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Press
ID128
TitleAdvertisement for De Witt Kidney Pills (第威德補腎丸) in the Shenbao, 1941
SourceShenbao
TypeDaily newspaper
TEMPORAL ENVIRONMENT
Year1941
MonthFebruary
Day (number)1
DaySaturday
SPATIAL ENVIRONMENT
Page7
Location on pageHGC
Area CodeB5
ACTORS
Business sectorH 1
Advertiser
DISCOURSES
Textual elements

轉弱 為強 第威德補腎丸

康强為人生莫大幸福·而强弱之關鍵繫乎腎臟·要知腎為濾清血液及排除廢料毒質之重要器官·腎部强健·則血液鮮紅·體系清澈·精神健旺·百病不侵·腎而虚弱·則腰痠背痛·未老先衰·倘君不幸有此病象·曷即購服第威德補腎丸·此丸係以名貴葯料·用科學方法製成·為五十餘年來馳名全球之唯一聖劑·功能增强腎部組織·去除血液中之尿强酸質·解除風濕骨痛及一切由腎虧而起之疾病·全身皆受其益·身弱多病者·即可轉弱為强 各大葯房均有出售 第威德補腎丸

Visual elements

(B1) Realistic image of the bottle

(B3) Comparative/result (before/after) style illustration (Lu, 1940 : 108, 114) : illustration showing a man suffering BEFORE taking the treatment, and the same man relieved and smiling AFTER taking the medicine.

(B4) Ornamental internal frame (cog-wheel)

B5) Play on contrasts (gradation of white, grey, black)

Appeal

Health, age

LanguageChinese, English
Comment

(A2) Catch-phrase (promise of revolution, change, reversal from age to youth, weakness to youth)

(A3) Long rational text (description of the product qualities, effects): against premature ageing (未老先衰 weilaoxianshuai)

(A4) Brand name : 第威德補腎丸 (Diweide bushenwan)

(A5) Advertiser : De Witt & Company, Ltd., E. C. 第威德制藥公司 [英商]

Keyword(s)press, newspaper, Shenbao, health, science, elite, man, male, kidney, age, foreign, british, western, suit, smile, backache, rational, emotional
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