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Press Ad

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Press

ID	195
Title	Advertisement for Kolynos Toothpaste in the Shenbao, January 5, 1934
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1934
Month	January
Day (number)	5
Day	Friday
SPATIAL ENVIRONMENT
Page	19
Location on page	HG
Area Code	B10
ACTORS
Business sector	H 2
Product type	Toothpaste
Advertiser	MULLER AND PHIPPS (ASIA), LIMITED
DISCOURSES
Textual elements	能使牙齒格外容易潔白將釀成牙患之病菌。立刻殺死請速改用固齡玉牙膏刷牙。三日之內。牙齒必潔白三倍。因固齡玉與衆不同。以其不特清除垢膜。且能發出濃沫。深入牙縫。殺死致牙患之病菌。君欲潔白健全之牙齒乎。即日起用固齡玉。擠半寸在乾牙刷上。每日刷牙二次。必可迅速使牙更為潔白。各大藥房均有出售中國經理美商同益洋行固齡玉牙膏KOLYNOS
Visual elements	(B3) Comic-style illustration (woman-to-woman advice to seduce men) (B4) External frame to isolate the ad (B4) Internal frame to isolate the title (B5) English letters in the brand name used as visual markers
Appeal	Health, appearance
Language	Chinese, English
Comment	(A1, A2) Title/Catch-phrase (It’s easy to have white teeth) (A1, A2) Subtitle, catch-phrase (health appeal) (A3) Emotional (comic-style) and rational (description of the product quality and effects), story-telling technique (fictive testimonial)
Keyword(s)	newspaper, shenbao, press, rational, emotional, testimonial, fiction, situation, seduction, advice, woman, man, toothpaste, hygiene, kolynos, comic, bubble, male, female, seduction, couple, friend, ha