1. DODGE & SEYMOUR (CHINA), LIMITED [MARKT & COMPANY (SHANGHAI), LIMITED]
2. System/configuration of representations (P5)
   1. Page landscapes
   2. Copy models
      1. Shorter texts
      2. More efficient titles or slogans
      3. Realistic images of the package/product
      4. More refined figurative illustrations
      5. Ornamental and stronger borders
      6. Play on typography
      7. Play on contrasts
   3. Discursive styles
      1. Prominent rational style
         1. Testimonials from experts or celebrities
         2. Warning against imitations
         3. Shorter educational and descriptive texts (reason-why copy)
      2. Progress of emotional/suggestive style
         1. Appealing and lively illustrations
            1. Sexy women
            2. Ideal mother and family
            3. Cute children
         2. Comical style
            1. Humoristic figures
            2. Comic-strip devices
         3. Appeal to the senses and emotions
            1. Rich and refined lexical field related to vision, taste and touch
            2. Prominence of positive emotions (joy, happiness, success) and smiling figures
         4. Direct address to the consumer (question marks, exclamation points)
   4. Appeals
      1. Health
      2. Taste
      3. Sex/Beauty
      4. Child/Youth
      5. Happiness
3. System/configuration of actors (P3, P4)
   1. Advertising agents/professionals
      1. Proliferation of agencies, especially Chinese, often precarious/ephemeral
      2. Double trend toward specialization/technicial turn (neon lights) and tendency to dispersal or dissipation (sundry ads by Bozallo)
         1. Growth of neon lights companies
            1. Claude Neon Lights, Fed. Inc. (1929): pionneering company in Shanghai, exclusive owner of the patent "Claude" for the Far East
            2. Proliferation of competitive Chinese neon light companies (SMA)
            3. General Neon Light
            4. Shanghai Neon Light
            5. Belge Neonlite
   2. Business sectors, advertised goods or services, advertisers and brandnames
      1. Beauty/Appearance
         1. ARTS AND CRAFT, LTD. 美藝公司 [美商美藝有限公司]
         2. DAGGETT & RAMSDELL
         3. FRANCIS BEAUTY SALON
         4. NICHOLAS (COLA) INSTITUTE DE BEAUTE
         5. PAUL'S BEAUTY PARLOUR
         6. COLETTE [Dress-Making Establishment]
         7. EVANS & SONS, EDWARD, LTD.
         8. HOLLINS & COMPANY, WM., LTD.
         9. PEACH & COMPANY, LTD.
         10. SALON DE CORSETS PARISIENS
         11. CHIC DE PARIS [LE]
         12. ALEXANDER CLARK COMPANY, LTD. [THE]
         13. SIMMONS [BEDDING] COMPANY
         14. POND'S EXTRACT COMPANY
             1. POND'S COLD CREAM
         15. INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
             1. ROSE SOAP
         16. Sean You Zoo & Company 三友實業社
         17. 大豐套鞋商店
         18. 陳財記皮鞋店
         19. 福昌祥棉布莊
         20. 浦東南滙民利紗廠股份有限公司
         21. 震寰紡織股份有限公司
         22. 中國國貨公司
         23. 華新羽絨公司 [長沙]
         24. 杭州臨豐染織廠
         25. 天蟾玻璃廠
         26. 華豐玻璃廠
         27. 江蘇川南崇寶
         28. 水明昌洋貨木器號
      2. Culture
         1. Cheng Chung Book Co., Ltd. (Nanking) 正中書局 (南京]
         2. CHINA ART SHOP
         3. CHINA PUBLISHING HOUSE [alias CHINA BOOKSTORE] 中華書局　
         4. COMMERCIAL PRESS
         5. MODERN BOOKSTORE 現代書局
         6. 上海嚶嚶書屋
         7. 黎明書局
         8. 現代書局
         9. 華商書局
         10. 上海心靈科學書局
         11. China Society of Economic Research 中國經濟研究會
         12. CHINESE MIDDLE SCHOOL FOR GIRLS 中國女子中學校
         13. 大夏大學
         14. 大公職業學校曁附設初級中學
         15. 光華大學
         16. 江蘇省立國學圖書館
         17. 會文堂新紀書局
         18. 百城書局（天津)
         19. 著者書店（北平）
         20. 口兒童書局總店
         21. 人文月刊社
         22. 光夏中學曁小學部
         23. 斜橋德潤學校 [德潤高級商職業學校]
         24. 晨光職業學校
         25. 立案開明中學
         26. 中國文化學會
         27. 時事月報社
         28. 美商愛世開洋行[科學部]
         29. 利利文藝公司
         30. 南洋無線電報傳習所
         31. 南洋中學
         32. 東方書塲
         33. 私立浦東中學
         34. 上海美術專科學校
         35. 上海圖書館學函授學校
         36. 上海宗敎哲學研究社
         37. 上海鄕村師範學校
         38. SHENBAO 申報館
             1. SHENBAO [CIRCULATING LIBRARY] 申報流通圖書館
             2. SHENBAO [PUBLISHING DEPARTMENT] 申報特種發行部
             3. SHENBAO MONTHLY COMPANY 申報月刊社 [申報特種發行部]
         39. 中央政治學校
         40. 軍政部軍需學校
         41. 中央陸軍軍官學校
         42. PARKER PEN COMPANY
         43. GEHR JUNGHANS AKT. GES. [alias Aktiengesellschaft für Uhrenfabrikation Lenzkirch (Public company for clockmaking Lenzkirch)]
