-
System/configuration of representations (P5)
- Page landscapes
-
Copy models
- Shorter texts
- More efficient titles or slogans
- Realistic images of the package/product
- Decline of figurative illustrations
- Opening of borders
- Creative play on typography
- Creative play on contrasts
-
Discursive styles
-
Residual hyperbolic style
- Superlative tone
- Brand names
-
Declining yet still important rational style
- Brief description of the product qualities
-
Prominent emotional style
-
Appealing and lively illustrations
- Decline of sexy women figures
- Cute children and ideal family scenes
- New male: figures of businessmen, employees and dandies
-
Appeal to the senses and emotions
- Rich and refined lexical field related to vision, taste and touch
- Alternance between positive (joy, happiness) and negative (fear, pain) emotions
-
Appeals
- Health
- Taste
- Sex/Beauty
- Child/Youth
- Happiness
- Safety
-
System/configuration of actors (P3, P4)
-
Advertising agents/professionals
- Decline of foreign agencies after 1937 and above all 1941
- Gradual process of catch-up by Chinese agents
-
Business sectors, advertised goods or services, advertisers and brandnames
-
Beauty/Appearance
- RICHARD HUDNUT [Warner-Hudnut & Company, Federal Inc., U. S. A.] 華納公司 [美商三花公司]
- Association of Shanghai handkerchief manufacturers 上海市手帕踏邊代工同業
- TIN SING DYEING AND WEAVING COMPANY 鼎新染織廠股份有限公司
- Wing On Cotton Factory 永安紗廠
- WING ON TEXTILE MANUFACTURING COMPANY 永安紡織股份有限公司
- YUNG FOONG COTTON COMPANY 榮豐紡織公司
- Zhentai cotton factory 振泰紗廠
- 上海市漂染整理襪業同業公會
- 華商紗布交易所股份有限公司 [上海]
- 利生製針厰
- RAZON TRADING COMPANY
-
Culture
- S.M.E.C.
- WING ON PHOTO STUDIO 永安攝影室
- 立德中學
- 濱海中學
- 粤東中學
- 中華書局
- 中國職業補習學校
- 中職業學校
- 中國無綫電工程學校
- 上海幼稚師範中學女子部小學
- 勵志英文夜校
- 復旦公學
- 大夏大學
- 大夏大學附設大夏中學
- 江蘇省立敎育學院
- 光華大學
- 康元製罐廠
- 中國醫學專修館
- 明學院
- 同德中學
- 輔仁中學
- 稽山中學
- 省立南通中學
- 新民中學
- 育英中學
- 江蘇南菁中學
- 光夏中學曁光厦小學
- 三育中學
- 大經中小學
- 中華中學曁小學
- 心靈科學書局
- 新北中學
- 新人小學
- 愛國女子中學
- 三吳大學
- 上海各學校
- 上海法學院
- 上海女子中學曁師
- 上海工程專科學校
- 上海法政學院
- 申報
- 韋榮主編
- 無錫師範學校
- 無錫國學專修學校
- 靑年中學曁小學
- 松光中學
- 華華中學
- 正光中學
- 大中中學
- 滬光中學
- 師承中學
- 國强中學
- 國强小學
- 明中學曁小學
- 錢業中小學
- 證劵業小學
- 華英女子中學曁小學
- 益友業餘補習學校
- 聖芳濟學院
- 久女子中學
- 大德髙級助産職業學校
- 中華職業敎育社
- 苐四中華職業補習學校
- 立信會計專科學校
- 鄔鵬律師證明
- 文生氏高等英文專門學校
- 上海婦女補習學校
- 亞達無綫電公司
- 新華自來水筆製造廠
- INNISS & RIDDLE (CHINA), LTD.
- ELECTRIC AND MUSICAL INDUSTRIES (China), LTD.
-
Engineering/Industry
- 源豐鞋料五金號
- 江南水泥
- 中國顔料廠
- 雲飛汽車
- KAILAN MINING ADMINISTRATION
- ROSOLD, ARCHITECT
- BILLS MOTORS, FEDERAL INCORPORATED, U.S.A
- FORD HIRE SERVICE, FEDERAL INC. U.S.A.
