1st sheet (page): types of pages in the five usual samples of the Shanghai-based British newspaper North China Daily News (January 7, 1914; January 3, 1924; January 5, 1934; February 1, 1941; January 1, 1949), according to the same typology as that used for the Chinese newspaper Shenbao: vertical column-style (A), horizontal stripe-style (B), grid (C), mosaïc/patchwork (D).

2nd sheet (copy): proportion of "ideal/deviant copies" in the same five samples of the North China Daily News (January 7, 1914; January 3, 1924; January 5, 1934; February 1, 1941; January 1, 1949). By "ideal copy", I mean any advertising composed of at least two of the textual elements and one of the visual elements identified by contemporary handbooks (see Chapter 5 and my own scale of visuality/deviations from the ideal copy in the "Drawings" section).

3rd sheet (style): proportion of hyperbolic, rational and emotional styles used in the advertisements published in the same five samples of the North China Daily News (January 7, 1914; January 3, 1924; January 5, 1934; February 1, 1941; January 1, 1949).

4th sheet (appeal): proportion of health, taste, beauty/sex, woman, man and child appeals in the same five samples of the North China Daily News (January 7, 1914; January 3, 1924; January 5, 1934; February 1, 1941; January 1, 1949).

This table has proved a useful tool to build the associate graphs (see "Graphs" section) measuring the types of pages, ideal copies, styles and appeals used in advertisements published in the North China Daily News between 1914-1949, and to compare them to those published in the Chinese daily Shenbao.