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Citation: Bore i, Valentina. “Small Things of Great Importance: Toy Advertising in China, 1910s-1930s.” Asia Pacifi c Perspectives, Vol. 13, no. 2, pp. 5-48.

Abstract: 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 affl uent to reject things foreign, and to a ract those who wished, through consumption, to participate in an enlightened community. In the reality devised by advertis- ing, playthings would reveal, or construe, parents’ aff ectionate 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 cogni- zant modernity.

Keywords: Toys; Republican China; Advertising; Children; Marketing; Modernity. Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Toy Advertising inChina,1910s-1930s Small ThingsofGreatImportance: Chinese toyadvertisement in1931. 1910s andthe1930sin China. After abriefoverview ofthechildandtoy adults, thisstudyexplores thepromotionofplaythingsbetween the Improvement, inaword,underpinned themarketingoftoys. of tangibleprogress–markerslifestyle andattitudesimultaneously. makers andrevealers ofimmaterial (cognizant)modernity,asmuch since toysacquirednewlabels.These“biographies” or replicasofmodernobjects(trains,planes), andchieflyimmaterial re-manipulation was partlymaterial,throughnewrenditionsofolditems tainment preparatorytoachievement. tasks thatawaited them,andeagerforinstructive, state-of-the-artenter relevance ofchildhoodandinvest init;childrenshouldbeaware of the inform consumption.Cognizantlymodernadultsshouldappreciatethe nales were education,patriotismandcompetence,whichshouldequally likewise legitimatedtoyproductionorsale,whosepurportedmainratio- revealed andconfirmedawareness, whichlegitimatedit.Consciousness this case.Neitherconnoisseurshipnorconsumerism,theirconsumption elevating themselves andthenationconcurrently–throughchildren,in se, butjudiciouslypursuedtheimproved andimproving,withaviewto were thosewhodidnotinanelyyearn forthefashionableornovel per assumed premiseofpromotionalmessages.Cognizantlymodernpersonae that, itiscontended,was boththesuggestedoutcomeof purchaseandthe cognizant modernity. brand playthingsastestimonialsandcatalystsofwhatistermedhere industry, andsomeforeignproducers,“poached” to publicizeawidearrayofproducts. At thesametime,nascenttoy acquired amarketingvalue: advertising thusemployed themasicons ers ofthenation. As apossiblyunintendedresult,bothchildrenandtoys childrearing discourseastoolstoshapechildren,theprospective rescu- playthings hadacquiredavery significantrolewithintheChinese Toys maybesmallthings,buttheirrelevance isgreat,argueda Drawing onadvertisements placed inperiodicalsforchildrenand Remade playthingswere amongthetoolsforremakingChina.Their This termisintroducedheretocover aflexiblynormative construct by Valentina Boretti,SchoolofOrientaland African Studies,UniversityofLondon Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 1 Indeed,from theturnofcentury,

2 thenewdiscourseto 3 construedtheminto - • 5 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ News advertising Small thingsofgreatimportance:Toys andchildrenindiscourse trate thepervasiveness andcompositionofthemarketingapproach. contents oftoyadvertising asexemplifiedbyseveral cases,soastoillus ing levers –sincethis,too,signalstheirsymbolicroletothenmapthe discourse, itlooksathowchildrenandplaythingswere used asmarket from thefettersoftraditional upbringingandeducation–(mis)construed children were symbols; likethem,theyhadtobeliberated.Once freed particular –asakeycornerstone ofnationalrejuvenation. Likewomen, as theinfluentialLiangQichao, order tosave Chinafromhumiliationandannihilation.Reformers,such debacles accentuatedtheconvictionthatchange was urgentlyrequiredin turmoil, increasingforeignpressureontheQing empire,andmilitary nineteenth-century apprehensionover thestateandfateofChina,when through childrenalreadyhadahistoryofabout threedecades. sary tofirststrengthenthechildren,” first strengthenthepeople;inorderto thepeople,itisneces in themid1920sthat“inordertostrengthennation,itisnecessary 1. “New”childrenandtheirtoys discourse: toyswere instrumentstomoldchildren,thebudsofnation. because Chineseentrepreneursappropriatedandcommodifiedanew were very similarhadbeendonned entirelydifferentsignifications, than gadgets–namely,asmoreutilitarianludic. animals, kitchensets,andballsallcametobepresentedastools,rather gifts. Flashcardsandblocksfirst,then vehicles, militarytoys,dolls, pedagogic, moral,andnation-buildingfacets,whichmadethemsuitable ers begantopublicizetheirowntoysbyunderscoringalleged gadgets advertised aspresentsforthewintersolstice, ular capacity,baringenuity. these shortlistingsattempttoconstruethemasendowed withanypartic of “children’splaythings.” “foreign littleboys”appearedforsale; have becomeapromisingmarketniche:“toygunsforyoungsters”and as thefinalconsumersof“toys.”Fromlate1870s,youngseemto advertised before,butthiswas thefirsttimechildren were mentioned solstice.” all very “suitableaspresentsforchildren”thecoming“Western winter Its emergenceisinfacttobesituatedagainst thebackdropoflate By thetimeintellectualsandMomilkadvertisements alikeproclaimed Yet, intheearly1900s,when foreigndollswere stillamongtheexotic In 1873,theforeignfirmL.Moore&Co.advertised inthe thesaleofvarious mobiletoys,including steamboatsandpuppets, 4 Mechanical “toys,”namelyleisureobjectsforadults,hadbeen 6 None ofthesetoyswere Chinese;neitherdid 11 Small Things ofGreat Importance/Boretti identifiedtheyoung–andchildrenin Asia PacificPerspectives∙Fall/Winter2015-16 9 thenarrative ofre-makingChina 5 advertisements begantospeak 7 8 Chineseproduc Playthings that Shanghai 10 - - - - • 6 - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ tion; norwas thisvisionentirelynew,despiteclaimstothecontrary,since the linkagebetween childrenandrenewal unknowntotheChinesetradi children andchildhoodwas bynomeansuniquetoChina, plenty withadults.This“publicmeaning” decline. improved, “fit”newcitizenswhowould rescue thenationfromitsalleged quate subjects–andonceproperlycultivated, childrenwouldbecomethe as unaware ofchildhood’scharacteristics fication” ofchildren. Unqualified amusement wasnotthepurposeofa argue thatrealistictoys leftnoroomtoimaginationandimplied“adulti made inChina,andtrue tolife–artistFengZikaibeingamongthe fewto tific, enjoyable, safe,attractive, well-manufacturedbutnot over-ingenious, sized. of theenvironment, judiciously. Consistentwiththelong-standing beliefintheshapingpow even themostimportant thinginchildren’slife. learning, instructing andimproving.Nolongergadgets seldomassociatedwith for professionalstodefine, was repositionedasacrucialinstrumentfor zance. Properplaywithsuitabletoys,whose correctnesswas primarily relevance ofplayandtoys,sofarallegedlyoverlooked duetoincogni needs were tobethenorm:“backward” familieshadtocomprehendthe new citizens.Rationalaffection,closenessandappreciationofchildren’s that parenthood,too,was tobereformed:oldcustomswouldnotbeget tively appropriatedforeignchildrearingdiscourse,expertsaffirmed 1930s –committedtothecollective. ous, knowledgeable, science-oriented,militant,and–increasinglyinthe but encompassingbothgenders,asrobust,patriotic,ingeniouslylabori dated bythelate1920sconstrued“newchildren,”oftencodedmasculine the impositionofadultconcernsonyoungsters,mainmodelconsoli Although theidealchildnotionfeaturednuances,andmanydidcriticize of theirpresentandprospective dutytoreconstructandprotectthenation. sters themselves onhowtoproperlycultivate, orbe,goodcitizens,aware intellectuals andpedagoguesinstructedparents,educators,young the establishmentofRepublic.Throughmedia,events andschooling, sive, sincepreoccupationsover thefateofChinadidnotdiminishwith hood andchildrearing,whichbythe1910shadalreadybecomeperv spawned fromtheearly1900sdevelopment ofadiscoursechild instruction. Yet, thesenseofurgencywas remarkable. it diddrawuponthetime-honoredprominenceofeducationandearly Since toyswere essential,theyhadtobeused,chosen andproduced Fortified byreferencestoeducation,science,psychology,andselec The spotlightplacedonchildrenasnationalratherthanfamilyassets The concernwithchildrenhad,therefore,littletodothem,and 18 Propertoys,intheopinionofmost,oughtto beeducational,scien 16 playthingswere proclaimedmoreinfluentialthanbooks,or 17 thepower ofthematerialwas repeatedlyempha Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 15 12 13 andboundtogenerateinade andpoliticallychargedroleof 14 neitherwas a ------• 7 - er - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ albeit without“educational”tags. (animals, boats,balls)hadinfactbeencurrentChinaforcenturies, they shouldbereplacedby“modern”playthings–manyofwhich educational, superstitious,andconservative. Unbefittingfornewchildren, or masks,were deploredaspointless,crudelymade,hazardous, non- old andnewwere, apparently,notuptothetask. character, ortrainthebody.With somenotableexceptions,Chinesetoys good plaything, prospective nation-rescuingendeavors was indeed capitalizeduponin of notmaterializing.The preoccupationover children’spresent and bright future:yet suchpossibility,by itsvery nature, entailedtherisk to thebenefitsoftoothpaste. advertisements, tosubstantiateclaimsrangingfromthesolidityofbanks attention. Hencenative andforeigncompaniesincludedthemintheir also iconsofmodernity,well-groomed childrenwere likelytoattract as marketedconceptsandmarketinglevers. playthings occupiedaprominentplace–though notasmuchwomen– 1930s Chineseperiodicalstargetinganadult readership,childrenand terms ofaspirationoridentification.Inthe pseudo-reality stagedin1920s- persuade, itshowssituationsthatarethoughtintriguing,ordesirablein 2. Childrenandtoysasmarketinglevers children bynation-strengtheningagendasattractedcommercialinterests. ones. Forindeed–ashaslongbeenpointedout utilize themostmarketablediscursive claimsandsidestepinconvenient a much-advocatedactivity. possess onlyasastimulustocreatetheirown–home-makingtoysbeing as dullandpriceyitemsthatyoungstersdidnotreallylike,should superficial. Even morefatal was thestrandthatdevalued industrialtoys condemned thepurchaseoftoomanyplaythings,lestchildrenbecome of thenationratherthanbusinessinterestsindustry:hencethey consumption shouldberegulated,andprimarilyserve themoralinterests discourse oftoyswere even morecriticalforproducers.Fortheorists, preneurs failedtorisetheoccasion. producer, ofsuperiorimmateriality.Yet, according toexperts,mostentre children: state-of-the-artmaterialitywas construedasthemarker,and would producethemuch-neededintelligentnationaltoolsforinstructing and monetarythreat.Mechanizationrationalizationoftoy-making the consumptionofforeigntoyswhichwere, aswe shallsee,aspiritual pleas fortheimprovement oftoy-making, fundamentalalsoforreducing As time-honoredsymbolsofpropitiousness andrenewal, andnow Advertising doesnotmirror reality.Nonetheless,beingconceived to Whilst thiscriticismwas notencouraging,othercomponentsofthe Many “traditional”toyslikeglasstrumpets,clayandsugarfigurines, 19 thatshouldinsteadstimulatetheintellect,nurture 21 24 Toyadvertising, however, devisedways to Theyoungpersonifiedtheprospectofa Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 20 Condemnationwas accompaniedby 23