- MOODY, MARK L., FED. INC., U.S.A.
- TAYLOR GARAGE, LIMITED
-
Finance
- BANK OF CHINA
- CHINESE BANK
- CONTINENTAL BANK
- Huizhong Commercial & Savings Bank
- NATIONAL COMMERCIAL BANK, LIMITED [THE]
- SHANGHAI BANK
- 永亨銀行
- 國華銀行
- HARDOON & COMPANY
- Chung Hwa Funeral Directors 中華殯儀館
- Da Hwa Funeral Directors 大華殯儀館
- Happy Garden Funeral Home 樂園殯儀舘
- 恒昌湘記銀號
- 一大銀公司
- 華商永昌股票公司
- 通易信託股份有限公司
- 蘭因里房產
- 興泰蛋行股份有限公司
- 國泰蛋業公司
- 沈孝祥律師
- 王耀堂律師
- 李文杰律師
- 金湛律師証明
- 孫傳暉律師
- 鄭保華律師
- 江蘇上海第一特區地方法院
- 亞西亞廣告公司
- BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
- HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
- LEVY & COMPANY, S.E.
- MERCANTILE BANK OF INDIA, LIMITED [THE]
- NEDERLANDSCH INDISCHE HANDELSBAN, N.V.
- NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
- SWAN, CULBERTSON & FRITZ
- HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
- AMERICAN ASIATIC UNDERWRITERS
- OCEAN ACCIDENT & GUARANTEE CORPORATION, LIMITED [THE]
- SPARKE INSURANCE OFFICE, C.E.
- WORLD AUXILIARY INSURANCE CORPORATION, LIMITED [THE]
- MOORE & COMPANY, L., LIMITED
- NOEL, MURRAY & CO. LIMITED
-
Health/Hygiene
- BURROUGHS WELLCOME & COMPANY
- De Witt & Company, Ltd., E. C.
- INTERNATIONAL DISPENSARY
- FOSTER-MCCLELLAN COMPANY
- GREAT CHINA DISPENSARY
- HEALTH PRODUCTS CORPORATION [NEWARK, N.J., U.S.A]
- Min-Yee Chemical & Pharmaceutical Works
- NEW ASIATIC CHEMICAL WORKS 新亞藥廠 [新亞血清廠製造]
- NEW STAR RESEARCH LABORATORIES [NS] 新星西藥行無限公司
- Sean You Zoo & Company 三友實業社
- SINE LABORATORY 信誼藥廠
- TAIHE DISPENSARY 太和大藥房
- 北平藥局
- 天平化學製藥廠
- JIANG SHUZHONG, DR.
- YAO JUYAN, DR. [EXPERT IN VENERAL DISEASES] 姚菊巖醫師 [白濁性病專家]
- 中國瘋病醫院 [上海瘋人院]
- 屠企華醫師
- 中國戒煙療養院
- 寧民藥社
- 廣東冼種福堂
- 松江漴缺鄉徐湯
- 永豐銅錫號
- 唐太平 [醫學博士]
- 大生三廠
- 戴德醫師[白濁花柳專科]
- 上海内科兒科醫院
- 樂仁醫院
- 私立廣澄髙級藥學職業學校
- HEALTH-RAYS LIMITED
- KASSOFF, DR. J., M.D. [Berlin and New York Clinics]
- GILLETTE COMPANY [THE]
- KOLYNOS COMPANY [JENKINS, N.S.]
- PARKES & COMPANY, G.H.
