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ID274
TitleAdvertiser’s turnover on Claude Neon’s signs in the French Concession (Dec 20 1935-Dec 31 1937)
Year Start1914
Year End1914
DateThursday 23 February 2017
Description

These set of three charts aims to refine the rhythmanalysis based on contracts duraction by appreciating the nature and degree of turnover within the advertising spaces owned by Claude Neon Lights between 1935 and 1937. For that very purpose, we have established scale of change ranging from 0 to 3:

  • 0: identical renewal of the contract
  • 1: same advertiser, change of dimensions
  • 2: same advertiser, change of location
  • 3: change of advertiser, or space shared between two advertisers.

The pie chart clearly reveals that Claude Neon Lights' signs enjoyed a relatively high degree of stability: 2/3 of signs remained unchanged during the entire period, while only 1/3 had experienced a change of advertiser. On can note that there is no intermediary changes, in terms of location or dimension (either a change of owner, either no change at all). This is due to the nature of the sign itsefl, firmly attached to the shop or building, with fixed dimensions.

The measurements are based on the regular lists of signs that Claude Neon Lights sent to the French Municipal Council between December, 20 1935 and December, 31 1937, plus a few scattered signs recorded in other files in the Shanghai Municipal Archives (French concession and International Settlement in 1931 and 1941).  Source: SMA (FC), U38-4-1114; SMA (SMC), U1-14-3261 (0246).

Keywordsrhythm, Claude, sign, neon, light, french, settlement, turnover, change, stability
LanguageEnglish
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