The get-equipped-quick advertising correspondence schools are teaching advertising pupils in America to change their advertisements constantly. This will not do in China. Nothing pays like a known “chop”, rigidly adhered to for decades. The Chinese will have nothing else than their favorite cartoon, or “chop” on cotton bolt, flour bag and everything else. “Once a customer always a customer” is truer in China than anywhere else in the world, but it is harder there than anywhere else to get that customer the necessary “once”, as he has probably linked up with a “chop” that preceded yours. The Harrison Knitting Machine Company, of Manchester, England, merely show cuts of their machines, and a competitor could do the same, and thus confuse the Chinese. Staedtler, the pencil manufacturer of Nuremberg, shows the man in the moon and a cock. J. H. Birch, of Library Street, Burlington, New Jersey, shows merely cuts of his rickshaws, which compete with the Japanese vehicle. The whisky houses of Britain cease neither day nor night in the attempt to give China something Occidental to take the place of the debarred opium. They try to adopt different shaped bottles to distinguish their goods, and some double bottles are now blown almost in the shape of the whisky’s “W”. The Burnese Alps Milk Company, of Stalden, has adopted a mother Teddy bear, giving a baby bear forced lactary injections. Nestle’s Milk Company, of Vevay, shows the “cow that jumped over the moon”. Aquarius Water Company shows a Chinese boy bearing a tray with the aerated water. Pathe’s French Films show the crowing cock. The United States Steel Products Export Company use the crouching tiger. Swift’s Hams show “S” in a diamond. Clarke’s Manila Coffee uses a volcano of coffee beans in imitation of Mayon volcano in the Philippines. The Chee Hsin Cement Company, of Tangshan, Pechili province, has a pony whose fiery breath has set the sun on fire. This is the weird mythological style of “chop” with which the poetical Chinese are familiar and which they like.