22 –thespotlightplacedon • 8 - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ theorists’ parlance. as the“futuremasters”ofChina–theywere called,appropriating and deterringweakness, wouldpermitthemtoaccomplishtheirduties task, shouldbegiven the rightclothesthat,allowingmovement andplay nourished withoatstoensurethattheirbrainsandbodywere uptothe only domesticproducts. the NationalGoodsCampaignsthaturgedChinesenationalstoconsume ently marketablefordomesticandimportedcommoditiesalike,despite advertisements, playingthecardofphysico-spiritual strength,appar medicines orfoodstuffs, nourishedandhealedchildrenappeared inthe healthy andfityoungsters wouldusetoys.Timeandagain,inadv ized theideathatatoyless childwas not completeor,conversely, that equally lookedyounger withatouchofpowder. who washed dolls’clothesendorsedsoap,whilemothersandolddolls hygienic domesticity,withaslighttouchof gender essentialization:girls holding cutedolls. by thepresenceofplaything-equippedchildren, thatincludedboys by literally“toying”withthefeelofserenity, healthoraffluenceconv rubber shoes,medicinesforwomenandcigarettes couldallbepromoted were nowrelevant icons. nity, novelty, healthandsuccess–peddling anideallifestyle inwhichtoys this advertising aimedatlettingviewers tastea dream ofcomfort,moder sive power ofcopy. used illustrationstoconvey a“totalimpression”andenhancethepersua create anattractive settingforit,inbasiccompoundadvertisements that the commoditypublicized,playthingsbecameitstestimonialsandhelped like whippingtops,rattlesorold-style puppets.Farfromcannibalizing as didoccasionallypistolsandsomeobjectsclassified“traditional,” Aspirational itemslikeluxurytoycarsandrockinghorsesalsoappeared, the childrearingdiscourse:balls,pull-alongtoys,dolls,animals,blocks. the promotedproductshadnorelationwithchildren. inserting playthingseven whentherewas nodepictionofplay,andwhen children, modernadvertising appropriatedanddeveloped themotif, well asontheiconographyofplayandtoysattributes propitious fertility, wealth andsuccess. were portrayed with,were auspicious symbolsofharmony,happiness, on themetaphorstheystoodfor.Youngsters, andoftenalsothetoysthey eth-century representations,theirfocuswas notonchildrenbutrather had longbeenpartofpre-modernvisualimagery.Notunliketwenti ments. Depictionsofchildrenatplayinpaintings,prints,wares ortextiles were alsopartofthepromotionalparaphernaliadeployed inadvertise Goods asdiverse asheatingoutfits,grapejuice,children’sgarments, Toys thataccompaniedchildrenwere mostlythoserecommendedby In thecompanyofchildren,oroccasionallyontheirown,playthings 30 26 29 Dollsalsohelpedrelaysignificationsof“civilized” Ratherthanpurelyprovidingproductinformation, 25 Thus,forinstance,the“futuresocietyleaders,” 27 Buildingonchildren’sroleasemblems, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 31 Advertising popular Advertising 28 erts for - - eyed - - • 9 - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ toys, Japan –attheturnofcenturytoindicateFroebeliankindergarten concept. Thenotionof“gift”( ality thusbecamequasi-immaterial,asshownbytheusagesof“gift” be deployed byevocation,namelywithoutnecessarilyappearing.Materi the child,andbothwere usedtoelicitinterest,somuchthattheycould told, was indeedtheonlypossibleexplanation forlackofinterestinplay. company ofattractive, oftenupmarketplaythings.Illhealth,parents were inating thediscourseof toys.Consistently,printadvertising positioned trade journals.Mostof thesepublications,incidentally,were alsodissem magazines forwomen, educators andparents;generalinterestperiodicals; more frequentlyinmedia thatcateredtoanadultreadership:newspapers; magazines. Advertisements were placedinchildren’speriodicals, and advertising targetedbetter-offcustomers,thosewhocouldbuyandread the lessaffluent werereachedbymeansofdisplays and events, while Shanghai, engagedactively inpromotion,deployingdifferentstrategies: “modern” playthings. besides updatingtheirtraditionalcreations, produced cheapimitationsof with poshforeigngoods,butalsoagainstartisan toy-makerswho, economic lossescausedbyimports. goal toresideineducatingchildrenandhelpingChinadecreasethe or coreproduct.Implicitlyexplicitly,theyoftenclaimedtheirprimary lasting well intothe1940s–thatmanufactured“new”playthingsasaside a numberofindustrialcompaniesappeared–someshort-lived, others Play –butnotchildish:Themessagesoftoyadvertising of playthings “beneficial” playwith“appropriate”toyslayattheheartofpromotion construed bythechildrearingdiscourse. And thenotionofcognizant other boys. to sonsasaninspiring,meaningfulgame,possiblybesharedwith ligence anddevelop thought. that youngsters“wish[ed]forbeneficialgames”couldincreaseintel for KodakBrowniecameras,dulylabeledasa“children’sgift,”claimed family leisurethatwas, incidentally,muchadvocatedinadvicemanuals. ing, modernitems,conducive toa“civilized,”genteelnewlifestyle and Apparently theconceptof“gift”functionedtoconvey thenotionofuplift children;” toffee, “thegiftformodernchildren;” ities thathadlittletodowithitsfactualmeaning.Theseincludedapricot These (rarely)big–andmedium-scalecompanies, active mostlyin Commercial forcesquicklycapitalizedondiscourse.Fromthe1910s, Children’s leisure,too,was supposedtobeuplifting. An advertisement The playthinghencebecamea 33 was pressedintoservicetoadvertise Chineseandforeigncommod 35 39 andeven thephonograph,a“gift”for newhousehold. Thiswas preciselythe predominantvisionofnormative play per se. 38 enwu Kodakcamerascouldbegiven byfathers Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 commercial

恩物 40 Thelargestofthemhadtocompete 34 talcumpowder,a“summergiftfor ), whichhadbecomecurrent–via attribute,oraddendum,of and 36 • 10

