The Grapes of Happiness: Selling Sun-Maid Raisins to the Chinese (1920s-1930s)
Last November 13-14, I had the opportunity to participate in the symposium “Advertising and Marketing in China: Chinese-Western Cultural Encounters (19th c.-Present)” at the USF Center for Asia Pacific Studies, University of San Francisco, California. Based on a connective case study between China and the United States, my presentation dealt with the commercial strategies of the Sun-Maid Raisins Company to adapt its products to the Chinese consumers in the 1920-1930s. After a brief comparative study of the Sino-American raisins market conditions and consumption practices, I focused on a visual analysis of a Chinese advertisement published in one of the most important newspapers in Shanghai – the Shenbao – in 1928.
A more extensive version of my paper will be available soon. Please follow the links for futher details about the conference or pictures.
OpenEdition vous propose de citer ce billet de la manière suivante :
Cécile Armand (21 novembre 2014). The Grapes of Happiness: Selling Sun-Maid Raisins to the Chinese (1920s-1930s). ADVERTISING HISTORY. Consulté le 8 novembre 2025 à l’adresse https://doi.org/10.58079/amkx

