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Press Ad

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Press

ID	327
Title	Advertisement for 咳舒鈣 (Keshugai) cough syrup in the Shenbao, Jan 1 1949
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1949
Month	January
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	4
Location on page	BD
Area Code	B5
ACTORS
Business sector	E 2, H 1
Product type	Medicine
Advertiser	STRAND CHEMICAL WORKS UNIVERSAL PHARMACY
DISCOURSES
Textual elements	咳舒鈣市上最盛銷之止咳良藥各準藥房均有出售專治作風咳嗽氣管炎流行性感冒肺癆咳嗽新光藥廠出品·萬國藥房總經銷最新處方　功效卓著　味美易服　老幼咸宜
Visual elements	(B1) Realistic image of the package/bottle (B3) Educative or result-style illustration (showing a male consumer getting gradually better after taking the medicine) (B4) Externan border to isolate the advertisement from other; internal frame to structure composition (B5) Strong contrasts (black/white)
Appeal	Health, taste, new, efficiency, age, panacea, universal, convenience
Language	Chinese
Comment	(A2) Hyperbolic/superlative slogan: the most efficient panacea (良藥 liangyao) for suppressing cough in the city (A3) Rational/descriptive text (product qualities/effects): to use specifically for the treatment of cough, tracheitis, influenza, tuberculosis (A3) Rational/hyperbolic text (left) : the newest medical formula (最新 zuixin), tasty (味美 weimei), convenient/easy to use (易服 yifu) suitable for everyone (young as well as old people) (老幼咸宜 laoyouxianyi)
Keyword(s)	Newspaper, press, Shenbao, hyperbolic, superlative, rational, man, business, city, package, cough, old, young, age, easy, convenient, taste, universal, easy

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