         44. UNITED STATES RUBBER EXPORT COMPANY, LTD.
         45. MOUTRIE & COMPANY, S., LIMITED
         46. CHINA AMERICAN PUBLISHING COMPANY [AMERICAN BOOK SHOP]
         47. CHINA JOURNAL [THE]
         48. FAR EASTERN REVIEW
         49. KELLY & WALSH, LIMITED
         50. METROPOLE HOTEL NEWS' STAND
         51. NORTH CHINA DAILY NEWS & HERALD, LTD.
         52. SHANGHAI BUSINESS COLLEGE
         53. SHANGHAI MAINICHI SHIMBUN [THE]
         54. WHITTAKER [alias & ROUTLEDGE, LD.?]
         55. ZIANG KEE BOOK COMPANY, F., LTD.
         56. LEICA CAMERA AG
         57. LYNN STUDIOS, RALPH
         58. MONDENACH, K.
         59. RADIO CORPORATION OF AMERICA [RCA] VICTOR COMPANY OF CHINA
      3. Engineering/Industry
         1. CHINESE ENGINEERING & MINING COMPANY, LIMITED [THE]
         2. DODGE & SEYMOUR (CHINA), LIMITED [MARKT & COMPANY (SHANGHAI), LIMITED]
         3. RACINE, ACKERMANN & CIE [SOCIETE ANONYME]
         4. SHANGHAI POWER COMPANY
         5. BABOUD MARY & CIE
         6. CHUNG FU JOINT MINING ADMINISTRATION
         7. DORMAN LONG & COMPANY, LIMITED
         8. KAILAN MINING ADMINISTRATION
         9. SHANGHAI LUMBER & COAL COMPANY [HEAD OFFICE]
         10. AUTO PALACE COMPANY, LTD.
         11. BILLS MOTORS, FEDERAL INCORPORATED, U.S.A
         12. SHANGHAI HORSE BAZAAR & MOTOR COMPANY, LTD. [THE]
         13. TAYLOR GARAGE, LIMITED
         14. USED CAR MART
         15. GENERAL ELECTRIC COMPANY (OF CHINA), LTD. [G.E.C.]
         16. JACKS & COMPANY, WILLIAM
         17. UNITED STATES RUBBER EXPORT COMPANY, LTD.
         18. WILKINSON, HEYWOOD & CLARK, LTD.
         19. CHEE HSIN CEMENT COMPANY, LTD. [THE]
         20. AMILCAR [CGS]
         21. BREDA [BREDA MECCANICA BRESCIANA or Società Italiana Ernesto Breda]
         22. CEAT [Cavi Elettrici e Affini Torino]
         23. COMPAGNIA ITALIANA D'ESTREMO ORIENTE (C.I.E.O)
         24. FIAT [Fabbrica Italiana Automobili Torino]
         25. FORD MOTOR COMPANY
         26. MAGNETI-MARELLI [Fabbrica italiana Magneti Marelli (F.I.M.M.)]
         27. WILLARD STORAGE BATTERY COMPANY
         28. 大星橡膠廠
         29. 華順橡膠廠
         30. 山海大理石廠股份有限公司
         31. 灤州礦務股份有限公司
         32. 上海華德工廠
         33. Shanghai Association of Electrical Works 上海市電器製造業同業公會
      4. Finance
         1. COMMERCIAL BANK OF CHINA [IMPERIAL BANK OF CHINA]
         2. CHINA REALTY COMPANY, FED. INC., U.S.A.
         3. Agricultural Bank of China
         4. BANK OF CHINA
         5. China Savings Bank Corporation
         6. CONTINENTAL BANK
         7. INTERNATIONAL SAVINGS SOCIETY
         8. Pudong Commercial & Savings Bank
         9. SHANGHAI STOCK EXCHANGE
         10. SPENCE, ROBINSON & PARTNERS [MOORHEAD, HALSE & ROBINSON]
         11. SUZHOU SAVINGS BANK
         12. Realty Investment Company, Federal Inc., U. S. A.
         13. T’a Ch’ang Kung Sze
         14. LESTER, JOHNSON & MORRISS
         15. CAMPBELL & COMPANY, ALEXANDER, LTD.
         16. SLEVOGT & COMPANY
         17. 立信會計
         18. 國安信託公司
         19. 投資於房地產
         20. 善性地產公司
         21. 信平公司
         22. 振業地產公司
         23. 永安地產公司
         24. 怡安公司
         25. 中華指紋法學傳習所
         26. 金通明律師
         27. 孫照章律師
         28. 唐豪律師
         29. 鄂森律師
         30. 協泰祥木行
         31. 羅家衡律師
         32. 沈宗泳律師
