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Advertising "assemblages" 1938-1943

Add by carmand | May 12, 2017 16:42  501 |  0
Advertising "assemblages" 1938-1943
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Advertising "assemblages" 1938-1943
1 System/configuration of representations (P5)
1.1 Page landscapes
1.2 Copy models
1.2.1 Shorter texts
1.2.2 More efficient titles or slogans
1.2.3 Realistic images of the package/product
1.2.4 Decline of figurative illustrations
1.2.5 Opening of borders
1.2.6 Creative play on typography
1.2.7 Creative play on contrasts
1.3 Discursive styles
1.3.1 Residual hyperbolic style
1.3.1.1 Superlative tone
1.3.1.2 Brand names
1.3.2 Declining yet still important rational style
1.3.2.1 Brief description of the product qualities
1.3.3 Prominent emotional style
1.3.3.1 Appealing and lively illustrations
1.3.3.1.1 Decline of sexy women figures
1.3.3.1.2 Cute children and ideal family scenes
1.3.3.1.3 New male: figures of businessmen, employees and dandies
1.3.3.2 Appeal to the senses and emotions
1.3.3.2.1 Rich and refined lexical field related to vision, taste and touch
1.3.3.2.2 Alternance between positive (joy, happiness) and negative (fear, pain) emotions
1.4 Appeals
1.4.1 Health
1.4.2 Taste
1.4.3 Sex/Beauty
1.4.4 Child/Youth
1.4.5 Happiness
1.4.6 Safety
2 System/configuration of actors (P3, P4)
2.1 Advertising agents/professionals
2.1.1 Decline of foreign agencies after 1937 and above all 1941
2.1.2 Gradual process of catch-up by Chinese agents
2.2 Business sectors, advertised goods or services, advertisers and brandnames
2.2.1 Beauty/Appearance
2.2.1.1 RICHARD HUDNUT [Warner-Hudnut & Company, Federal Inc., U. S. A.] 華納公司 [美商三花公司]
2.2.1.2 Association of Shanghai handkerchief manufacturers 上海市手帕踏邊代工同業
2.2.1.3 TIN SING DYEING AND WEAVING COMPANY 鼎新染織廠股份有限公司
2.2.1.4 Wing On Cotton Factory 永安紗廠
2.2.1.5 WING ON TEXTILE MANUFACTURING COMPANY 永安紡織股份有限公司
2.2.1.6 YUNG FOONG COTTON COMPANY 榮豐紡織公司
2.2.1.7 Zhentai cotton factory 振泰紗廠 
2.2.1.8 上海市漂染整理襪業同業公會
2.2.1.9 華商紗布交易所股份有限公司 [上海]
