The Ordway new era., 1917-06-08

TT IS not known when the sign
boards first came into use in Japan,
but presumably 1t was not long
= after the introduction Of writing.
though that would not be necessary
among people where pictures and
designs preceded ideographs represent
Ing them. Indeed, Japanese writing,
like Chinese, consists of signs rather
than expressions of sound, says T..
Nakayama, NJ. 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
ernment official set up 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, per-
haps the most remarkable, for since
the coming Of foreigners every attempt
has 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 jap
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
his shop entrance, while the umbrella
maker does the same. The watchmak-
er has big round clock or watch over
his shop, either in tower on the roof
or on the sign over the door.
Sometimes the clock is real one
and sometimes only 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 big tabi In
front of their shops, usually the pat
tern after which the sock is cut be-
fore sewing. Fan makers put out n
half-finished fan, and SO on.
Sight In Front Of Shops.
Rouge and toilet powders are SO ex-
tensively used by Japanese women that
there are shops that deal exclusively
in this stuff, and are Indicated by a
small red flag. signifying the color
which the powder will make the
cheeks. A shop with a square piece of
wood on which is painted various
round dots of different colors. tells the
passerby of paint shop.
From very ancient times 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 it certain flavor liked by
the native palate. The leaves are ar
ranged in various forms, from round
bunch to an oblong bundle. The cedar
foliage Is not painted, but natural, and
is replaced by fresh ones as the old
fall away. Usually the change is made
with the appearance of new sake on
the market, especially at New Year.
When you see paper lantern with
the painting Of the tree peony on 1t.
that shows the shop within deals in
wild boar meat. Sometimes lion is
painted in association with the peOnies,
as the pronunciation Of the word "shi-
shi," wild boar. 10 much the same as
that of the word "shishi." lion.
Tea dealers usually set up a picture
Of tea caddy either on the roof or
In front Of their places Of business.
Paper lanterns with pictures Of maple
leaves tell you where to buy deer meat,
a. the best venison comes from the
maple forests.
The Custom Of setting up signs that
Involved some sort q puzzle eanla tnto
vogss u ~ Tokrsawa pesssd ~ ~