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Press

ID	189
Title	Advertisement for Horlicks Malted Milk (好立克麥精牛乳粉 Haolike maijing niurufen) in the Shenbao in 1934
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1934
Month	January
Day (number)	5
SPATIAL ENVIRONMENT
Page	12
ACTORS
Business sector	H 1, N 1, N 2
Advertiser	HORLICK'S MALTED MILK COMPANY, LIMITED
DISCOURSES
Textual elements	袪寒妙法若用熱水沖好立克麥精牛乳粉。和以惠司格酒或白蘭地。或他種酒類。臨睡飲之。功能袪寒氣。使血行全身。增加體溫。並撫慰神經而使睡眠酣適。故可與醫士之藥方或袪寒之藥片並飲。使出汁而及早痊愈。好立克為南北極探險者。用以增加體。其袪寒之功。不言而喻。請於寒夜觀劇之後。至咖啡館飲一杯熱好立克麥精牛乳粉。以免受寒。廠效殊。好立克麥精牛乳粉分本及調味（朱古）二售各大藥房品舖均有經售上海外灘銀行上霍傑士洋行經理
Visual elements	(B1) Realistic image of the package (B3) Lively illustration showing a happy young couple drinking Horlicks (B4) Internal frame (to separate illustration from text) (B5) Curved line used to spell the Chinese brand name
Appeal	Health
Language	Chinese, English
Comment	(A3) Long text (rational) : Description of the product effects and how to use it; its main function is to elimate cold ; Comparison : same effects as brandy and other alcohol drink; Testimonial/authority : has cured many people ; used by cold regions explorers (南北極探險者 nanbeiji tianxianzhe) Authority: Can be obtained under doctor's prescription How to use it (with milk, can be drunk as coffee)
Keyword(s)	Horlicks, malted, milk, health, couple, male, female, middle age, adult, food, testimonial, authority, doctor, prescription, cold, timely, season, explorer, expert, pole, arctic

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