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TitleRythmanalysis of street advertising in Shanghai: the case of Oriental Advertising Agency's boards in the International Settlement (1914)
Year Start1914
Year End1914
DateTuesday 14 February 2017

This table was build after the census made by the S.M.C. in 1914 and the egular inventories of boards sent by the Oriental Advertising Agency to the Council, between May 1 and December 31, 1914. Source: SMA (SMC), U1-14-3251 (1139-1151), U1-14-3267 (1047-1049).

The first sheet provides the data: board number, advertiser's name, business sector, start and end date, duration, scale of change, location (streets names, types, numbers and building sites when known), dimensions of the boards (length/height in square inches), source.

This table has proved a useful tool to evaluate the lifetime of boards, to calculate the average, maximal and minimal duration of contracts in wartime period (2nd sheet). In the third sheet, we attempt to appreciate the nature and degree of rotation in the spaces rented by that specific agency, in that special period of time. 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 figures are visualized by bar charts and pie charts in the "Graphs" section.

Keywordsrhythm, board, oriental, international, settlement, client, contract, duration, rotation, rotation

OAA_1914_Rhythm.xlsx (70.76 ko)

Oriental_1914.xlsx (50.29 ko)

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