         33. 彭學海律師
         34. 郁鴻生律師
         35. 陸紹宗律師
         36. 李清輔律師
         37. 吳凱聲律師
         38. 周彝律師
         39. 顧繼榮律師
         40. 陸鼎揆律師
         41. 薛篤弼律師
         42. 潘瑩律師
         43. 中國殯儀館
         44. BANK OF EAST ASIA, LIMITED [THE]
         45. BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
         46. BANQUE DE L'INDO-CHINE
         47. CHARTERED BANK OF INDIA, AUSTRALIA, AND CHINA [THE]
         48. COOK & SONS BANKERS, THOMAS, LTD.
         49. HAYDEN, STONE & COMPANY
         50. HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
         51. INTERNATIONAL BANKING CORPORATION [NATIONAL CITY BANK OF NEW YORK]
         52. INTERNATIONAL INVESTMENT TRUST COMPANY OF CHINA, LIMITED [THE]
         53. MERCANTILE BANK OF INDIA, LIMITED [THE]
         54. MITSUBISHI BANK, LIMITED
         55. NEDERLANDSCH INDISCHE HANDELSBAN, N.V.
         56. NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
         57. OVERSEA-CHINESE [BANKING] CORPORATION, LTD.
         58. PENINSULAR & ORIENTAL BANKING CORPORATION, LIMITED [P. & O.] [alias ALLAHABAD BANK, LIMITED]
         59. PIERCE & COMPANY, E.A.
         60. SHANGHAI FOREIGN EXCHANGE BANKERS' ASSOCIATION [THE]
         61. WHITE, WELD & COMPANY
         62. YANGTZE FINANCE COMPANY, LIMITED
         63. YOKOHAMA SPECIE BANK LIMITED
         64. AMERICAN ASIATIC UNDERWRITERS
         65. CONFEDERATION LIFE ASSOCIATION
         66. EXCESS INSURANCE COMPANY, LTD.
         67. GENERAL ACCIDENT, FIRE AND LIFE ASSURANCE CORPORATION, LTD. [FAR EASTERN MANAGER]
         68. MIDDLETON & COMPANY (INSURANCE), HUGH, LTD.
         69. MOTOR UNION INSURANCE COMPANY, LTD [THE]
         70. SHANGHAI INSURANCE OFFICE
         71. WEST COAST LIFE INSURANCE COMPANY [RICE & COMPANY, W.R]
         72. YANGTZE INSURANCE ASSOCIATION, LTD. [THE]
         73. EZRA & COMPANY, EDWARD
         74. HAIG COURT APARTMENTS
         75. SHANGHAI INVESTMENT LAND COMPANY, LTD.
         76. BUTTERFIELD & SWIRE
         77. DODWELL & COMPANY, LTD.
         78. MACKINNON MACKENZIE & COMPANY
         79. MELCHERS & COMPANY
         80. LONG-FEI LIVE STOCK COMPANY, LIMITED
         81. ARIKAWA, T.
         82. INTERNATIONAL FUNERAL DIRECTORS
         83. MACDONALD & COMPANY, THOMAS, [alias SOONG MOW]
         84. MOORE & COMPANY, L., LIMITED
         85. NOEL, MURRAY & CO. LIMITED
      5. Health/Hygiene
         1. CHINA CHEMICAL INDUSTRIES, LIMITED 中國化學工業社無限公司 [alias 中國化學工業社股份有限公司]
         2. FOSTER-MCCLELLAN COMPANY
            1. Doan Ointment
         3. GREAT CHINA DISPENSARY 中西大药房
         4. GREAT EASTERN DISPENSARY 中法大药房 [中法大药房合资公司]
         5. INTERNATIONAL DISPENSARY [FIVE CONTINENTS DRUGSTORE]
         6. LABORATOIRES MIDY [MIDY FRERES]
            1. Santal Midy
            2. Ever-Ready Blades
         7. LAMBERT PHARMACAL COMPANY
            1. Listerine Toothpaste
         8. MULLER AND PHIPPS (ASIA), LIMITED
            1. Kolynos
         9. SINE LABORATORY
         10. SUN SUN COMPANY [Health Department]
         11. 中國化學工業社總公司
         12. 上海老北門口茂昌眼鏡公司
         13. 東方化學工業社
         14. 粵港滬天喜堂藥行 [上海支行]
         15. 開成造酸公司
         16. 大中醫院
         17. 九福製藥有限公司
         18. 元昌行
         19. 虎標永安 [上海分行]
         20. 神經病院
         21. 佛慈大藥廠有限公司 [上海]
