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