Newark evening star and Newark advertiser., 1914-06-08

American manufacturers who are
considering entering the markets OF
China, or who have already done so,
will do well to stop and consider how
they are to commence their opera
tions here in the matter of advertis-
ling, says Student Interpreter A. krl-
sci, of Shanghai. Advertising. has
been found to pay in China as well
as in other countries. But advertis-
ing carried on as it is done in Amer
lea will never do for China, ana IN
this respect advertising will be found
more difficult. For this reason close
attention and study is necessary IN
instituting a system of advertising Ill
China.
To reach the educated and news
paper-reading class, there is no bet
ter and cheaper way of advertising
than in the native newspapers. Ad-
vertisements in these should always
however, have a pictorial idea IN
them and the fewer words the pet
ter. The chop or trademark should
always be plainly visible. The rates
for advertising in the native papers
are net expensive, and each copy mas
an enhanced value by reason of the
custom in China whereby q single
COPY of a newspaper will be passed
from family to family and live masy
DAYS. Several years ago there was
no native press in China; today there
are over 400 newspapers, ana new
ones are being started every DAY:
Nevertheless. not over 2 per cent. OF
China's population can read, and II
the mass of the people are to be
reached it must be done in some
other manner. This has been found
in pictorial advertising, souvenirs and
window display.
Pictorial advertising is, in fact, one
of the most popular and successlul
methods of advertising now IN use
| Large posters, street signs, hand
| hills and other familiar ways used
/ in America have been found to be
| quite successful On each OF these
| avenues of advertising the picture
| representing the trademark OF
"chop." as it is called in China, Is
| always the dominant feature
/ Sometimes the use to which the ar
/ ticle may be put Is VlVidly descrlpeo l,o.
| nictorialiy. For descriptive matter
| the name of the article or firm man
! facturing it, in Chinese, is generally
| found to be sufficient. Picture SOU
/ venirs are getting to be very popular
with the Chinese. The pictures take
| tho form of some well-known per
| sonaee, as the president, poputdi
one at present, or of some Chlnese le'
r,ala heanty. Scenes of well-knoWf
maintains and rivers, or of places
famous in Chinese history, are alse
very popular. CThe Bureau OF for
eien and Domestic Commerce mas
sample of the pictorial poster uses
for adveytising goods in emma Whlui
will be placed on eXhlpltloh a' i''
| branch offices.) ,,
| large tobacco company, now Coii
sidered the most successful adVertlsel
in china. paws a great amount OF at
fention to its advertising department
II has a large printing plant OF lts
own turning out large quantities OF
advertising matter daily. An eXper'
on advertising is continually study
inc the matter and introducing new
pictorial effects and methods. III
finds that color plays very lmpor
tant part in pleasing the Chlnese' fol
instance. q combination OF color'
which would appear quite harmoniou!
10 the foreign eye will often displeas'
the Chinese taste, while some othel
combination of color will please hi
fancy SO well that he will at onc'
exclaim his delight upon seeing. |
and stop to admire the beauty of i
for a long time. This company ha
naturally many methods in its adver
tising. Besides printing large posters
Ihandbills, and hangers, etc, it prints
beautiful colored calenders, of whicl
, the Chinese are exceptionally fond
These are often made an article o
barter or trade with the lowe
Chinese classes.
Recently this enterprising firm
commenced issuing as souvenir
Chinese scrolls with Chinese scenery
SO dear 10 the enlightened Chinese
With its packages of cigarettes. i
/ presents a colored small card, callet
[ a stiffener, depicting the variou