         22. 同仕醫藥所
         23. 馮氏
         24. 舒同壽藥店
         25. 大川醫院
         26. 中德產科蓬院
         27. ALLEN & HANBURYS LIMITED
             1. ALLENSBURY'S PASTILLES
             2. ALLENBURYS FOODS FOR INFANTS
         28. BAYER PHARMA COMPANY
             1. Helmitol
             2. Panflavin
         29. BURROUGHS WELLCOME & CO [Wellcome Foundation Ltd., London England]
             1. Kepler Cod Liver Oil
         30. NATHAN & COMPANY, JOSEPH, LIMITED [alias GLAXO]
         31. WILLIAMS' MEDICINE COMPANY, DR.
             1. Baby's Own Tablets
         32. WULFING & COMPANY, A
             1. Formamint
         33. RONDON & COMPANY, LIMITED, LOUIS
             1. Pastilles Valda
         34. CAOTEOL [LE]
         35. GRADOW, DR. A., M.D. [Berlin University Clinic]
         36. HELFENSTEIN, DR., M.D.
         37. HOLPER, DR. R., M.D. [Paris University]
         38. KASSOFF, DR. J., M.D. [Berlin and New York Clinics]
         39. KASTEIN, DR. J.
         40. LANGE, DR. HORT, M.D.
         41. LOEWENBERG, DR. MED. R.D., M.D. [formerly Neurological and Psychiatrical University Clinic, Hamburg]
         42. MOSSE, DR. MED. CARL. E.
         43. BRITISH CHIMNEY SWEEPING COMPANY [alias BRITISH CHIMNEY SWEEPING & SANITARY CLEANING COMPANY]
         44. ESSO COMPANY
         45. FAR EASTERN SANITARY COMPANY [FESCO]
         46. PARKES & COMPANY, G.H.
         47. LAZARUS, N. [OPTICIANS]
      6. Leisure/Pleasure
         1. HUADONG TOBACCO COMPANY
            1. Betelnut Cigarette
         2. HUAMEI TOBACCO COMPANY [SHANGHAI TOBACCO COMPANY]
            1. Maskee Cigarette
         3. ILBERT & COMPANY, LIMITED
            1. Du Maurier Cigarettes
         4. MAJOR DRAPKIN AND COMPANY
            1. Federal Cigarettes
         5. 中國國貨公司
         6. 隆烟公司
         7. PERNOD FILS
            1. Absinthe Pernod
         8. CRYSTAL THEATRE
         9. GONGWUTAI CINEMA
         10. GUANGHUA THEATRE
         11. HONGKONG THEATRE
         12. HONGKOU THEATRE
         13. JIUXING THEATRE
         14. LAFAYETTE MOVIE THEATRE
         15. MINGXING THEATRE
         16. NEW WORLD
         17. Olympic Theatre
         18. PALACE THEATRE
         19. PARADISE THEATRE
         20. PARIS THEATRE
         21. PENGLAI THEATRE
         22. SHANXI THEATRE
         23. SINCERE AMUSEMENT CENTER
         24. GREAT WORLD
         25. SMALL WORLD
         26. SOUTH EASTERN THEATRE
         27. TIANCHAN DANCING HALL
         28. VENUS THEATRE
         29. VICTORIA THEATRE
         30. WESTERN THEATRE [XIHAI THEATRE]
         31. WING ON AMUSEMENT CENTER
         32. ZHEJIANG THEATRE
         33. 吉地
         34. 華德大戲院
         35. 明珠大戲院
         36. 百老滙大戲院
         37. 天一公司
         38. 共和大戲院
         39. 共和大戲院
         40. 雷電華公司
         41. 晨光影片公司
         42. 九一八話劇社
         43. 新玉堂春
         44. 福安遊藝塲 [福安公司]