- - 37 - 32 - -

Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ developed discourseoftoysandchildrearing, whichadvertisements “imagined community.” those whowished,throughconsumption,toparticipateinanenlightened thus seekingtoconvincetheaffluentrejectthingsforeign,andattract testimonials ofamade-in-Chinacognizantmaterial/immaterialmodernity, playthings asinstructive, scientificallyconceived andaffordableobjects, in tions includeafewatypical 1910sCommercialPresscopy-lessadv celluloid. probably becausethesesignifiedup-to-dateness, especiallyifmadeof as thetargetmarketformostplaythingsincluding dolls(seefigures1-2), romping. Exceptfortoykitchensandairguns, bothgenderswere depicted with itpassionately:pleasedenjoymentfeatured morethananimated toy –forviewers toappreciatebothcommodities–butseldomengaging the protagonistswere “modern”Chineseboysandgirls,oftenholdinga advertisers drewinspirationfromoverseas models. perhaps asprovidersofcosmopolitanstanding, orpossiblybecause people whomtheyvalidated inturn. they acquiredmeaningchieflythroughassociation:withwords,and appear atall.Despitethepurportedmaieuticpower ofwell-made objects, playthings shownunaccompaniedorindetail,andattimestheydidnot of persuasionthroughdescriptionsbenefitsorlifestyle. Rarely were with acopythatprovidedmodicumofproductinformation,andlot featuring an image of one or several toys with children, habitually coupled tive andaffordable. appeal andreasonablepricedidcount:thenewplaythingwas tobeattrac safe (probablyasareactiontocriticismagainstdomesticgoods). Aesthetic to besolid,ingeniously(andindustrially)manufactured,vivacious, and growth ofchildren.Concernwithqualitywas strong:toyswere claimed “facilitate,” “nurture,”“arouse”theintellectual,moralandphysical key terms,pairedwithverbs like“develop,” “enlighten,”“cultivate,” ate,” “beneficial,”“instructive,” “new,”“patriotic,”and“scientific” were language thatrepackagedpedagogicalandpoliticalspeech.“Appropri were madeexplicitbyappealingmainlytothemindofreaders,usinga and competentparenthood,intelligence,style. Theseassociations and modernity,nationalismperformanceofcitizenship,affectionate and advertisers deployed significations exploited withoutexertingmuchapparentinfluenceonit. Children’s EducationalPictorial: Rarely didimagesalone attempttoconvey atotal impression.Excep Illustrations occasionallyportrayed slightlyforeign-lookingchildren, Advertisements were largelyofthesimpleorbasiccompoundgenre, The branding 1. A non-child-centeredapproach 45

41 ofplaythingsdrewonseveral facetsoftherecently Small Things ofGreat Importance/Boretti onepublicizesflashcards byrelaying Asia PacificPerspectives∙Fall/Winter2015-16 43 thatencompassededucation 44 Typically,however, 42 Producers erts - • 11 • - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ mention ofthecompany’s the commodities,scenealsoincludesasketchoffactory,andeven a figure 4).Captionedwith Children’s World, of stylish andtranquilfamily orplaylife.Onesuchadvert, placedin China Celluloidadverts were almostcopy-less,too,showingstills with children promotes affectionate andeducatedmotherhood;theotherone(seefigure3) concerned withrescuing China. Although youngsterswere occasionally but inpracticeassuming childrentobeeagerforedutainmentorhighly shown aparentwhosupposedly heldthepower ofdecisionand purchase, adults, orreadlikeinstruction manuals:possiblybecausetheyw in children’smagazinesfrequentlyreproduced claimsandcopyusedfor according toageandtarget.Thustherelatively fewtoyadvertisements concerns andambitions.Forthemostpart,content was notdiversified discourse adultifiedyoungsters.Likewise, promotion focusedonadult to beconsideredwhenchoosingplaythings. Yet most ofthatvery same est forspecifictoysand,accordingtodiscourse, theirpeculiaritiesw essays publishedinperiodicalsdomentionchildren’s requestsorinter not sleepwithoutthem. and baby-dollsasharbingersofdailyblissfortoddlerswhowouldcryor cubes; delight oftwobrothersinbuildingthingsouttheirblocksandpicture exceptions, manyofwhichappearedinperiodicalsforadults,includethe innocence exploited.Seldomdowe findreferencestosheerfun.Some little roomintoyadverts; neither were thetropesofchildhoodmagicor ever-smiling celluloiddollthatneedednofood. slogans, dialogues,andpseudo-children’ssongs,suchastheoneaboutan conveying un-childishmessages,theiradvertisements diduseparables, grave approach.Thoughappearinginpublicationsforadults,andoften slighter pretensetoilluminatemindsmorefrequentlyadoptedaless not immunefromthecopy-as-treatiseinclination,entrepreneurswith entertaining itsconstruedtargetofadultandchildcognoscenti. and controllerofmuchmedia,thePresswas perhapslittleinterestedin As possiblytheearliestChineseadvertiser ofindustrialplaythings, seriously didacticcopy,oreven merepricelistsprecededonlybyaclaim. Press adverts which,withsomerelevant exceptions, This was particularly–thoughnotexclusively –trueforCommercial Many advertisements, especially up to the late 1920s, read like miniature treatises may bedebatable. Toy advertising was topleasechieflythegrown-ups. Lettersor Children’s curiosity,imaginationorinterests,extolledintheory,had Text was paramount–understandably,given theintendedaudience. 51 thejoysofball-playing(seefigure5); “toddlers’ toys”showinganelegantyet quitestaticplayscene, asifawed bytheclassytoyvehicles. Some1930sGreat featureschildrensurroundedbyamultitudeoftoys(see 46 53 taxfacilitations,whoseappealtoyoungviewers references totheattractive novelty andsolidityof Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 52 theroleofcelluloidtoys 50

48 tendedtocontain 49 ere tobe Albeit ere - • 12 47

. Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ and “modernized”whocouldconsumeideasbymeansofgoods.They themselves. would orshouldconvey messagestotheirchildren,socialmilieu,or majority ofadvertisements spoketoparentswhobymeansof(play)things Do youwant toys?”or:“You arewelcome tochoose,children!”), addressed directly,andchildishly,inbothclaimcopy(“Boys!Girls! needs.” and adornedbycelluloid toysmanufacturedto“suitmodernchildren’s really cannotlack.” – “very suitable” presents. with children,as“themostwelcome” gift,or–inalesssuperlative mode the 1930s,onnotionsofaffectionandcognizant sophistication. veneer. occasionally aSantaClaus,perhapstogarnish themessagewithanexotic namely “presentsforchildren”that“must” be madeavailable –showing by theCommercialPressasespeciallyopportune momentstogive toys, purchase, holidays, whichitselfbuiltonthetime-honoredtraditionoffestiv came fullcircle. children andpleasetheirparents. select “civilizeditems,”including“educationaltoys”whichwoulddelight back home.Ratherthancrudeandperishablefoodgifts,theyshould up withsophisticatedmodernitybychoosingtherightpresentstobring mendations forthriftthatwere partandparcel ofthediscoursetoys. as atooltosocializechildrenlifeofconsumption,inthefacerecom formational (andconfirmatory)tool.Implicitly,moreover, itdidfunction promotional choicesofproducers–butalways itwas positionedasa or acculturation,socialadvancement, orpatriotism,dependingon plaything was marketed asanaspirationalsymbolandcatalyst:of a keystepontheladdertoward amodern(made-in-China)lifestyle. The to provide“new”playthings,whichwere presentednotasaluxurybut many magazinesdrivingtheirtoycarorclutchingaderniercridoll. tive rescuersofthenation,ordebonairchildrenlikethoseportrayed in progressive competence–andshapeyoungsters intoachievers: prospec various localities.Toyswere toreveal, orconstrue,parents’affectionate several companiespracticedlongdistance saleorhadbranchshops throughout China,asshownbylettersandphotossentreaders, were notonlyShanghaiurbanites,forperiodicalswere received andread (National) toys,itwas repeatedlyclaimed,were boundtobeasuccess Already in1920,visitorsto“civilizedShanghai”were advisedtokeep In ordertobelongthe“civilized”community,familieswere urged The maintargetaudienceofadvertising were therelatively affluent 2. Competentparenthoodandstylishmodernity 59 62 Otherentrepreneurssoonfollowed suit,expanding,especiallyin A girlwhowanted tobe“stylish” would (should?)patronize 58 ChineseandWestern festivitieswere fromthe1910sadvertised 57 Expandingontheearliertendencytocommercialize 61 “New-style households”wouldbeaccessorized 60 Tricycleswere “a giftthatmodernchildren Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 56 The “social”value ofplaythingsthus 54 e toy the style,

the 55 in trans yet • 13 - - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ even amongtherelatively prosperous. that “backward” playthingsstillenjoyed agoodmeasureofpopularity, playthings. in thetoyscene. other forcelluloiddollsandanimalsthatostensiblyembodied“progress” exert noattractiononchildren,whowouldthecontraryviewitheach latter, indeed,belongedto“backward times,”andthey were claimedto celluloid products,discardingwoodenandclaytoys(seefigure1).The too, shouldbecomeaware ofcorrectleisure. children’s “natural”desire toplay,aidedbyinstructive toys;youngsters, legitimating one.Parents were promptedtostimulatelearningthrough “educational” was theultimatepublicitycatchword–possiblymost and thelong-standingrespectthateducation enjoyed inChineseculture, intellect whileplaying. New Year andsummergiftsshouldenableonetocultivate characterand children) were urgedtoensurethattheirpresentsbeinstructive: proper children’s character. carefully they were asked,tobetheninformedthat theirrolerequiredchoosing any play-thing,fortoyswere notrinkets.“Whatchilddoesnotliketoys?” their purchases,aswe shallseebelow,butalsotheycouldnotsimplypick ought thereforetobeguided:notonlyhadtheydisplaypatriotismin necessary, andthattheballwas thebest sporttool. the know:textbooksandperiodicalshadalertedthemthatexercisew adult publicationshinted,orobliquelythreatened,thatchildrenw reformed incompliancewiththenewtoyculture. Advertisements in ness ofthefactthatchildrenhadrightsandpersonality–butitmustbe wholesome way, causinggoodbehavior. whose very presencewouldimmediatelyliven upyoungsters,butina defined as“children’suniqueclosefriendsandmostidealteachers,” without ateacher. compared tofaminevictims,andchildrenwithoutgoodtoysstudents into aprimaryneed,legitimatenecessity.Toy-lesschildrenw trial toystrandthatoftenpervaded it,producersmade Exploiting thenewdiscourseofplaythingswhileignoringanti-indus thingsmaterial,construedassymbolsofthenon-material. giving (proper) doll fortheirchild. and ifallparentsloved children,thenasaparentone“must”acquire love children.” Given thediscursive connectionscreatedbetween toysandeducation, 3. Learntoplay, playtolearn Toy-giving was construedastheway toshowstyle, care,andaware Toys were promotedalsoasmarkersofsentiments,for“thosewho 71 –andtheyshouldkeepinmindthatplaythings influenced 64 Inpassing,thisdismissive advertising involuntarilysuggests 65 63 Advertisements declaredthatifallchildrenlikeddolls, Allegedly, 99childrenoutof100loved celluloid 67 66 Appropriating pedagogues’parlance,playthingswere (Discerning)love was thustobedemonstratedby 72 Most ofall,ever sincetheearly1910s,parents(and 73

Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 69 70 (Infantilized)parents their playthings ere thus ere in 68 as • 14 - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ or engagingin“harmful”pastimessuchas“gambling”–whichmayhav play items”thatprevented childrenfromspendingidlesummervacations citizens”) begantobepromotedadultsandyoungstersas“beneficial the early1910s,CommercialPresspicturecardsandgames(“gamesfor suitable forchildren’sinclinations,andabletoattracttheirinterest. read, writeandcount,advertised inadultandchildren’smagazinesas aids tohomeorschooleducation:mostnotablyflashcardsforlearning cial knowledge, “all badhabits.” that couldexpandtheir knowledge andliven uptheirmood,preventing magazines, shouldlookforward toowningvivacious, solidplaythings body, andincreasetheirintelligence.Youngsters, orparents perusingtheir nations, andpossesstheabilitytoenlighten their intellect,strengthen tific content,theseextraordinarytoys were claimedtosuitchildren’sincli heading (seefigures6-8). Allegedlyendowed withinstructive andscien by thePresstoadultsandchildrenunder “educationalplaythings” cars, aswell assoldiers, tanksandarmoredvehicles, wouldbeadvertised blocks andflashcards,picturecubes,dolls, animals, musicaltoys,trains, that onewouldhardlyclassifyassuch.Throughout thedecades,building marketing claimsoonledtoapplyingthe“educational”labelitems with toyspeddledastoolsforlearning.Theusageofeducationa the word and cars(elsewherecalled“schoolprizes”)as“toddlers’toys,”employing advert showninfigure3,thatdoeshowever branditspull-alongtoytrams or “beneficial”gift-giving,onesignificantexceptionbeingtheunusual did thePressadvertise playthingswithoutconnectingthemtoeducation accompanying claim/copyorillustrationtosignalthedistinction. “family playthings”or“children’stoys,”withamerevariation ofthe by theCommercialPressas“schoolprizes”or“toysforstudents,” puzzles, charts,games,blocks,vehicles andsoldiers–couldbepromoted ings. which increased“newknowledge” andpreparedoneforgreatundertak recreation withthe“reformed”toysandgamescreatedbyPress, ful.” Rather,“newcitizens”shouldengageonlyin“beneficial”newy with theirleisure:indulgingin“pernicious”amusementswas “shame a 1920advertorial urgedreadersofthe citizens toenhancetheircivicawareness, learningwhileplaying. instructive “toysandgames,” instead,ostensiblyallowed prospective tised asentirelydifferentfrompromotiongames.Theseentertainingy hinted attraditionalgames,sincePressgameswere eventually adver Press,anditreferredto“educationalplayitems”thatwere infact This kindofpromotionwas initiatedinthelate1900sbyCommer Commercial Pressbuilding blocksmayhave nurturedindustrial Play was thuspositionedandlegitimizedasedifyingedutainment, 76 Uptothelate1910s,very sameproducts–includingflashcards, youzhi 80 while itstrains,trams and motorcarscouldostensibly ( 79 幼稚 ), thenusuallyassociatedwithpreschoolchildren. Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Youth’s Magazine to bejudicious 75 77 Indeed, Seldom and 74 From - ear - et

- • 15 - 78 - e - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ tional toy,theydodovetail withavisionofeducation asconducive to components, including patrioticmobilization. Education asdeployed intoyadverts couldindeed have awidegamutof any knowledge, skill orattitudethatcanbeusefulfornationand society. instructive tinfoilwarships, cars,locomotives, trumpetsanddinnersets. claimed theZhenyiEducationalChildren’sToyFactory,itsingeniousand to benurturedbymeansofeducation,forwhichtoyswere key:hence, buzzword intheiradvertising campaigns. the 1920s–forotherproducerstoavoidmomentous“educational” made ithardlyaffordable–ever sincethe1910s the Press’earlypublicitymessages,andabove allthediscourseoftoys, “broaden children’sexperience,” militant citizens;oneatingit,onewould“notforget nationalcrisis”(seefigure9). Parents were informedthattankshapedcandy couldraisechildrentobe to “instillculture”andcombineeducationwith playandnourishment. advertised fromthelate1920sasaccessoriestochildren’seducation,able in shapesthatincludedcar,carriage,pistol, and tank.These“gifts”w Guanshengyuan FoodCompany,theyconsisted ofcandyandbiscuits educational, perhapsinabidformodernrespectability. Producedbythe grounds thattoysshouldbeforplayingand notforeating school, butwouldratherbounceherballandreadabook. informed adultsthatthe“idealchild”indulgedinnostrenuousexerciseafter claimed bytherubberballproducerYonghe IndustrialCompany,whoalso ball-playing couldtrainthebodyandpleasespirit–as be morebeneficialthanothers:whiledolls were merelyornamental, and new-style familiesmustprovidethem.” character andenhancetheirthinkingabilities,therefore“modernschools figurines, dollsandanimals, were claimedtocultivate children’sgood ing Celluloid“newandoriginaltoys,”namelyquitematuremovable dolls andgrapefairieswere “educationalgifts.” that imagesoffirstpresidenttheRepublicSun Yatsen, panharmonicons, fied) educationalprinciples,aschildren were told, colors andclever designs,were devisedfullyinaccordancewith(unspeci but also,again,“efficienttoolstoenhancechildren’sknowledge.” Sincere departmentstorewere certainly“pleasingtotheeye andspirit” wished toeducatetheiroffspring. tiveness ofitsvehicles, dollsandanimals,arealmustforparentswho praise the“educationalvalue,” “scientificinterest,”cleverness andattrac to arousechildren’sknowledge,” thePatriotic ToyCompanyproceededto Proclaiming playthingstobeinternationallyrecognizedas“efficienttools While someoftheseitemsmaynotfitthestandard notionofeduca Even time-honorededibleplaythings–despisedbytheoristsonthe Great ChinaCelluloidbaby-dolls,animalsanddolls,withtheirbright Just likebuildingsthatrequiredsolidfoundations,futuretalentsought Small Things ofGreat Importance/Boretti 81 Asia PacificPerspectives∙Fall/Winter2015-16 84 buttheywere notalone.Because Toytrainsandcarssoldbytheupscale 88 Sometoyswere saidto 82 87 andincreasinglyfrom Likewise,Zhongx 86 whileparentslearned 89

90 unsurprisingly –became 85 - ere - • 16 83 - 91

- Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Japan in1937.Theinspiringly namedChinaEducationalToyFactory Japanese invasion ofManchuriain1931andthe outbreakofwar against prominence ofmilitantnationalism–andlooming conflict,withthe throughout the1920s. they were indeedlabeled“educational,”bythePressandotherproducers, tional ToolsManufacture, purveyors oftoysthat “combinededucation in 1933, chose metalcarsandequally “educational”cannontopromoteitself in periodicalsforchildrenandadults.Whileonthe American marketthe Showing aboyholdingtherifle,advert appearedwithidenticalcopy claims withtherationalethatChinesechildren,too,coulduseDaisy. a 1920advertisement forthe American Daisy Air Rifle,motivating such by meansofpatrioticconsumption. through thepatrioticactivismthattheywouldinstill;andcommercially, militant citizenship”andgave children someknowledge ofthemilitary; “school prizes.” of cultivating amartialspirit, thus marketedtoyoungstersandadultsas“gamesforcitizens”capable nation-strengthening andeducationalcapacities. exploit mobilizationinordertosell,appealingmilitarytoys’alleged ambivalent untilthelate1920s, related tonational“survival.” put forward sincetheearly1900sbyintellectualsasanurgentmatter, nation-strengthening. Fosteringrobustnessandamartialspirithadbeen of the“educational”tag;andsellingpower ofchild/toy-propelled also underscoretheblurredcontoursof“toy”concept;breadth in Chinatopeddleplaythingsadultsandadultifiedchildren.They children’s toy.” and definingitinsteada“beneficialtoy,” not beconsideredaplaything,butratheranessentialitemforeducation, “robust citizens.” United States)thecapacitytotrainsightandarmstrength,thusnurturing of fathers.Besidessafetyandverisimilitude, itsvirtuesincluded(asinthe age-differentiation andstillshowingboys,occasionallyinthecompany hood.” “a martialspiritisindispensable,anditmustbecultivated fromchild ing” Daisy was presentedasconducive tolearning“themanlyartof shoot This brandingintensifiedinthe1930s,conjunction withgrowing 4. Protectthenation Commercial Pressmilitary-themedpicturecardsandgameswere With theirlocalization,theseadverts highlightthestrategiesused “China isabouttobecomeastrongnation!Chinahashope!”announced Toys were marketedalsoasweapons todefendChina:spiritually, 92 andtodeveloping robustself-reliance,theChinesewere toldthat 93 103 A fewyears latertheDaisywas againpromoted,stillwithout whiletheChungHwa BookCompany andChinaEduca 97 101

