1. ADVERTISING/SELLING HYGIENIC SPACETIMES (representations of hygienic modernity)
    1. Visual devices
      1. Laboratory scene
        1. Vita-Spermin, Shenbao, Jan 8, 1934
        2. State Express 555 (Ardath Tobacco Company) NCDN 1924 July 12-3
          1. State Express 555 (Ardath Tobacco Company) NCDN 1924 July 12-3 (detail)
      2. Microscope view
        1. Advertisement for Green Spot Vito-Milk Company. Shenbao. June 15, 1941 (Sunday edition). Source: SMA (SMC) U1-4-820 (0405-0406)
      3. Photographic evidence
    2. Direct address to consumers
      1. Invitation to come and visit the factory or alternatively, description of the manufacturing process
        1. "Pay a visit to our Farm on Lincoln Avenue, see our sign about 900 yards after crossing Warren Raod going West and then 255 yards walk up a narrow Chinese roadway. See for yourself "The Good Earth" as cultivated by our experienced staff of gardeners under foreign conditions." Press Advertisement for "The Homeside Farms Co. - "Growers of Choice Vegetables". "Radiant Health", Vol. No. 5, Spring 1935. Source: SMA (SMC), U1-4-724 (2407).
        2. Article from the Shanghai Times advertising Newmilk Company, Ltd., dated May 2, 1935 - "Fresh New Zealand Milk Is Offered Shanghailanders" - "Milk obtained from Pedigree New Zealand Cows Is Brought Here in form of Butter and Powder, Then Made Back Into Fresh Milk Again". See: "HYGIENIC PLANT". Source: U1-4-724 (2427).
      2. Didactic tone - Education to hygienic practices
      3. Superlative/Exaggerated tone - Pretentious claims
        1. Advertising Circular from Standard Dairy Farm Company, Limited dated February 26, 1935. Source: SMA (SMC, PDH), U1-4-724 (2436)
          1. Denied by Public Health Department. Source: SMA (SMC, PDH), U1-4-724 (2434-2435).
    3. Testimonials
      1. Experts
        1. A global/local use of Scientists & Physicians authority
          1. Both Chinese daifu and foreign scientists in the Chinese press
          2. Only foreign doctors/physicians in the foreign press in Shanghai (as in the West)
        2. A one-way appeal to famous cookers/chiefs?
          1. Frequently used in the US
          2. Sun-Maid Raisin pies and cakes
          3. Rare/Absent in Shanghai?
      2. Institutions
        1. S.M.C. Public Health Department
          1. Unauthorized use of Public Health Department Certificates or statements for advertising purposes. Source: SMA (SMC), U1-4-820
          2. "Baby's Tablets" - Mayor Drug Company. September 1939. Source: SMA (SMC), U1-4-820 (0438-0433)
          3. "Glandsol" Tonic (腎力素) - Baling Drug Company, Limited. 1939. Source: SMA (SMC), U1-4-820 (0426-0432)
          4. Detmolin Fooging Machine. China Consolidated Corporation. 1939-1940 Source: SMA (SMC), U1-4-820 (0421-0425)
          5. I am forwarding a leaflet from which you will note that it is stated that "Deetmolin" is ordered and used by the Public Health Department, Shanghai Municipal Council, Shanghai. In this connection I have to state that on June 17, 1939, this Department ordered one Detmolin Fogging MAchine (Spryer) from the above firm who provided, free of charge, two samples of Detmolin Fogging Machine (Sprayer) for experimental purposes. It was found that this product was too expensive for use and no purchases were made by us. For your information I am forwarding copy of letter dated October 11, 1939, from the China Consolidated Corporation together with copy of my reply from which you will note that the firm in question requested a statement from this Department regarding the effective results obtained from the use of the Detmolin Fogging Machine and that I refused to aced to their request. Under these circumstances I shall be obliged if you will kindly request the Commissioner of Police to take the necessary action as the advertisement in question is entirely unauthorized and misleading. Commissioner of Public Health to Secretary & Commissioner General - "Unauthorized Advertising by China Consolidated Corporation - 66 Nanking Road". May 24, 1940. Source: SMA (SMC), U1-4-820 (0423.)
