The Miller press. [volume] (Miller, S.D.) 190?-current, 1917-06-07

In ~ lSF\IO G
TT is not known when the sigr
boards first came into use in Japan
but presumably it was not lon,
after the introduction of writing
though that would not be necessary
among a people where pictures and
designs preceded ideographs represent
ing them. Indeed, japanese writing
ike Chinese, consists Of signs rather
than expressions Of sound, says T,
Nakayama, M. Coligny writes in the
Cincinnati Enquirer. The national
ideographs are for the eye rather than
the ear; to be seen rather than to be
heard.
There is no mention in japanese his
tory of the fact that in the reigns of
Emperor Godaigo (1319-1339) each gov
eminent official set up a door plate
signifying his name and occupation,
which may be regarded as the first
mention Of signs in Japan.
The art Of advertising seems to have
made considerable progress during the
Tokugawa era, especially in the va
riety of signs used. To foreigners
these signs are striking to a degree,
though to japanese they appear per-
fectly natural. Those In broken,
antique or impossible English are, Der
maps the most remarkable, for since
the coming Of foreigners every attempt
mas been made to appeal to them,
though in many cases these foreign
signs are only to impress the native
customer with the idea that the shop
deals in foreign goods and, therefore,
sells reliable wares.
The most primitive form of Jam
anese sign Is that whereon is depicted
the article for sale. The hemp dealer
hangs out a bundle of raw hemp fiber:
and the maker Of grass or reed hats
suspends some of these hats before
MS shop entrance, while the umbrella
maker does the same. The watchmak-
er has a big round clock or watch over
his shop, either In a tower on the roof
or on the sign over the door.
Sometimes the clock is q real one
and sometimes only a picture. Shops
that sell mirrors often do likewise.
The druggist sometimes has the pic
ture of a huge paper bag over his shop,
as most japanese medicines are sold
In that receptacle. Makers of tabi, the
Japanese sock, also have a big tabi in
front of their shops, usually the pat
tern after which the sock is cut be-
fore sewing. Fan makers put out a
h~alf-inished fan, and so on.
Sight In Front Of Shops.
Rouge and toilet powders are so ex-
tensively used by japanese m that
there are shops that deal exclusively
In this stun, and are indicated by a
small red flag, signityirg the color
which the powder will make the
cheeks. A shop witli a square piece of
wood on which is na:nted various
round dots Of different C4ors. tells the
passerby Of a paint shog.
From very ancient zines cedar
leaves have been used to represent
the drink called sake. The reason for
this Is because the ashes of cedar
foliage have been put in sake from of
old to give 1t a certain flavor liked by
the native palate. The leaves are ar.
ranged In various forms, from q round
bunch to an oblong bundle. The cedar
g net painted, but natural, and
Is replaced by fresh ones as the old
fall away. Usually the change is made
with the appearance of new saks on
the market, especially at New Year.
When you see a paper lantern with
the painting Of the tree peony ON Il,
that shows the shop within deals in
boar meat. Sometimes a lion is
In association with the peonies.
rs the pronunciation OF the word "shi.
MI" wild boar. is much the same as
hat OF the word @shishi," lion.
Tea dealers usually set up a picture
II a tea caddy either on the roof or
n front OF their places OF business.
PAPER lanterns with pictures Of maple
caves tell You where to buy deer meat,
IS the best venison comes from the
maple forests.
The custom Of setting up signs that I
nvolved some sort of puzzle came into
ogue Ia the Tokugawa period. and has