2.2.1.10 利生製針厰
2.2.1.11 RAZON TRADING COMPANY
2.2.2 Culture
2.2.2.1 S.M.E.C.
2.2.2.2 WING ON PHOTO STUDIO 永安攝影室
2.2.2.3 立德中學
2.2.2.4 濱海中學
2.2.2.5 粤東中學
2.2.2.6 中華書局 
2.2.2.7 中國職業補習學校
2.2.2.8 中職業學校
2.2.2.9 中國無綫電工程學校
2.2.2.10 上海幼稚師範中學女子部小學
2.2.2.11 勵志英文夜校
2.2.2.12 復旦公學
2.2.2.13 大夏大學
2.2.2.14 大夏大學附設大夏中學
2.2.2.15 江蘇省立敎育學院
2.2.2.16 光華大學
2.2.2.17 康元製罐廠
2.2.2.18 中國醫學專修館
2.2.2.19 明學院
2.2.2.20 同德中學
2.2.2.21 輔仁中學
2.2.2.22 稽山中學
2.2.2.23 省立南通中學
2.2.2.24 新民中學
2.2.2.25 育英中學
2.2.2.26 江蘇南菁中學
2.2.2.27 光夏中學曁光厦小學
2.2.2.28 三育中學
2.2.2.29 大經中小學
2.2.2.30 中華中學曁小學
2.2.2.31 心靈科學書局
2.2.2.32 新北中學
2.2.2.33 新人小學
2.2.2.34 愛國女子中學
2.2.2.35 三吳大學
2.2.2.36 上海各學校
2.2.2.37 上海法學院
2.2.2.38 上海女子中學曁師
2.2.2.39 上海工程專科學校
2.2.2.40 上海法政學院
2.2.2.41 申報
2.2.2.42 韋榮主編
2.2.2.43 無錫師範學校
2.2.2.44 無錫國學專修學校
2.2.2.45 靑年中學曁小學
2.2.2.46 松光中學
2.2.2.47 華華中學
2.2.2.48 正光中學
2.2.2.49 大中中學
2.2.2.50 滬光中學
2.2.2.51 師承中學
2.2.2.52 國强中學
2.2.2.53 國强小學
2.2.2.54 明中學曁小學
2.2.2.55 錢業中小學
2.2.2.56 證劵業小學
2.2.2.57 華英女子中學曁小學
2.2.2.58 益友業餘補習學校
2.2.2.59 聖芳濟學院
2.2.2.60 久女子中學
2.2.2.61 大德髙級助産職業學校
2.2.2.62 中華職業敎育社
2.2.2.63 苐四中華職業補習學校
2.2.2.64 立信會計專科學校
2.2.2.65 鄔鵬律師證明
2.2.2.66 文生氏高等英文專門學校
2.2.2.67 上海婦女補習學校
2.2.2.68 亞達無綫電公司
2.2.2.69 新華自來水筆製造廠
2.2.2.70 INNISS & RIDDLE (CHINA), LTD.
2.2.2.71 ELECTRIC AND MUSICAL INDUSTRIES (China), LTD.
2.2.3 Engineering/Industry
2.2.3.1 源豐鞋料五金號
2.2.3.2 江南水泥  
2.2.3.3 中國顔料廠
2.2.3.4 雲飛汽車
2.2.3.5 KAILAN MINING ADMINISTRATION
2.2.3.6 ROSOLD, ARCHITECT
2.2.3.7 BILLS MOTORS, FEDERAL INCORPORATED, U.S.A
2.2.3.8 FORD HIRE SERVICE, FEDERAL INC. U.S.A.
2.2.3.9 MOODY, MARK L., FED. INC., U.S.A.
2.2.3.10 TAYLOR GARAGE, LIMITED
2.2.4 Finance
2.2.4.1 BANK OF CHINA
2.2.4.2 CHINESE BANK
2.2.4.3 CONTINENTAL BANK
2.2.4.4 Huizhong Commercial & Savings Bank
2.2.4.5 NATIONAL COMMERCIAL BANK, LIMITED [THE]
2.2.4.6 SHANGHAI BANK
2.2.4.7 永亨銀行 
2.2.4.8 國華銀行
2.2.4.9 HARDOON & COMPANY
2.2.4.10 Chung Hwa Funeral Directors 中華殯儀館