94 Militarytoys,thePressclaimed,nurtured“the habitof Copywavered between statingthattheDaisycould 100 98 99 Although opinionsonmilitarytoyswere whilewoodenairgunswere amongthe Small Things ofGreat Importance/Boretti producerswere fromthe 1910squickto Asia PacificPerspectives∙Fall/Winter2015-16 96 oreven “themostvaluable - - - • 17 102 95

Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ among intellectualsandpedagoguesthattheforeigntoycouldcorrupt ing foreignplaythingswas notdeemedpatriotic.Thefearwas widespread market even foreignproducts. Yet, inChinaasothercountries,consum children’s national( tank, whichostensiblycould“inspirechildren’sscientificthought;arouse in 1939itsmechanicaltoysbyportrayingaboywithanelephantand “emergency educationaltoys.” with play,” how ithadenteredthe businesstoprovidenecessarycommodities –toys means tocultivate competentcharacters/bodies. items, however). goods, albeitatacheaperprice(someparents foundthemexpensiv manufactured sowell thattheycouldperfectlykeeppacewithimported goods,” repeatedlyclaimeditsplaythingsto befullynationalproducts, had beentheultimateenemysinceinvasion ofManchuriain1931. foreign toys,mostnotablyby“enemy”ones – namelyJapanese,asJapan even thephysical wellbeing ofchildrenwas claimedtobethreatenedby imported toysingeneral,anoticeablechange tookplaceinthe1930s,when chiefly tounderminedChinese-nessandeconomic lossescaused related to“nationalsalvation.” Ifuntilthelate1920sconcern pertained tising consistentlyattemptedtoinstillinconsumersasenseofurgency, ence fromtheirimportedcounterparts.Beginninginthelate1910s,adver specifically suitableforChinesechildren, cultivate children’spatriotismbymeansoftoyssometimes marketedas were thusdevisedtoconvinceconsumersrejectforeigntoys –orto advertising claims,deployingquality,affordability,nationalismandfear, foreign itemsshouldnotbeacquired. toys explainedtheconsumptionofimports,generalopinionw edge. Thoughsomeconcededthatthesupposedlylowvalue ofChinese foreign playthingsbegetforeignness,relayingalienattributesandknow duty. Thecoreissuedidnotconcernquality,butratherthepossibilitythat the nation,obliterating–fromstarttheirabilitytoaccomplish the influenceofwrongtoyscouldbefataltospiritrescuers the capacitytonurturechildreninways thatwouldnever beforgotten, existence didnotsuittheconstructoffailure.Playthings being attributed albeit limited,were tendentiallyoverlooked, perhapsbecausetheir striving moreover toexportthem.Incidentally, China’sowntoyexports, between toysandpower: strongcountrieswouldproducesuperiortoys, the countryinallrespects.Fromearly1910s,aconnectionw the nationalchildanddisrupteconomy,thusweakening The CommercialPress,thatoftenurgedcustomers to“usenational Unsurprisingly, localproducersseizedtheopportunity. An arrayof Patriotism was acatchword,somuchthatitwas appropriatedto 110 butthiswas construedas atemporarynecessity, oranexpedient 109 104 Untiltheearly1920s, the companywas alsoselling foreign marketedin1937woodenmodelairplanes tochildrenas minzu

民族) 105 consciousness.” Small Things ofGreat Importance/Boretti TheChinaCan,onitspart,advertised Asia PacificPerspectives∙Fall/Winter2015-16 107 108 yet showingnoevidentdiffer 106 111 TheZhenyiexplained as made by as that e, • 18 l - - - - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ not cherishthelifeoftheiroffspring. poison,” producedforeignchildren,andparentswhopurchasedthemdid otic compatriots”shouldbuynationalplaythings:alientoys,or“foreign concept wouldbeimpressedinchildren’smindsduringplay.“Patri its inexpensive toys’very brandnurturedpatriotism,whosenameand were ostensiblyitsraisonsd’être. and supportforeducation,throughclever yet affordableplaythings, – thathadbeenthusfarimported:recovery ofChina’seconomicrights mechanical itemsinparticular, butalsocolorful,attractive andbouncing remained, albeitdolled upasstate-of-the-artmanufacture:celluloid and acquired roleoftoolscaused themtoattainmorelabels.Ingenuity Conclusion it matteredlittletosomewhetheraplaything wasdomesticorforeign. mational tools, and one’s improvement was also the nation’s, then perhaps economic andculturalinvasion. Ontheotherhand,iftoyswere transfor image discursively disseminatedwas oneofChinapassively enduring children’s toys,”namely American airship-shapedballoons. Colgate Palmolive publicizedalimited-time premium:“rareandbeautiful away Laidlawwhoboughtenoughchildren’sgoods. Western toys”awaited Chinese customersoftheTianjinbranchWhite tional lever. In1930,forinstance,acomplimentarygiftof“exquisite exoticism, quality,fashion,andstatus. 1930s; ing appeal.CheapJapaneseitemswere widelypurchasedwell intothe be beratedfortheirsuperficialattitude,butforeigntoyshadendur until atleastthemid1930s. campaigns tobeandbuypatriotic,importsseeminglycontinuedsoar foreign or,worse,“enemygoods”were boundtoregrettheirnegligence. should purchaseasafe“national”ball,sinceconscience-lessconsumersof tuberculosis, thunderedtheYonghe: ifparentsloved theiroffspring,they was onlyathirdofforeignplaythings.’ inform theirparentsthatthepriceofitsclever yet robustmechanicaltoys playthings. habit touseChinesegoods,startingfrom(itsowncheapandingenious) nent method”torescuethenationconsistedincultivating children’s infancy. Inparticular,theGreatChinaexplainedthattruly“perma alerted parentsthatprovidingnative toyswouldfosterpatriotismfrom otism, boththeZhongxingCelluloidandGreatChina When toyswere stillgadgets,theywere advertised assuch;their Consumers, insum,choseactively andpragmatically,althoughthe None oftheselevers appeartohave proved very persuasive. Despite Recasting baby-dollsorpingpongballsaspotentproducersofpatri 118 andupmarketEuropeanplaythingshadtheallureofnovelty, 114 Pragmatically, the China Can suggested thatchildrenshould Pragmatically,theChinaCansuggested 117 Parents, especiallymothers,couldwell Small Things ofGreat Importance/Boretti 112 Asia PacificPerspectives∙Fall/Winter2015-16 ThePatriotic ToyCo.claimedthat 113 119 115 Infact,theycouldbeapromo “Enemy”ballscouldprovoke 120 Likewise,in1931 121

- - - - • 19 - - - 116

Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ children. Comfortablyclothedyoungsters,freetomove besidetoys real marketinglever. was relevant, butwhattoyspurportedtorepresentanddeliver was the – thatpromisedandsimultaneouslyconfirmedimprovement. Tangibility tags: affection,patriotism,intelligentstyle, broadlyunderstoodeducation material modernity,was accompaniedandbolsteredbyotherimmaterial a mobile,enhancedChina,asopposedtomotionlessone.Ingenuity,or playthings –nomatteriftheirshapes were actuallyage-old–embodied not indulgein“harmful” orcasualrecreation:theyplayed toimprove. outcomes. Thecognizantly moderndidnotspend:theyinvested. Theydid than indiscriminateacquisition; funwas legitimatedbyinstructive ness; love becamecompetentaffection,entailing carefulselectionrather sophisticated pursuitofstyle andbeneficialmodernity,againstbackward exploited. Advertisements recast curiosityandstatus-seekingaseducated, please. Noneofthesefactorsfitthecognizant fabrication,butsomew playthings outofimpulse,curiosity,status, fun, love, anddesireto the novel, fashionableandingenious education orChina’sfate,butequallytheymay have beeninterestedin than reason.Namely,adultsandchildrenwere probablyconcernedwith building talentsthatcouldbesharedandemployed forstrengtheningChina. (as un many “educational,”“patriotic,”“ingenious”toyswas thereforenot pensable toolsfornation-building,learningandparenting.Purchasing superfluous luxuries,toys were marketed–asinGermany toys preciselythroughtheconstructofcognizantmodernity.Instead acting thelessconvenient strandsofparsimonyandscornforindustrial (that toysbenecessary,educational,modernandnational),whilecounter “frame ofreference.” Advertising exploited itsmostmarketabletenets indeed theywere inherentinthenewtoydiscourse,itselfpartof Education, patriotism,science,were allvery intelligiblenotions–and modified discoursesofcitizenshiphadturneditintoadesirableasset. not have beenamajorsellingpointinthe1870s,whereasby1910s acceptance reinforcedthemessage.Honingamartialspirit,forone,may deployment ofa“framereference,” provided themwithsuchgenialtools. of theirparents,relatives oreducators,whoseinformedawareness had tively. Therebytheycorroborated theirowncognizantmodernityandthat playthings conveyed tothem,improved themselves andChinaprospec tanks –tograsptheeducationalandscientificprinciplesthatpatriotic that bouncedorspedalong,nourishedenough–perhapswithcandy thrifty self-centeredness,butratherajudiciousandlegitimateventure

was producingthem),sinceplaythingswere efficaciousinstrumentsfor Toy consumption,however, mayhave beenmoreleisureandpleasure Toy promotiondeveloped outofnegotiatedappropriationand The same, mutatis mutandis, was truetoasignificantextentfor Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 per se. 122 whosesharedunderstandingor Ortheymayhave purchased 124 – asindis ere 123 - • 20 -

- - Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ rights seldomincluding,itseems,therighttobepointlesslypuerile. “domesticated.” within discourse,playreflectedadultconcernsandchildren’sleisurew nate subjects,lecturedinafairlydidacticfashion.Inmostadvertising as ostensibly thecognizantprotagonists–cameacrossasrathersubordi While playthingswere conveyed asagents,childrenandadults– 125 Childishnesswas quiteremote–theoft-citedchildren’s Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 - • 21 as Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figures Figure 1.

Da Zhonghuasailuluoadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Jilian huikan no.14(1930): 25. • 22 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/

Figure 2 . Zhongxingsailuluoadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Jilian huikan no.94(1934):44. • 23 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 3 . Shangwu yinshuguanadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Ertong jiaoyuhua no. 80(1917):n.p. • 24 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 4 . Da Zhonghuasailuluoadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Ertong shijie 30,no.7(1933):n.p. • 25 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 5 . Yonghe shiye gongsiadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Shenbao 18.05.1933: 14. • 26 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/

Figure 6 . Shangwu yinshuguanadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Funü zazhi 4,no.11(1918):n.p. • 27 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 7 . Shangwuyinshuguanadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Shaonian zazhi 12, no.9(1922):n.p. • 28 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 8 . Shangwu yinshuguanadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Ertong shijie 30, no.9(1933):n.p. • 29 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ Figure 9

. Guanshengyuan gongsiadvertisement, Small Things ofGreat Importance/Boretti Asia PacificPerspectives∙Fall/Winter2015-16 Xiandai fumu 1,no.1(1933):n.p. • 30 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ 8. 7. 6. 5. 4. 3. 2. 1. Notes 26. 25. 24. 23. 22. 21. 20. 19. 18. 17. 16. 15. 14. 13. 12. 11. 10. 9. Song 1925,51;Momilkadvertisement in See Baudrillard1970,113. Funder &Companyadvertisements in Wilson &Companyadvertisement in Xin’an taiadvertisements in Shenbao See See Cochran2006,62-63. Aiguo wanju zhiguanchangadvertisement in Quaker Oatsadvertisement in See Pan 1998;Cochran1999b;Gerth2003; Sihang chuxu hui advertisement in On thehistoryofadvertising inChina,seeCochran1999;Yang 2006;Pan 2008,chap. On intersectionsbetween discourseandcommercialinterests, seeLee1999,55,67-76; On thediscourseoftoys,seeGu1907;Jia1912;LiShenXuFuyuan1913; As shownbypaintingsandartifacts:seeGuoligugongbowuyuan1991;W Elsewhere, too,misgivingsexistedonmerelyamusingtoys:seeMiller1987,153; Concern withthematerialenvironment’sinfluenceonchildren was notuniqueto Consider theconceptoffetaleducation:seeDespeux2003,90-93. For earlyassociationsoftoyswithlearning,seeHsiung2005,228;Leung1994,393 On thediscourseofchildhood,seeJing1905;Zhao1911;Zong1916;Xie1917, See Cunningham2005,chaps.6,7;Kelly2007;Jones2010. Wartella 1990,174. On childhoodinpremodernChina,seeLee1984;Dardess1991;Kinney1995; Liang 1897,1900. See tisements in in 121-154. Onchildrenonproductlabels,seeCahan2006, 100-108. contemporary accountsofRepublicaneraadvertising, seeCrow1937;Billings-Yun, 5. Onnewspaperadvertising attheturnof the twentieth century,seeMittler 2013.For and Jones2002:717-723,whoalsodiscussestoyadvertising. Zanasi 2015. Sun 1936.Seealso Yu Jifan1933;LiDe1934;L Chen Yongsheng 1931;ChenJiyun1933;Qing 1933;Wang Guoyuan1933;Yang Su1933; Wang Muqing1927;Feng1929;Wang1927; Huaiqi1929;XuYasheng1927; Sun 1929; Chen Heqin1924and1925;Zhang1924;Hua1926;Pinjuan Guo Yiquan 1920;Ye 1920;Jiaoyubu1922;XiaoXie“Ertongwanju” 1923; Bao 1915;Wei 1917;Yu 1917;LiWenquan 1918;LiJinzaoJia1919;Ding1920; Wang 2004. Cross 1997,9,33-34,andchap.5;Chudacoff2007,chaps.2-3. China: seeForty1986,71-72. and n.64,412. 1935; Zhang1935. Lin 1930;Mai1930,375-377;Shen1932;Qiu1933;Lu1934;QinSunGe 179-199; Lu1919;ChenHeqin1921;Xian1922;Chiang1924;Song1925;Feng1927; 2004; Bai2005;Hsiung2005. 2007; Jones2011 1999, 71. ( 洋小男 Funü zazhi Kopytoff 1986,67-68;Baudrillard1970,77. Saari 1990;Farquhar1999;Bai2001and2008;Borevskaya 2001;Rabut2003;Culp 20.11.1873:5. ) were apparentlytheprecursorstobabydolls( Shenghuo zhoukan 11, no. 1 (1925): n.p. 11,no.1(1925):n.p. . Fernsebner 2003. ü Shenbao 1934;Qian1935;Yang Chenru 1935;SuZhong 6,no.30(1931):649, Funü zazhi Funü zazhi Small Things ofGreat Importance/Boretti On debates about consumption and frugality, see On debatesaboutconsumptionandfrugality,see 07.03.1878:7, Asia PacificPerspectives∙Fall/Winter2015-16 Shenbao Shenbao 10,no.10(1924):n.p.;Sanyou shiye sheadver-

Liangyou Zanasi 2006;Tsai 2010. 9, no. 12 (1923): n.p.; Colgate advertisement 9,no.12(1923):n.p.;Colgateadvertisement 11.01.1880:6. Jilian huikan 15.12.1907:7,and11.12.1908:7. no.10(1926):n.p.;discussedinLee Shenghuo zhoukan Shenbao yang nannan no.34(1931):23. 15.03.1878:6. 7, no. 25 (1932): 404. 7,no.25(1932):404. 洋囡囡 Yang xiaonan 1927; Feng ). icks 2002; • 31 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ 31. 30. 29. 28. 27. 49. 48. 47. 46. 45. 44. 43. 42. 41. 40. 39. 38. 37. 36. 35. 34. 33. 32. 9. See Xu1926;Lu1935;MaandZhang1936;Shanghaichubanshe1939. Victrola advertisement in Jiating gongye sheadvertisement in Guanshengyuan shipingongsiadvertisement in See Seki1903;Jing1905:39-41. Quaker Oatsadvertisement in Wuzhou dayaofang advertisement in Arcola advertisement in On simple,compoundandcomplexadvertisements, seeDyer 1982,89,91. For asimilarprocesswiththerepresentationofwomen,seeDalLago2000. See Guoligugongbowuyuan1991;Wang Lianhai2004;Wang Shucun1988,figs.32and Established inShanghai 1897,theShangwuYinshuguan beganwithschool See figure3andnote51. On textprominenceinadvertising, seeWuandLien2013;Tsai 2010,27. Shangwu yinshuguanadvertisements in Aiguo advertisement in Shangwu yinshuguan advertisement in See Baudrillard1970,88. On themoredialogicalrelationshipbetween advertising andchildrearingdiscourse See Davidson1992,10,26,28. On “moral”constructionofbusinessin America, seeCook2004,54-63. Kodak advertisements in Kodak advertisement in chaps. 4and5. instruments, sportequipment, andtoys:seeDrège1978,Lee1999,47-64;Reed2004, primers, extendingitsoutput toencompassbooks,periodicals,stationery,musical no. 7(1933):n.p. zhoukan jiaoyu hua advertisement in Western appearancein adverts, seeHo2005,72-74. advertisements in advertisements in in theUnitedStatesupto1940s,seeJacobson1997:590;Cross2004:185. accessed 10.09.2015. point was fun:seeVintage Ad Browser, “more thanatoy,”orasproviderof“wholesomefun,”fromthe1910sselling called anappropriatepresent,thoughnota“gift;”while1900sadspeddleditas 10 (1927):n.p. A sampleof American advertisements showsthattheBrowniewas and itsChinamarketingstrategies,seeBaum2013. (1931): 48; n.p.; Funü zazhi advertisement in advertisement in advertisement in Pang 2007,116-117;seealsothepostersreproducedinBai2003,166andLaing2004,plate36. advertisements forQiulinandFengtianTaiyang cigarettesreproducedin Yi 1995,69,and 78 (1933):19;Wuzhouadvertisement in 2, no.1(1934):25;Yisheng xiangpizhiwugongchangadvertisement in Dongfang zazhi 52; Wang Shucun1991,1:fig.271,and2:668; Wei1987,1-6;Barrott Wicks2002. Funü zazhi 5,no.28(1930):465, no.80(1917):n.p.;DaZhonghuasailuluoadvertisements in 8, no. 2 (1922):n.p.; Dongfang zazhi 22,no.9(1925):n.p.;Zhongguoneiyigongsiadvertisement in 13,no.5(1927):n.p.; Dongfang zazhi Xiandai fumu Jilian huikan Jilian huikan Jilian huikan Jilian huikan Dongfang zazhi 32,no.19(1935):n.p.OntheDr.Williams’ MedicineCompany Jilian huikan Funü zazhi Funü zazhi Dongfang zazhi no.64(1933):27. Funü zazhi Shenghuo zhoukan 1,no.2(1933):n.p.; Allenburys MilkPowder Dongfang zazhi no.94(1934):44. no.13(1930):39, no.12(1930):47, 34,no.15(1937):n.p.;Dr.Williams’ advertisements in Small Things ofGreat Importance/Boretti 16,no.10(1930):52. Jilian huikan 12,no.11(1926):n.p. Dongfang zazhi no.21(1930):22;Zhongxingsailuluochang Asia PacificPerspectives∙Fall/Winter2015-16 Jilian huikan Jilian huikan 21,no.19(1924):n.p.;Welch’s advertisement in 10, no. 2 (1924):n.p.;

