The Digital Archiving of Ephemera:
Chinese Commercial Advertisement
Archive from the late 19th Century to the middle 20th century
Defining Ephemera Workshop
December 8th , 2012
The Chao Center Ephemera Project
The Chao Center Ephemera Project
Project director
Tani E. Barlow/Steven W. Lewis
Project Assistant
Haejin Koh/Rachel Ross
Academic Consultant
Kang Liu/ Tonglin Lu/Jing Wang
Copyright Consultant
Chunyan Wang
Research Group
Jing Chen/Michael Meng/He Lin
Techniciial Group
Jing Ying
Contributors
Luofu YE/Xiaoduan Wang/
Qian Zhuang/Yonggang Yan/
Yudong Su/Zhang Xiaoming/Liaoyuan Zhao
Team
 Plastered on billboards, placards, news kiosks, and trolleys;
advertising Sun-Maid Raisins, Ford Model Ts, Pond’s cold
cream, Brunner Mond chemical fertilizer; and ubiquitous to
all forms of media; the modern Chinese advertisements is a
picture of and story about the industrially produced
commodity and its explosive value to ‘society’ as such. The
evidence of advanced Chinese advertising markets in the
years 1919-37 allows contemporary historians to see ‘society’
or ‘the social’ as it was first theorized, the social as the sine
qua non of modernity.
Tani Barlow, “Advertising Ephemera and the Angel of History”
No.
Title
Location
Type
Founder
Founding date
End date
Issues
Highest
Daily
Circulation
1
Shen Bao
Shanghai
Business/
Daily
Ernest Major
April 30, 1872
May 27, 1949
25,600
150,000
2
Dagong Bao
Tianjin
Business/
Daily
Ying Lianzhi(英敛之)
June 17, 1902
Jan 5, 1949
3
Hankou
Zhongxi Bao
Hankou
Business/
Daily
German
businessman/Huaxua
n Wang（王华轩）
1904
Dec, 1937
4
Yuehua Bao
Guangzhou
Business/
Daily
Zhuting Che(陈柱亭)
July 27,
1926
Aug, 1950
50,000
5
Shengjing
Shibao
Shengyang
Business/ Daily
Nakajima Naoin(中岛
真雄)
Oct 18,1906
Sep14,
1944
180,000
100,000
10,000 issues

Data Collecting
We have already begun working with Shanghai Jiao Tong University
and Shanghai Public Library to collect the data. So far, we have
exhaustively collected international brand commercial advertisements
in three, full-run newspapers.
2012 Summer
Date
Issue
出版
时间
刊号
1.14
12561
Product
name
Type of
Product
Company
Name
Address
of
Compan
y
产品名称
产品分类
公司名称
公司地址
中將湯（The
Chujoto
Tsumura）
医疗用品
津村顺天堂
大药房（
Tsumura）
山得尔弥地
（Santal Midy
）
医疗用品
艾罗补脑汁
（Dr. T. C.
Yale's
Phostose
Brain Tonic
Multivitamin
Supplement）
伦敦崙格西
火险（
London &
Lancashire
Insurance Co
Ltd）/劳治爱
司真火险/叭
喇定火险/阿
德来火险
医疗用品
保险
伦敦崙格西
火险公司（
London &
Lancashire
Insurance Co
Ltd）/劳治爱
司真火险公
司/叭喇定火
险公司/阿德
来火险公司
老太古洋行
（
Butterfield
& Swire）
解百勒药水
鱼肝油（
Kepler
Solution）
保健品/医
疗用品
宝柔士氏 &
威来金氏公
司（
Burroughs
Wellcome &
Co.）
信记公司（
Eastern
Trading
Co.,Ltd.）
東京都港
区赤坂二
丁目17番
13号
Agency
Natioan
lity of
Compa
ny
Series
Number
of Ads
Size
of Ad
Description
Note
代理公司
公司国别
广告序号
广告大
小
广告描述
补充
东亚公司书
药局（Toa
& Co.,Ltd.
）
日本
3
35*170
上下两枚相同的圆形LOGO：圆圈内为
一名披着乌黑长发，穿着日本传统服饰
的东方女性（中将姬）；外圈上半部分
白底黑字：子宮病血之道藥；下半部分
黑底白字：Chujoto Prepared By
Tsumura；圆形LOGO下方黑色标志写
有：中將湯。
法国
4
60*78
一圆柱形容器，贴着一张标有“Santal
Mindy”的标签
13
62*63
一对中国传统狮子同时踩着同一枚绣球
对称站立，周围填满祥云（云狮图案）
。
英国/英国
/英国
14
30*45
一枚大盾徽内为英国国旗，上方有“太
古”二字。
英国
14
32*105
一名留着长胡子、身着鱼形服饰的男子
左手拿着小桶，右手举着形似鱼叉的长
柄状物。
上海中法老
药房
*
官方网站：
www.tsumura.co.jp
http://124.42.43.7/zgbxb/htm
l/201112/30/content_115869.htm
Processing Line
Thank you very much!