2.2.4.11 Da Hwa Funeral Directors 大華殯儀館
2.2.4.12 Happy Garden Funeral Home 樂園殯儀舘
2.2.4.13 恒昌湘記銀號
2.2.4.14 一大銀公司
2.2.4.15 華商永昌股票公司
2.2.4.16 通易信託股份有限公司
2.2.4.17 蘭因里房產
2.2.4.18 興泰蛋行股份有限公司
2.2.4.19 國泰蛋業公司
2.2.4.20 沈孝祥律師
2.2.4.21 王耀堂律師
2.2.4.22 李文杰律師
2.2.4.23 金湛律師証明
2.2.4.24 孫傳暉律師
2.2.4.25 鄭保華律師
2.2.4.26 江蘇上海第一特區地方法院
2.2.4.27 亞西亞廣告公司
2.2.4.28 BANQUE BELGE POUR L'ETRANGER, S.A. [SOCIETE GENERALE DE Belgique]
2.2.4.29 HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
2.2.4.30 LEVY & COMPANY, S.E.
2.2.4.31 MERCANTILE BANK OF INDIA, LIMITED [THE]
2.2.4.32 NEDERLANDSCH INDISCHE HANDELSBAN, N.V.
2.2.4.33 NETHERLANDS TRADING SOCIETY [NEDERLANDSCHE HANDEL MAATSCHAPPY]
2.2.4.34 SWAN, CULBERTSON & FRITZ
2.2.4.35 HONGKONG & SHANGHAI BANKING CORPORATION [alias H.S.B.C]
2.2.4.36 AMERICAN ASIATIC UNDERWRITERS
2.2.4.37 OCEAN ACCIDENT & GUARANTEE CORPORATION, LIMITED [THE]
2.2.4.38 SPARKE INSURANCE OFFICE, C.E.
2.2.4.39 WORLD AUXILIARY INSURANCE CORPORATION, LIMITED [THE]
2.2.4.40 MOORE & COMPANY, L., LIMITED
2.2.4.41 NOEL, MURRAY & CO. LIMITED
2.2.5 Health/Hygiene
2.2.5.1 BURROUGHS WELLCOME & COMPANY
2.2.5.2 De Witt & Company, Ltd., E. C.
2.2.5.3 INTERNATIONAL DISPENSARY
2.2.5.4 FOSTER-MCCLELLAN COMPANY
2.2.5.5 GREAT CHINA DISPENSARY
2.2.5.6 HEALTH PRODUCTS CORPORATION [NEWARK, N.J., U.S.A]
2.2.5.7 Min-Yee Chemical & Pharmaceutical Works
2.2.5.8 NEW ASIATIC CHEMICAL WORKS 新亞藥廠 [新亞血清廠製造]
2.2.5.9 NEW STAR RESEARCH LABORATORIES [NS] 新星西藥行無限公司
2.2.5.10 Sean You Zoo & Company 三友實業社
2.2.5.11 SINE LABORATORY 信誼藥廠
2.2.5.12 TAIHE DISPENSARY 太和大藥房
2.2.5.13 北平藥局
2.2.5.14 天平化學製藥廠
2.2.5.15 JIANG SHUZHONG, DR.
2.2.5.16 YAO JUYAN, DR. [EXPERT IN VENERAL DISEASES] 姚菊巖醫師 [白濁性病專家]
2.2.5.17 中國瘋病醫院 [上海瘋人院]
2.2.5.18 屠企華醫師
2.2.5.19 中國戒煙療養院
2.2.5.20 寧民藥社
2.2.5.21 廣東冼種福堂
2.2.5.22 松江漴缺鄉徐湯
2.2.5.23 永豐銅錫號
2.2.5.24 唐太平 [醫學博士]
2.2.5.25 大生三廠
2.2.5.26 戴德醫師[白濁花柳專科]
