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Brand
brandID113
brandNameFive Continents Milky White Cod Liver Oil
brandName_zh五洲乳白魚肝油
brandName_pinWuzhou rubai yuganyou
dateStart1934
dateEnd1941
buisnessSectorH1
Description

Manufactured by the Chinese company INTERNATIONAL DISPENSARY [alias FIVE CONTINENTS DRUGSTORE].

As early as 1934, the International Dispensary simultaneously offered at least two brands of "cod liver oil" to the Chinese readers of the Shenbao: the simple brand 五洲魚肝油 (Wuzhou yuganyou) stood along with the more sophisticated brands "Milky White Cod-Liver Oil" 五洲乳白魚肝油 (Wuzhou rubai yuganyou) and "Universal cod liver oil with malt extract" 地球牌牌麥精魚肝油 (Diqiupai maijing yuganyou). This suggests an early and very fine process of diversification and segmentation on the part of this company. 

Between 1934 and 1941, the company thoughened its commercial discourses by introducing eugenics and racial appeals in its advertisements, even explicit references to the fascist regime in Italy.

Appeal

Health, race, eugenics, nation, child, strength, milk, white

MediumNewspaper, press, Shenbao
SourceShenbao
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