         45. 小達子雲艷霞
         46. 炳記三星舞台
         47. CATHAY THEATRE
         48. CARLTON THEATRE
         49. GRAND THEATRE
         50. ISIS THEATRE [alias SHANGHAI THEATRE]
         51. NANKING THEATRE
         52. RITZ THEATRE
         53. STRAND THEATRE
         54. WILLIE'S THEATRE
         55. BRITISH-AMERICAN TOBACCO COMPANY (CHINA), LTD.
         56. CARRERRAS TOBACCO COMPANY, LTD.
         57. ENTERPRISE TOBACCO COMPANY, LTD.
         58. CALDBECK, MACGREGOR & CO.
         59. HENNESSY & COMPANY, JAS
         60. MARCHANT, CHARLES
         61. MELROSE
         62. NOILLY PRAT
         63. AMERICAN WOMEN'S CLUB
         64. CATHAY HOTELS, LTD.
         65. CAPITOL THEATRE
         66. DOPPEL-KUMMEL
         67. EMBASSY THEATRE
         68. HINDS & BARR
         69. LYCEUM THEATRE
         70. METROPOL THEATRE
         71. CANIDROME BALLROOM [THE]
         72. HAKONE SUKIYAKI HOUSE
         73. BURROUGHES & WATTS
         74. PALACE HOTEL
         75. YANGTZE RAPID STEAMSHIP [S.S.] COMPANY
         76. WHITEAWAY, LAIDLAW & COMPANY, LTD.
      7. Nutrition
         1. CHOCOLATE SHOP [BAKERITE COMPANY] 沙利文
         2. CHINA MILK POWDER COMPANY, LIMITED
         3. HORLICK'S MALTED MILK COMPANY, LTD.
         4. LIBERTY DAIRY
         5. SHANGHAI DAIRY FARM
         6. 中國灌音公司
         7. 萬隆火腿南肉老棧
         8. CHIVERS & SONS, LIMITED
            1. CHIVER'S JAMS
         9. LEA & PERRINS [HEINZ COMPANY, H.J.]
            1. LEA & PERRINS' SAUCE [WORCESTER'S SAUCE]
         10. CULTY DAIRY COMPANY, LTD.
             1. CULTY'S MILK
         11. LANE CRAWFORD & COMPANY, LIMITED
         12. WATSON'S MINERAL WATERS CO., LTD [Authorized Bottler]
      8. Publicity/Propaganda
         1. SHANGHAI MUNICIPALITY LAND BUREAU 上海市土地局
         2. MINISTRY OF FINANCE 財政部
         3. MINISTRY OF TRANSPORT 交通部
         4. SHANGHAI CITY GOVERNMENT 上海市政府
         5. 上海市敎育局
         6. 上海法公董局
      9. Urban service, energy & transportation
         1. BABOUD MARY & CIE
         2. AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.]
         3. BARBER-WILHELMSEN LINE
