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Product
ID629
NamePasteurized (Grade A) Milk
Name (zh)消毒牛奶
Name (pin)Xiaodu niunai
Start date1934
Related productMilk, milk food, powdered milk
Buisness SectorH1, N1, N2
Description

Pasteurized milk appeared in both newspapers in 1934, along with standards for milk pasteurization (Grade A). Such standards participated in the wider obsession for hygienic production and consumption.

Milk was first advertised in the North China Daily News in 1924, and appeared later on the pages of the Shenbao in 1934. Despite Carl Crow's (and other advertisers) effort to make milk an ordinary and tasty beverage, milk remained assimilated to a medical remedy until at leat 1934, even in the British newspaper North China Daily News. Milk was available in various forms, aimed at various consumption practices according to the target consumers: first sold as powdered milk or milk food for infant (or invalid), in 1924, it was then sold as "fresh" milk and as a beverage in its own right, addressing not only children and invalids, but also adults and consumers of all sexes and ages. Moreover, with the introduction of fresh and flavored milk we observe a shift from the prominent "health appeal" to a more direct appeal to "taste" and "pleasure".

 

Appeal

Health, hygiene, quality, standard, testimonial

MediumNewspaper
SourceNorth China Daily News, Shenbao
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