- CHINESE OPTICAL COMPANY
-
Leisure/Pleasure
- CAPITOL THEATRE
- CATHAY THEATRE
- DOUMER THEATRE
- GOLDEN GATE THEATRE
- GRAND THEATRE
- METROPOL THEATRE
- ROXY THEATRE
- UPTOWN THEATRE [PING'AN THEATRE]
- HWA CHING TOBACCO COMPANY, LIMITED
- NANYANG BROTHERS TOBACCO COMPANY
- ASTOR THEATRE
- CARLTON THEATRE
- CRYSTAL THEATRE
- DAWUTAI DACING HALL
- EMPIRE THEATRE
- GENGXIN DANCING HALL
- GONGWUTAI CINEMA
- Great China Theater 大中華劇場
- GUANGHUA THEATRE
- JIUXING THEATRE
- LAFAYETTE MOVIE THEATRE
- LYRIC THEATRE
- MINGXING THEATRE
- OMON THEATRE 亞蒙大戯院
- PALACE THEATRE
- PARIS THEATRE
- RIALTO THEATRE
- SHANXI THEATRE
- STRAND THEATRE
- SUN SUN COMPANY
- TIANCHAN DANCING HALL
- VENUS THEATRE
- WESTERN THEATRE [XIHAI THEATRE]
- ZHEJIANG THEATRE
- Yiwentai Dancing Hall 伊文泰舞廳
- GREAT WORLD
- ZHANG GARDEN
- Grand Hotel des Wagons-Lits, Ltd. 六國飯店
- HOTEL PACIFIC
- 冶兒劇團
- 大滬
- 金都
- 國聯
- 寗波同鄉會
- 新都
- 新樂宮
- 璇宫
- 金星公司
- CALDBECK, MACGREGOR & CO., LTD.
- FARIMEX DISTILLING WORKS
- A.A. [??] NIGHT CLUB
- BALALAIKA
- BLACK CAT CAFE
- COSMO CLUB
- LYCEUM THEATRE
- NANKING THEATRE
- ROXY NIGHT CLUB [ROXY THEATRE]
- TOWER, THE [CATHAY HOTELS, LTD.]
- WARNER BROTHERS FIRST NATIONAL PICTURES, INC.
- CANIDROME BALLROOM [THE]
- PARC DES SPORTS [AUDITORIUM]
- WHITEAWAY, LAIDLAW & COMPANY, LTD.
-
Nutrition
- CONNELL BROTHERS COMPANY, LiMIITED
- Ma Ling Canned Goods Company 梅林罐頭食品公司
- Shanghai Thermos Bottle Association 上海舊料瓶業同業公會
- 漢冶萍[招商局]
- ROYAL BAKING POWDER
-
Publicity/Propaganda
- Association of immigrants 聯僑縂會
- Shanghai Refugees Association 上海難民救濟協會
- SHANGHAI WAR SAVINGS ASSOCIATION
-
Urban service, energy & transportation
- SHANGHAI POWER COMPANY 上海電力公司 [閘北水電公司]
- AMERICAN GULF ORIENT LINE
- AMERICAN PIONNER LINE [UNITED STATES LINES COMPANY]
- AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.]
- BARBER-WILHELMSEN LINE
- BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
- CHINA NAVIGATION COMPANY, LIMITED [C.N. CO., LTD]
- CUNARD WHITE STAR LTD. [THE]
- DAIREN KISEN KAISHA [D.K.K.]
- DE LA RAMA STEAMSHIP CO., INC. [alias DE LA RAMA STEAMSHIP AGENCIES, INC.]
- EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
- EVERETT STEAMSHIP CORPORATION
- JAVA-CHINA-JAPAN LIJN, AGENTSCHAP SHANGHAI N.V.
- PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
- SCHARPF, GUENTER & CO.
- THORNYCROFT & CO. LTD., JOHN I.
- TRANSCONTINENTAL AND WESTERN AIRLINES
- UNITED AIR LINES [UNITED AIRCRAFT AND TRANSPORT CORPORATION (UATC)]
- UNITED STATES LINES COMPANY
- 宏昌冷汽股份有限公司
- 中興煤礦
- 華商電氣
- 中通航運公司
- 洽成船務行
- 利安運輸公司
- Consumers/Markets
-
System/configuration of mediums (P1, P2, P3, P6)
- Outdoor/3D advertising
- Indoor/2D/printed advertising