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Product
ID470
NameTonic (food)
Name (zh)養生素, 人參
Name (pin)Yanshengsu, Renshen
Start date1914
End date1949
Related productGinseng
Buisness SectorH1, N1, N2
Description

Change of Chinese name from 養生素 (Yanshengsu) in 1914, to 人參 (Renshen), closer to "ginseng" in 1924. "Tonic" products were advertised in both newspapers in 1924. They seemed to be first advertised in the Chinese newspaper Shenbao (as early as 1914), then in the British North China Daily News in 1924. Even though tonics were advertised in both newspapers, commercial discourses were adapted to their respective readership. While it was sold as a kind of "ginseng" to Chinese consumers, in the British newspaper, the same advertiser (Sanatogen) used the "exotic" and "colonial" appeals to better address the foreign community, arguing that tropical climate may be responsible for weakening the nerves: 

"WEAK NERVES are strengthened by feeding with SANATOGEN - The True Tonic Food. Dr. C.W. SALEEBY writes: "To maintain health and vigor in hot climates a man must pay very careful attention to the problem of diet." He recommends Sanatogen as an ideal nerve food in the Tropics."

While advertisements in the British newspaper referred to the side effects of tropical climate in 1924, on the contrary, advertisements for tonics appealed to the rigors of winter in the Shenbao in 1949.

Appeal

Health, tropical, season, weather, climate, true, vigor, winter

MediumNewspaper
SourceShenbao, North China Daily News
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