2.2.5.27 上海内科兒科醫院
2.2.5.28 樂仁醫院
2.2.5.29 私立廣澄髙級藥學職業學校
2.2.5.30 HEALTH-RAYS LIMITED
2.2.5.31 KASSOFF, DR. J., M.D. [Berlin and New York Clinics]
2.2.5.32 GILLETTE COMPANY [THE]
2.2.5.33 KOLYNOS COMPANY [JENKINS, N.S.]
2.2.5.34 PARKES & COMPANY, G.H.
2.2.5.35 CHINESE OPTICAL COMPANY
2.2.6 Leisure/Pleasure
2.2.6.1 CAPITOL THEATRE
2.2.6.2 CATHAY THEATRE
2.2.6.3 DOUMER THEATRE
2.2.6.4 GOLDEN GATE THEATRE
2.2.6.5 GRAND THEATRE
2.2.6.6 METROPOL THEATRE
2.2.6.7 ROXY THEATRE
2.2.6.8 UPTOWN THEATRE [PING'AN THEATRE]
2.2.6.9 HWA CHING TOBACCO COMPANY, LIMITED
2.2.6.10 NANYANG BROTHERS TOBACCO COMPANY
2.2.6.11 ASTOR THEATRE
2.2.6.12 CARLTON THEATRE
2.2.6.13 CRYSTAL THEATRE
2.2.6.14 DAWUTAI DACING HALL
2.2.6.15 EMPIRE THEATRE
2.2.6.16 GENGXIN DANCING HALL
2.2.6.17 GONGWUTAI CINEMA
2.2.6.18 Great China Theater 大中華劇場
2.2.6.19 GUANGHUA THEATRE
2.2.6.20 JIUXING THEATRE
2.2.6.21 LAFAYETTE MOVIE THEATRE
2.2.6.22 LYRIC THEATRE
2.2.6.23 MINGXING THEATRE
2.2.6.24 OMON THEATRE 亞蒙大戯院
2.2.6.25 PALACE THEATRE
2.2.6.26 PARIS THEATRE
2.2.6.27 RIALTO THEATRE
2.2.6.28 SHANXI THEATRE
2.2.6.29 STRAND THEATRE
2.2.6.30 SUN SUN COMPANY
2.2.6.31 TIANCHAN DANCING HALL
2.2.6.32 VENUS THEATRE
2.2.6.33 WESTERN THEATRE [XIHAI THEATRE]
2.2.6.34 ZHEJIANG THEATRE
2.2.6.35 Yiwentai Dancing Hall 伊文泰舞廳
2.2.6.36 GREAT WORLD
2.2.6.37 ZHANG GARDEN
2.2.6.38 Grand Hotel des Wagons-Lits, Ltd. 六國飯店
2.2.6.39 HOTEL PACIFIC
2.2.6.40 冶兒劇團
2.2.6.41 大滬
2.2.6.42 金都
2.2.6.43 國聯
2.2.6.44 寗波同鄉會
2.2.6.45 新都
2.2.6.46 新樂宮
2.2.6.47 璇宫
2.2.6.48 金星公司
2.2.6.49 CALDBECK, MACGREGOR & CO., LTD.
2.2.6.50 FARIMEX DISTILLING WORKS
2.2.6.51 A.A. [??] NIGHT CLUB
2.2.6.52 BALALAIKA
2.2.6.53 BLACK CAT CAFE
2.2.6.54 COSMO CLUB
2.2.6.55 LYCEUM THEATRE
2.2.6.56 NANKING THEATRE
2.2.6.57 ROXY NIGHT CLUB [ROXY THEATRE]
2.2.6.58 TOWER, THE [CATHAY HOTELS, LTD.]
2.2.6.59 WARNER BROTHERS FIRST NATIONAL PICTURES, INC.
2.2.6.60 CANIDROME BALLROOM [THE]
2.2.6.61 PARC DES SPORTS [AUDITORIUM]
2.2.6.62 WHITEAWAY, LAIDLAW & COMPANY, LTD.
2.2.7 Nutrition
2.2.7.1 CONNELL BROTHERS COMPANY, LiMIITED
2.2.7.2 Ma Ling Canned Goods Company 梅林罐頭食品公司
2.2.7.3 Shanghai Thermos Bottle Association 上海舊料瓶業同業公會
2.2.7.4 漢冶萍[招商局]
2.2.7.5 ROYAL BAKING POWDER
2.2.8 Publicity/Propaganda
2.2.8.1 Association of immigrants 聯僑縂會
2.2.8.2 Shanghai Refugees Association 上海難民救濟協會
2.2.8.3 SHANGHAI WAR SAVINGS ASSOCIATION
2.2.9 Urban service, energy & transportation
2.2.9.1 SHANGHAI POWER COMPANY 上海電力公司 [閘北水電公司]
2.2.9.2 AMERICAN GULF ORIENT LINE
2.2.9.3 AMERICAN PIONNER LINE [UNITED STATES LINES COMPANY]
2.2.9.4 AUSTRALIAN-ORIENTAL LINE, LTD., THE [alias A-O. LINE, LTD.]
2.2.9.5 BARBER-WILHELMSEN LINE
2.2.9.6 BRITISH-INDIA STEAM NAVIGATION COMPANY, LTD. [alias B.I.S.N. CO., LD.]
2.2.9.7 CHINA NAVIGATION COMPANY, LIMITED [C.N. CO., LTD]
2.2.9.8 CUNARD WHITE STAR LTD. [THE]
2.2.9.9 DAIREN KISEN KAISHA [D.K.K.]
2.2.9.10 DE LA RAMA STEAMSHIP CO., INC. [alias DE LA RAMA STEAMSHIP AGENCIES, INC.]
2.2.9.11 EASTERN AND AUSTRALIAN STEAMSHIP CO. LTD., [E. & A.]
2.2.9.12 EVERETT STEAMSHIP CORPORATION
2.2.9.13 JAVA-CHINA-JAPAN LIJN, AGENTSCHAP SHANGHAI N.V.
2.2.9.14 PENINSULAR & ORIENTAL STEAMSHIP NAVIGATION COMPANY [P. & O. S.N. CO.]
2.2.9.15 SCHARPF, GUENTER & CO.
2.2.9.16 THORNYCROFT & CO. LTD., JOHN I.
2.2.9.17 TRANSCONTINENTAL AND WESTERN AIRLINES
2.2.9.18 UNITED AIR LINES [UNITED AIRCRAFT AND TRANSPORT CORPORATION (UATC)]
2.2.9.19 UNITED STATES LINES COMPANY
2.2.9.20 宏昌冷汽股份有限公司
2.2.9.21 中興煤礦 
2.2.9.22 華商電氣
2.2.9.23 中通航運公司
2.2.9.24 洽成船務行
2.2.9.25 利安運輸公司
2.3 Consumers/Markets
3 System/configuration of mediums (P1, P2, P3, P6)
3.1 Outdoor/3D advertising
3.2 Indoor/2D/printed advertising

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