The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1914-06-29
NEWSPAPERS ARE POPULAR
With CHINESE ADVERTISERS

Consular and Trade Reports: Ad-
vertising has been found to pay in
China as Well as in other countries.
But advertising carried on as it is
done in America will never do for
China. For this reason close atten-
ton and study is necessary in instl-
tuting a system of advertising in
China.
To reach the educated and reading
class there is no better n cheaper
way Of advertising than in the native
newspapers. Advertisements of these
should always, however, have a PIC
torial idea In them and the fewer the
words the better. The chop or trade
mark should always be plainly visible.
The rates for advertising in the native
papers are not expensive, and each
copy has an enhanced value by a
of the custom in China whereby a
single copy Of a newspaper will be
passed from family to family n live
many days. Several years ago there
was no native press in China. Today
there are more than 400 newspapers,
and new ones are being started every
day.
Advertising by Pictures.
Pictorial advertising is one of the
most successful methods of advertis-
ing now in use. Large posters, street
signs and hand bills have been found
to be profitable, The picture repre-
senting the chop is always the pre-
dominant feature. Sometimes the use
~ xyL;@L %L- -Ntn1 - 800 a.
wildly described pictorially. For de-
%scriptive matter the name Of the ar
ticle or firm manufacturing 1t, in Chi
nese, is generally found to be suffi-
cient. Picture souvenirs are getting
to be very popular with the Chinese.
The pictures take the form of some
we'll known parsonage. as the presi-
dent, a popular one at present, or Of
some Chinese beauty. Scenes of We'll
known mountains and rivers, or of
places famous in Chinese history. are
also very popular.
A large tobacco company, now con-
sidered the most successful advertiser
in China, pays a great amount Of at
tention to it's advertising department.
1t has a large printing plant of its own,
turning out large quantities of adver-
Using matter daily. An expert on
advertising is continually studying the
matter and introducing new pictorial
effects and methods. He finds that
color plays a very important part in
pleasing the Chinese. For instance, a
combination of colors which would ap-
pear quite harmonious to the foreign
eye will often displease the Chinese
taste, while some other combination
Of color will please his fancy SO well
that he will at once exclaim his de-
light upon seeing it and stop to admire
the beauty of it for a long time.
Recently this firm commenced is
suing as souvenirs Chinese scrolls
with Chinese scenery. With its pack
ages of Cigarets, it presents a colored
small card, called a stiffener, depicting
the various modes of travel, as the
sampan, junk. wheelbarrow,. ricksha
and the more modern motor boat,
large steamer, bicycle, motorcycle,
motor boat and locomotive.
A novel idea is the recent method
instituted by this company Of giving
rug to fit the bottom section of the
ricksha On which the feet rest in rid
ing. On this rug are the Chinese char
acters for the name of brand of Gig
aret or Of the company, with the
company's chop. AS these rugs with
the chop thereon are plainly visible to
the passenger riding in the ricksha,
1t is at ono seen what an advertising
value this small rug has without n
further cost to the company.
Importance Of the Trademark.
All matter of advertising. whatever
It's form, has the chop of the firm as
the predominant feature. Too much
stress cannot be laid on Importance Of
observing this idea. Probably four
be unable to read Chinese, and If it is
such as to please the Chinese and has
a good reputation among his friends,
he Will be sure to become acquainted
with it, and buy the article without
any thought as to Its quality. To fur
Their instance the value of a chop in
China:
A visitor had gone to view a cotton
spinning mill in Shanghai. When he
arrived at the room in which the yarn
was being packed and labeled, he no.
ticed that two different labels were be-
Ing used. One of them, named the
eral packages Of yarn and then the
other label, named the 1.-TWO Girls"
would be placed on the next several
packages of yarn. Upon inquiring the
the Lion rand" was well known at
Shanghai, and that that was the only
kind that would sell there; while at
Hangchow the Two Girls" brand was
that would sell.
A large American company in China
has also a very good systematized ad-
vertising policy. What it finds the
most successful is the calendar idea in
advertising. Its latest calendar issue
depicted the United States recognizing
the republic of China. This was done
by having Uncle Sam shaking hands
with a Chinese, while at the top were
draped the American and Chinese flags.
The .company's chop is plainly visible
with illustrations Of the various uses
to which the product 1t was selling be
put. The calendar section contained
both the old Chinese calendar and the
Gregorian calendar, which China has
now adopted.
Get Rid of the Torment OF Rheurna.
tisFns
Remember how spry and active you
| vera before Won had rha1lnnatisn