          6. Soya Bean compound - "Glycine". 1940. Source: SMA (SMC), U1-4-820 (0420-0417)
          7. "Vito-Milk " fraudulent labeling - Pure Fruit Drinks Incorporation. 1940. Source: SMA (SMC), U1-4-820 (0411-0416)
          8. "Green Spot" - Vita Milk Company. Unauthorized advertisement published in the Shenbao, June 15, 1941 (Sunday Edition). False statement regarding the inspection of the factory by the PDH. Source: SMA (SMC), U1-4-820 (0410)
          9. Counter-attacking fraudulent advertisers on their own grounds: the PHD's strategy of counter-advertising in Chinese papers
          10. Authorization to mention the Council's name as referential user of hygienic products
          11. "Killkrobe" Disinfectant - Wilkinson, Heywood & Clark (1935). Source: SMA (SMC), U1-4-820 (0458-0460).
      3. Celebrities - Movie Stars
        1. In the Chinese Press
          1. Chinese movie actress Cheng Yanyan posing for Lux Toilet Soap. Shenbao, 1934. Source: Common People and the Artists.
        2. In the street
          1. Hollywood movie star Jean Parker posing for Lux Toilet Soap. Unlocated, ca. 1948. Source: Life, Pinterest.
      4. A one-way use of ordinary people' voices?
        1. Quite common in Western advertising media
          1. Serials "Life being at 40". Fleischmann. Source: JWT Collection. Duke University, Durham, NC.
        2. Allusive, rare not to say absent in Shanghai advertising spaces, both foreign and Chinese?
          1. "Quick Results. Proved by Sufferers." Translation of Advertisement for the tonic "Glandsol" (腎力素) which appeared in the Central China Daily News. December 15, 1939. Source: SMA (SMC, PHD), U1-4-820 (0428).
  2. BUILDING/CONTROLING HYGIENIC SPACETIMES
    1. ORGANS
      1. Public Health Department (IS)
      2. Bureau de l'Hygiène (FC)
    2. ACTIONS/REGULATIONS
      1. In the press
        1. Regulating fraudulent advertising practices
          1. Revision of Licence Conditions for "Other Foodstuffs No.1, 4 & 5" aimed to control the use of Health Department Analytical Certificates for advertising purposes. July 1941. Source: SMA (SMC), U1-4-820 (0391)
          2. "No statement shall be published in connection with the advertising or sale of any product, appertaining to any analysis, bacteriological examination, or inspection carried out by the Public Health Department unless authorized by the Commissioner of Public Health."
      2. In the street
        1. Promoting hygienic advertising spaces
          1. Replacing mud by hygienic materials (wood, metal, lawn)
          2. We would point out that this total removal of mud would considerably improve the appearance of this corner and would again ask you to kindly issue orders for this removal. There seems to be no reason for the mud to remain there. We also were about to ask for your permission to build a low wooden fence approximately two feet off our structure and cover these two feet of ground in between the boards and fence by grass. This way th corner would be considerably beautified and there would be no possibility for the passing coolies to use the place for an indecent purpose. Oriental Advertising Agency. Avenue Foch. 1923. Source: SMA (SMC), U1-14-3258 (2415)
          3. Maintaining the surroundings clean (planting grass lawn and flowers)
          4. The Advertising Boards would be erected at the Western and North edges of the property and the remainder of the land would be turfed and plated with flowers. We would keep a gardener-watchman on the place at all times and believe that our development would add greatly to the appearance of the street. Carl Crow, Inc. North Chekiang Road. B.C No.3328 Cad Lot No. 150, 1923. Source: SMA (SMC), U1-14-3253 (1430)
          5. Planting grass and flowers
        2. Banning non-hygienic media
          1. With reference to the letter from Mr. F.C. Hoong, I have to say that cannot recommend approval of the erection of advertisement hoardings on the railing and walls of the markets, as they would not only prevent a through passage of air, but would accumulate much dust and dirt. Letter returned herewith. Report from Deputy Commissioner of Public Health, September 7, 1929. "F.C. Hoong - Advertisements of the walls of Municipal Markets". Source: SMA (SMC), U1-14-3251 (1279-1282)
      3. In private homes
        1. Companies (claims to) joining Public Health institutions efforts to popularize hygienic practices
          1. Standard Dairy Farm Company's so-called "crusade" to make fresh milk within the reach of the average family. 1935. Source: SMA (SMC, PDH), U1-4-724 (2436)
          2. Denied by Public Health Department. Source: SMA (SMC, PDH), U1-4-724 (2434-2435))
  3. CONSUMING/EXPERIENCES HYGIENIC SPACETIMES (pratiques ordinaires/quotidiennes de l'hygiène)
    1. Hygienic Factory
      1. Dairy industry
        1. "Dairy Factory/workers" - Lacks News Photos - Camera Journalists - 160 Ave. Ed VII. Source: Julean Arnold Papers, 1916 1940. Photographs. Envelop B. Hoover Archives.