Funü zazhi 23,no.20(1926):n.p.; http://www.vintageadbrowser.com Ertongjiaoyuhua 23, no. 7 (1926): n.p.; Lactogen 23,no.7(1926):n.p.;Lactogen no.14(1930):13. 5,no.34(1930):577, Xiandai fumu no. 111 (1935): 44. For cigarettes, see no.111(1935):44.Forcigarettes,see no.54(1932):11;Yonghe shiye gongsi Jilian huikan Jilian huikan 25,no.24(1928):n.p.; 9, no. 12 (1923): n.p.; Da Zhonghua no.17(1914):n.p.; 2,no.1(1934):41. Funü zazhi no.18(1930):11.On no.15(1930):15; Aiguo Dongfang zazhi Jilian huikan Ertong shijie 11, no. 11 (1925): 11, no. 11 (1925): Liangyou Shenghuo Xiandai fumu Xiandai fumu , last no. no. Ertong 24,no. no. 61 no.61 30, • 32 Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ 77. 76. 55. 54. 53. 52. 51. 50. 75. 74. 73. 72. 71. 70. 69. 68. 67. 66. 65. 64. 63. 62. 61. 60. 59. 58. 57. 56. Shangwu yinshuguanadvertisements in Shangwu yinshuguanadvertorial “Shuoxinnianyouxi”in Da Zhonghuaadvertisement in Shangwu yinshuguanadvertisements in Shangwu yinshuguanadvertisements in Shangwu yinshuguanadvertisements in Daisy ManufacturingCo.advertisement in Da Zhonghuaadvertisement in Yonghe advertisement in Shangwu yinshuguanadvertisement in Da Zhonghuaadvertisement inQuanguotushuguan2003,7:854. Aiguo advertisement in Da Zhonghuaadvertisement in Shangwu yinshuguanadvertisement in Da Zhonghuaadvertisement in Da Zhonghuaadvertisements in Zhongxing advertisement inShanghaijizhi 1935,70;DaZhonghuaadvertisement Yangqi gongsiadvertisement inGuangzhoushi1932,n.p. Aiguo advertisement in Shangwu yinshuguanadvertisements in See Yi 2005,17-24;Hang1987,238. On thesocialandculturalroleofgoodsconsumption,see Appadurai 1986,31; Shangwu yinshuguanadvertisement in See “Tongnianquwei” 1927;“Bangjiazhiji”1935. Kangyuan zhiguanchangadvertisement inGuohuoshiye 1935,n.p.;Zhonghuashuju Da Zhonghuaadvertisements in Yonghe advertisements in Shangwu yinshuguanadvertisements in (1920): n.p. (1920): n.p. hua hua (1909): n.p.; with updatedillustrationin zazhi huikan advertisement in (1930): 13, reproduced inQuanguotushuguan2003,7:854. 6, no.6(1934):40. Dongfang zazhi no. 11(1918):n.p.; in no. 1(1922):n.p.; n.p.; 4, no.11(1918):n.p.; Money 2007,356. advertisement in (1930): 27. sort ofchildren’srhyme. zazhi in Jilian huikan Jilian huikan no.48(1914):n.p.; no.17(1914):n.p. 1,no.5(1914):n.p.; 12,no.10(1926):n.p.Theseadsarequiteunusualinclaimandcopy,whichisa Dongfang zazhi no.7(1930):13. ongamesasdifferentfrom traditionalones. Jilian huikan Xuesheng zazhi no.9(1930):26;Shangwuyinshuguanadvertisements in no.12(1930):25; Aiguo advertisement in 24,no.22(1927):n.p.; Jilianhuikan Funüzazhi Xiao pengyouhuabao Jiaoyuzazhi 17,no.2(1920):n.p.; Shaonian zazhi Xuesheng zazhi no.14(1930):25. Jilian huikan Jilian huikan Dongfang zazhi Jilian huikan Shenbao 1,no.1(1914):n.p.;andtheunusualadin 14,no.9(1928):n.p.; Ertong jiaoyuhua no.24(1930):9;DaZhonghuaadvertisement in 13,no.12(1921):n.p.; Jilian huikan Jilian huikan Jilian huikan Jilian huikan Jilian huikan Jilian huikan 18.05.1933:14, Small Things ofGreat Importance/Boretti 1,no.6(1914): 8,no.12(1918):n.p.; no.18(1930):11;DaZhonghuaadvertisement no.64(1933):11. Asia PacificPerspectives∙Fall/Winter2015-16 no.66(1937):backcover. Ertong shijie no.78(1933):52. 12,no.7(1915):n.p. Dongfang zazhi Funü zazhi Funü zazhi Funü zazhi Ertong shijie Funü zazhi Jiaoyu zazhi Dongfang zazhi Jiaoyu zazhi Funü zazhi Funüzazhi no.16(1930):40;Yonghe advertisement no.7(1930):13. no.12(1930):47. no.15(1930):15. no.9(1930):26, no.11(1930):8, no.52(1915):n.p.; 27,no.21(1931):n.p.; n.p. Jilian huikan Dongfang zazhi 9,no.12(1923):n.p.; Aiguo 5,no.10(1919):n.p. 3,no.5(1917):n.p.; 4,no.2(1918):n.p.; 7,no.12(1921):n.p.; Funüzazhi

3,no.5(1911): 4,no.10(1912):n.p.; On promotiongames,seeLo 2004. 17,no.5(1926):n.p.;and ; and 10,no.11(1924):n.p. 17,no.16(1920):n.p. 5,no.6(1908):n.p.;reprinted Jilian huikan Jiaoyu zazhi Dongfang zazhi Shaonian zazhi no.80(1933):14. Jilian huikan Jilian huikan 11,no.9(1925):n.p.; 29,no.8(1932):n.p. Jiaoyu zazhi n.p. 12,no.1(1920): no.26(1931):42. Ertong jiaoyu Ertongjiaoyu Funüzazhi ; Jiaoyu zazhi 17,no.1 Funü zazhi Funüzazhi Ertong jiaoyu no.10 no.13 10,no.2 Xuesheng 1,no.1 Jilian Funü • 33