         4. BLUE FUNNEL LINE [THE] [OCEAN STEAMSHIP COMPANY]
         5. BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
         6. CANADIAN NATIONAL RAILWAYS
         7. CANADIAN PACIFIC RAILWAY CO. ROYAL MAIL STEAMSHIP LINE [C.P.]
         8. CHINA NATIONAL AVIATION CORPORATION (C.N.A.C.) [SHANGHAI TICKET OFFICE]
         9. CHINESE AMERICAN SHIPPING COMPANY, INC.
         10. CHINESE EASTERN RAILWAY COMMERCIAL AGENCY & TRAVEL BUREAU [alias CHINA EASTERN RAILWAY TRAVEL BUREAU]
         11. CHUNG HWA CHOW KA DOO WHARF [alias CHUNG HWA WHARF COMPANY, LTD. ?]
         12. COAL MERCHANTS' WHARF
         13. DAIREN KISEN KAISHA [D.K.K.]
         14. EAST ASIATIC COMPANY, LIMITED
         15. EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
         16. GLEN LINE EASTERN AGENCIES, LTD.
         17. HAMBURG AMERIKA LINIE [SHANGHAI FILIALE]
         18. HIRANO, K. [alias HIRANO PACKING COMPANY]
         19. MAERSK LINE
         20. MARDEN & CO., G.E., LTD.
         21. MESSAGERIES MARITIMES DE France, M.M.
         22. NEE TAI SHING [TUNGKADOO NORTH] WHARF [NEE TAI SHING WHARVES]
         23. NIPPON YUSEN KAISHA [N.Y.K.] [JAPAN MAIL STEAMSHIP CO.]
         24. NORDDEUTSCHER LLOYD BREMEN [N.D.L.]
         25. OSAKA SHOSEN KAISHA [O.S.K.]
         26. PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
         27. PRESIDENT LINERS [DOLLAR STEAMSHIP LINE]
         28. ROOSEVELT S.S. COMPANY, INC.
         29. STATES STEAMSHIP COMPANY
         30. SWEDISH EAST-ASIATIC COMPANY LIMITED
         31. UNITED FLEETS-LLOYD TRIESTINO, MARITTIMA ITALIANA, SITMAR
         32. UNITED NETHERLANDS NAVIGATION COMPANY [FAR EASTERN FREIGHT SERVICE]
         33. JAVA-CHINA-JAPAN LIJN, AGENTSCHAP SHANGHAI N.V.
         34. 蘇州電氣廠股份有限公司
         35. 北票煤鑛公司[上海倉庫]
         36. 華商大通煤鑛公司
         37. 灤州礦務股份有限公司
         38. 上海內地自來水公司
         39. 大生輪船公司 [泰州]
         40. 顧竹軒
         41. 三北公司
         42. 粵漢鐵路株韶段工程局
   3. Consumers/Markets
4. System/configuration of mediums (P1, P2, P3, P6)
   1. Outdoor/3D advertising
   2. Indoor/2D/printed advertising