          1. A hygienic dairy farm?
        2. Milk
          1. Nestlé Milk NCDN 1924, July 25-5 (pasteurization)
          2. Shanghai Dairy Farms - NCDN 1934 July 7-4
        3. Margarine
          1. The vaccum blender = a modern innovation said to be a great improvement on the old type from a hygienic viewpoint. Source: "Margarine". Extract from BETTER HEALTH - March 1936 - Published by the Medical Officer of Health of SOMERSET. MARGARINE. SMA (SMC), U1-4-820 (0454).
          2. Only the choicest of raw materials are permitted by any concern of repute. The oils and fats used are deodorised and refined in the most hygienic and efficient manner. They must also pass severe chemical and bacteriological tests. Even the air in the factories is cleansed by passing through cotton wool or other suitable filtering screens. The finished product is tested by experts and even margarines with minor defects are rejected. "Margarine". Extract from BETTER HEALTH - March 1936 - Published by the Medical Officer of Health of SOMERSET. MARGARINE. SMA (SMC), U1-4-820 (0454).
      2. Tobacco/Cigarette industry
        1. Craven A, NCDN, 1934 Jan ?
        2. Craven A - NCDN, 1932 Dec 7-11
        3. State Express 555 (Ardath Tobacco Company) NCDN 1924 July 12-3
          1. State Express 555 (Ardath Tobacco Company) NCDN 1924 July 12-3 (detail)
    2. Hygienic packaging
      1. Bottling
        1. Article from the Shanghai Times advertising Newmilk Company, Ltd., dated May 2, 1935 - "Fresh New Zealand Milk Is Offered Shanghailanders" - "Milk obtained from Pedigree New Zealand Cows Is Brought Here in form of Butter and Powder, Then Made Back Into Fresh Milk Again". See: "MODERN BOTTLING". Source: U1-4-724 (2427).
        2. Regulating/Standardizing the labelling and packaging of food, drinks and fresh products in the 1930s. "Shanghai Municipal Council - Foreign Food Shop Licence - Conditions". Source: SMA (SMC, PHD), U1-4-724 (2372-2375)
    3. Hygienic products
      1. NCDN 1934, July 23
      2. To build hygienic bodies
        1. Soap
          1. Lifebuoy Health Soap (China Soap Company) NCDN 1924 July17-9
        2. Razor Blades, Shaving Cream & Sticks
          1. Williams Shaving Cream NCDN, 1924, July 7-27
          2. Gillette - NCDN 1934 July 8-6
          3. Ever-ready - SH
        3. Toothpaste
          1. In the street
          2. Good Year (中美化學製), 1948. Source: Pinterest
          3. Darkie, 1948. Source: Pinterest
          4. In the press
          5. Chinese press (Shenbao)
          6. Foreign Press (NCDN)
          7. Pepsodent - NCDN, 1924, July 7-27
          8. Listerine - NCDN 1934 July 6-7
        4. Deodorant
          1. Odo-ro-no NCDN 1934 July 13-3
        5. Underwear
          1. Aertex - NCDN 1924 July 29-13
      3. To Build Hygienic Homes
        1. Antiseptics
          1. GETS-IT - NCDN 1934, July 8-6
        2. Insecticides
          1. FLIT, NCDN, 1934, July 9-2
          2. Watson's - NCDN 1934 - July 25-4
  4. TIMELINE (ESSAY) : HYGIENIC TURN or TURNS (thresholds)?
    1. 19th Century: The Hygienic City (Scientific/Political Roots in Europe = Hygienic turn in the spaces of power)
    2. 1920-1930s: Hygienic Factory (Hygienic turn in business circles/the industrial world)
    3. 1930-1950s: Hygienic Bodies & Homes (Hygenic turn in domestic spaces/daily lives of ordinary consumers)