Road - Cad Lot 81B - 2 signes ; No; 1052 Bubbling Well Road - Cad Lot 2942 -- 2 signs. The Council's Regulations governing the erection of such signs call for a clear headroom from the footpath level of not less than 11 feet and a projection from the Municipal road line of not more than 3 feet. I shall be obliged if you will kindly make arrangements to have the signs in question re-erected to confirm with the Council's Regulations and to make the necessary application for permits for same.  

Letter from Texas Company to Public Works Department - Unauthorized Advertising Signs Gasoline Filling Stations. Shanghai, November 5, 1934. Source: SMA (SMC), U1-14-3268 (1342).

We acknowledge the receipt of your letter dated November 2nd, 1935, and ask that ou consider this letter as ou applicaiton to erect the following signbarods which were erected by us withtout first securing your permits : No.406 Avenue Edward VII - Cad Lot 442 C - 1 sign, No. 330 Kiangse Road - Cad Lot 81B - 2 signes ; No; 1052 Bubbling Well Road - Cad Lot 2942 -- 2 signs. We ask that permits covering same be fowarded to this office as soon as convenient. / We have made arrangements to re-erect the above signs to conform to your regulations governing the erection of such signs. We regret these signs were erected without first securing permits and advise that in future this practice will not be followed by us. Handwritten note: M. Gimson allowed the sign on Avenue Edward VII to remain, others re erected to conform with regulations.

Acting Commissioner of Public Works to Texaco Company - "Advertising Signs - Gasoline Filling Stations - General Permits No.5073/5". Shanghai, November 19, 1934. Source: SMA (SMC), U1-14-3268 (1344-1345).

With further reference to my letter dated the 2nd inst and your reply thereto dated the 5th instant, (19 November) I beg to inform you that the advertising signs in question have not yet been re-erected to conform to the Council's Regulations governing the erection of such signs. / I shall be obliged if you will kindly give this matter your early attention.

Letter from Texaco Company to Public Works Department - "Ref. No.B.S. 144/41". Shanghai, December 3, 1934. Source: SMA (SMC), U1-14-3268 (1346).

In reply to your above indicated letter, we wish to advise that we have elevated our day sign at 406 Avenue Edward VII to conform with Municipal regulations, but inasmuch as the structure of this building will not permit our hanging the sign in any other place except on the balcony, we must admit that it does extend out a few feet more than your regulations provide for, but we have taken extra measures to insure absolute safety and accordingly the sign is quite safe. / We sincerely hope you will see our point as this is the only means of identification we have at this site. / Thanking you for your consideration in this matter, we are,

Letter from Commissioner of Public Works to Texaco Company - "Advertising Signs - Gasoline Filling Station - 406 Avenue Edward VII - Cad Lot 4420 Central". Shanghai, December 3, 1934. Source: SMA (SMC), U1-14-3268 (1347-1348).

In reply to your letter dated the 3rd instant, regarding the shop signs at 406 Avenue Edward VII, I have to inform you that, although these signs contravene the Council's Regulations, I am prepared to treat this as a special case and allow the signs to remain as at present erected.

This concession should not be taken as general to any other signs.

Keyword(s) [en]gasoline, filling station, lubricating, oil, texas, texaco, sign, free air standard, kiosk, pavement
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Advertising
Advertiser
Environment
District NameInternational Settlement - Western
District typeother
SectorE 3, E 4
Type of mediumSign/Signboard
MaterialsConcrete
Discourses
LanguageEnglish
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