| الوصف: |
Contents:Editor's Introduction by Melissa Dale Small Things of Great Importance: Toy Advertising in China, 1910s-1930s by Valentina Boretti From the turn of the twentieth century, playthings acquired a key role within the Chinese childrearing discourse as tools to train children, the prospective rescuers of China from its perceived decline. As a possibly unintended result, both children and toys acquired a marketing value: advertising employed them as icons to publicize a wide array of products. At the same time, the nascent toy industry “poached” the new discourse to brand its playthings as symbols of (made-in-China) educated progress, seeking to convince the affluent to reject things foreign, and to attract those who wished, through consumption, to participate in an enlightened community. In the reality devised by advertising, playthings would reveal, or construe, parents’ affectionate yet progressive competence, whilst children would be shaped into ideal citizens. Drawing on advertisements placed in periodicals for adults and children by Chinese and foreign producers between the 1910s and the 1930s, this study explores the ways in which children and toys were marketed as testimonials and catalysts of cognizant modernity. The Grapes of Happiness: Selling Sun-Maid Raisins to the Chinese in the 1920s-1930s by Cecile Armand This paper is a connective case study of Sun-Maid Raisins commercial strategies in the United States and China during the interwar years. It explores in three steps how the California-based company used advertising to bridge Chinese and American consumer cultures, less by reducing the gap than by adapting to Chinese consuming habits and purchasing power. After differentiating the universal/peculiar characteristics of consumers and raisins market conditions in the United States and China, we will examine how the specific organization of Sun-Maid in Republican China proved successful. Like British-American Tobacco and other global companies, Sun-Maid relied on its own distribution system, . |