4,

8,

Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ 79. 78. 95. 94. 93. 92. 91. 90. 89. 88. 87. 86. 85. 84. 83. 82. 81. 80. Daisy advertisements in Daisy advertisements in Daisy Manufacturingadvertisements in Cross 1997,111;seealso24,112,andthereproduction ofan American Daisyadvert. Guanshengyuan advertisements in See Guo1920,12;Yang 1935:26. Yonghe advertisements in Zhongxing advertisement in Da Zhonghuaadvertisement in Da Zhonghuaadvertisement in Advertisement fortheToyDepartmentinXianshigongsi1925,n.p.OnSincere Aiguo advertisements in Zhenyi advertisements in Already in1915,theZhonghuashujuadvertised itsgamesandchartsas Shangwu yinshuguanadvertisement in Shangwu yinshuguanadvertisement in Shangwu yinshuguanadvertisements in Shangwu yinshuguanadvertisements in 9, no.6(1917):n.p.; 1997, 111-112. nerve thatwillreinforce[theboy]forthebattleof life inlater years”: quotedinCross “lessons ofmanliness,self reliance, keennessofeye, andsteadinessof hand and (1924): n.p.Thispromotionwas quiteakin to American claimsthattherifleprovided zazhi (as atoy),focusingonitsfeaturesandrenownthe American market:see Dongfang zazhi as a“trainingtoshoot”:quotedinLi2013:12. Shenbao no. 11(1931):n.p.; see Hebeisheng1934,462-463;Shanghaijizhi1947,46-48. Established in1918,theYonghe shiye gongsimanufactured,interalia,rubbertoys: Shanghai jizhi1935,65-69;Guohuoshiye 1935, partE:34-35. chang, producerofcelluloidgoodsandtoys,establishedin1933-34Shanghai,see established inShanghai1928,seeBureau773;Guohuoshiye 1935b,196-198. Zhonghua sailuluozhizaochang,large-scaleproducerofcelluloidgoodsandtoys company, seeChan1996;Lien2009. established in1919,seeShanghaishidang’anguan 1933-1942;“ToyManufacturers”1926. 39. Onthe Aiguo wanju zhiguanchang,aShanghaimedium-scaletoymanufacture Shanghai shidang’anguan 1933-1942;Bureau1933,772. chang resumedoperationsintheearly1920sandmanufacturedtinfoiltoys:see 2 (1924):n.p.Firstestablishedin1916Shanghai,theZhenyijiaoyuertongw 2004, chap.5. (1915): n.p.OntheZhonghuashuju,establishedin1912,seeYuandLiu2002;Reed “educational” andabletostimulatetheintellect:see (1932): n.p.; zazhi n.p.; zazhi n.p.; 4, no.11(1918), zazhi Funü zazhi Funüzazhi 16,no.9(1919):n.p. 26,no.20(1929):n.p.; 12,no.9(1922):n.p.; 10,no.6(1918):n.p. Dongfang zazhi declaringoppositionto“Japaneseimperialism”and suggesting pistolcandy 5,no.10(1919):n.p. Ertong shijie 17,no.18(1920):n.p.Theairgunhadbeenalreadyadvertised earlier 12,no.10(1926):n.p.; Dongfang zazhi Xiandai fumu Xueshengzazhi 17,no.2(1920):n.p.; Funüzazhi 30,no.9(1933):n.p.; Funüzazhi Guohuo yuebao Funüzazhi Guohuo yuebao Jilian huikan Ertong shijie Jilian huikan 16,no.7(1919):n.p.; 1,no.1(1933):n.p.Seealsotheir1931advert in Jilian huikan Ertong shijie 10,no.10(1924):n.p.; Small Things ofGreat Importance/Boretti 4,no.7(1917):n.p.; 11,no.1(1925):n.p.; Funü zazhi Asia PacificPerspectives∙Fall/Winter2015-16 9,no.9(1923):n.p.; Funüzazhi no.55(1932):41, 29,no.5(1932):n.p.; Funüzazhi 1,no.1(1924):n.p.; Shaonianzazhi Jiaoyu zazhi 1,no.1(1924):n.p.; no.92(1934):54.OntheZhongxingsailuluo Jiaoyu zazhi Ertong jiaoyuhua Jiaoyu zazhi no.5(1930):17. 31,no.8(1933):n.p.OntheDa Dongfangzazhi 14,no.12(1928):n.p.; 13,no.5(1927):n.p.; 4,no.11(1918):n.p. 9,no.9(1917):n.p. Shaonianzazhi 10,no.12(1918):n.p.;

13,no.12(1921):n.p.; Zhonghua xueshengjie Ertong shijie 10,no.12(1920):n.p.; Funü zazhi Jilian huikan Ertong shijie Ertong shijie no.80(1917):n.p.; Jilian huikan 32,no.21(1935):n.p. Guohuo yuebao Dongfang zazhi 4,no.2(1918):n.p.; 11,no.12(1924):n.p. 9,no.11(1919): no.69(1933):12. Funüzazhi 12,no.10 16,no.2(1925): Dongfang no. 13(1930): 1,no.12 Shaonian Funü zazhi 1,no. 29,no.7 Dongfang Jiaoyu anju 17, • 34

Downloaded from http://www.usfca.edu/center-asia-pacific/perspectives/ 101. 100. 99. 98. 97. 96. 114. 113. 112. 111. 110. 109. 108. 107. 106. 105. 104. 103. 102. Daisy advertisements in Daisy advertisements in See Bao1915;Jia1919;Jiaoyubu1922;Jing1923;ChenHeqin1924and1925;Boyou For themostwell-known viewonthis,seeLiang1903,1:615-621.Onattitudestothe advertisements inQuanguotushuguan 2003,7:854, (1930): 22, no. 1(1924):n.p.; advertisement forschoolequipmentin products thatitstillcouldnotmanufacturewouldbe orderedfromabroad:see see advertisement in equipment importedfrom America forstrengtheningChinesestudents’ bodies: 26, no.20(1929):n.p.; n.p.; zazhi 7 (1919):n.p.; Dongfang zazhi 323-324. Margerum 1994,340;Formanek-Brunell1998,chap.6;McGovern 1998;Manson2001, 1999b, 2000,2006.Ontoyconsumptionandpatriotismin America andEurope,see 2003: 282-285;Jones2011,chap.4.Onnationalismandadvertising, seeCochran 1929: 16;He1933;HuangNai1936.OntoysandChinese-ness,seeFernsebner Guohuo shiye 1935b,75-76;Chen1957:1,615-617. manufacture ofmechanicalplaythingsinShanghai:seeShanghaijizhi1935,52-58; Kangyuan zhiguanchangenteredtoyproductionin1934,settingupalarge-scale (1937): n.p. 1936, sectionN,35. yongju zhizaochang,setupbytheZhonghuashuju:seeShanghaishitongzhiguan pengyou shi dang’anguan 1933-1942. the Zhongguojiaoyuwanju chang,re-establishedin1932Shanghai,seeShanghai zazhi did likewise:see props forschooldrills:see and swordswere alsopromotedas“sportapparatuses”,sincetheycouldbeused jiaoyu hua 1925. military, seeGreen2011,155-157. Zhongxing advertisement in Aiguo advertisements in Zhenyi advertisements in Zhonghuaguohuoweichihui 1923,n.p.; “Not strong,thenperish”was theDarwinistsloganusedtopromotesport Shangwu yinshuguanadvertisement in Cheng 1920:17;andShangwuyinshuguanadvertisements in Shangwu yinshuguanadvertisements in See Li1912:15-16;1918:3;Yang 1925;Zhang1926:2;Tao 1928,108-110;Xu Kangyuan advertisement in Zhonghua jiaoyuyongju/Zhonghuashujuadvertisement in Zhonghua jiaoyuyongjuzhizaochang/Zhonghuashujuadvertisement in Zhongguo jiaoyuwanju changadvertisement in Shangwu yinshuguanadvertisements in Shangwu yinshuguanadvertisement in Shangwu yinshuguanadvertisements in 12,no.9(1920):8; Funü zazhi 8, no.12(1918):n.p.; no.687(1935):n.p.Thesetoyswere manufacturedbytheZhonghuajiaoyu no.48(1914):n.p. Jilian huikan Funü zazhi 26,no.18(1929):n.p. 11,no.9(1925):n.p.; Zhonghua jiaoyujie Guohuo yuebao Funü zazhi Dongfangzazhi no.34(1931):23, Funüzazhi Funüzazhi Funü zazhi 5,no.12(1919):n.p.; Guohuoyuebao Dongfang zazhi Dongfang zazhi Yong’an yuekan Jilian huikan 4,no.5(1918):n.p.ThePressclaimedthatonlythe 1,no.2(1924):n.p. 10,no.11(1924):n.p.; 10,no.12(1924):n.p.; 6,no.5(1920):14; Small Things ofGreat Importance/Boretti 3,no.18(1914):n.p. Asia PacificPerspectives∙Fall/Winter2015-16 29,no.8(1932):n.p. Funü zazhi Jiaoyu zazhi Jilian huikan 1,no.1(1924):n.p.; 16,no.7(1919):n.p. Jiaoyu zazhi Funü zazhi 16,no.8(1919):n.p.;theZhonghuashuju no.100(1934):65;DaZhonghua Funü zazhi Jiaoyu zazhi Dongfang zazhi no.1(1939):n.p.Thewell-established Jiaoyu zazhi 14,no.9(1928):n.p.; Jilian huikan 11,no.9(1919):n.p. 9,no.12(1923):n.p. no.64(1933):11. 10,no.6(1918):n.p.Toyrifles Shenghuo zhoukan 4,no.11(1918):n.p.; Dongfang zazhi 3,no.5(1911):n.p.; Ertong shijie Ertong shijie 25,no.20(1928):n.p.; 11,no.12(1919):n.p.; Jilianhuikan Xiao pengyou no. 75(1933):57.On Dongfang zazhi 15,no.1(1925):n.p. 14,no.1(1925):n.p. 18,no.3(1921): Guohuo yuebao Dongfang zazhi 5,no.40(1930): no.21 Shaonian Ertong no.758 Xiao 16,no. Jiaoyu • 35 1,

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