Intraders into the Countryside that Spoil the Scenery ani Annoy, ~those in Search of Change and Refreshment Some few weeks ago, at the request of one of our readers, we drew attention to the advertisement. hoarding then being put up at the corner of the Hungjao, Warren and Great Western Roads, with the suggestion that objects of this kind are not an improvement to the countryside and might well be withdrawn. Since then we have been asked by other readers to go further into the whole question of advertisement hoardings, which undoubtedly threaten to become a serious blemish, the surroundings of Shanghi Accordingly, the present writer took run round Avenue Joffre, Avenue Haig, Hungjao, Warren and Brenan Roads yesterday morning to see what hoardings there are.
Let it be emphasized that the following is in no sense whatever attack on advertisement hoarding generally, still less upon the firms who are using them. We fully recognize that the latter are entitled to buy the available space for advertising and that if they had not taken it, their competitors would have done so. As regards hoardings generally, the question is one of comparison. In the business quarters we all accept many things which we may not altogether like as being necessary to business. But when we go out into the country it is expressly to get away from business associations and the reminders thereof provided by huge advertise ments of soaps and pills aren disfgurement to the surroundings and an irritant, The Hoardings Described.
"Blydenburgh's Turn," on Avenue Haig, opposite the end of Avenue Joffre, is yo-named from a long-Separted resident who bought a plot fof land here to have room on which to turn the tandem that he drove, the road at that time going no farther. A few years ago the Council embellished the turn with bushes and a grass plot. But these have made way for three hoardings, advertising a local newspaper, Bourneville Cocon and Gossage's Primrose Soap. There has been an, attempt to make the hoardings as ornamental as possible by building them in the shape of Chinese pailows. But situated where they are, in one of the pleasantest residential quarters, nothing can really redeem them.
'The next point for notice is.the function of Hungiao, Warren and Great Western Roads. Here in nddition to the big hoarding of Lacto-gen previously mentioned, there are, on other sides of the space, posters announcing Texaco Oils and Nestle's Cocoa.
From here one went by Warren and Brenan Roads to the southern kate of Jessfield Park, The space fronting this gate has been Inid out with the greatest care, with flower lawns, trees and stone images.
would surely be kept free from advertisements, But on one side of the road, in the grounds of an other ise rather ornamental looking eke, axe boards announcing Germol, Flyosan, Chesterfield cigarettes and Texaco oils; and right alongside the very carefully designed entrance to the park, another board adverts Wrigley's - Gum and Black and White whiskey.
Lastly, at the Jesifield patch, along. the "creek side, are hoardings of Asahi beer, Minimax, Glaxo and 885 Cigarettes. The Bubbling Well tram terminus is flanked by big hoard-{ngs: but to these we do not think exception can be taken, been use, are not. really almost in the business quarter nove, they certainty cannot be called in the country The Council Powerless.
'The Municipal Council has no power: over these hoardings. 1914 it passed a resolution through the ratepayers' meeting to tax hoardings in the Settlement at rate from 5 to 50 tael cents per squa foot. And it is interesting to recall that the chief reason for 90 doing was, not to get revenue, but to con trol the amazingly unsightly posters then prevalent. But the hoardings we have mentioned are outside the Settlement.
The. Chinese could do something and, if they think of doing #0, we would specially daw their attention to the hideous hoardings along the Danks of the lower Huangpu.
In this connexion. we are formed that the Chinese authorities lof Hangchow absolutely forbid hoardings round their beautiful city. All honour to' them.
Voluntary Abstention, Im recent yenrs there has been a Jeampaign in England against honrdings in the country, in response to which the Shell Motor Spirit. announced, last year we think, that would take down all its country advertisements.
In China too, it may be mention= ed, one of the most prolific advertise ing firms, the B. A.' Go., has been scrupulous as regards the country and, in particular, allows none of its posters to be pasted on the walls of temples, as some of its rivals regrettably do.
From. the advertiser's point of view, one cannot but. wonder whether these outlying: hoardings really pay. Inthe town their advertisements catch the eye of thousands daily. On the country roads they are searcely seen by as many hundreds Bat those hundreds are pre people who, having gone out for exercise, change of surroundings and such beauty of nature as the Shanghai countryside affords, feet the intrusion of the hoardings' most keenly. There are many places for hoardings in the Settlement. regards the outside we app flvertisers to exercise a, self ing: ordinance and we believe it will pay them to do %0.
Text read from the printed page and cleaned; old type leaves the occasional error.