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Press

ID	128
Title	Advertisement for De Witt Kidney Pills (第威德補腎丸) in the Shenbao, 1941
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1941
Month	February
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	7
Location on page	HGC
Area Code	B5
ACTORS
Business sector	H 1
Advertiser	DE WITT & COMPANY, LIMITED, E.C.
DISCOURSES
Textual elements	轉弱為強第威德補腎丸康强為人生莫大幸福·而强弱之關鍵繫乎腎臟·要知腎為濾清血液及排除廢料毒質之重要器官·腎部强健·則血液鮮紅·體系清澈·精神健旺·百病不侵·腎而虚弱·則腰痠背痛·未老先衰·倘君不幸有此病象·曷即購服第威德補腎丸·此丸係以名貴葯料·用科學方法製成·為五十餘年來馳名全球之唯一聖劑·功能增强腎部組織·去除血液中之尿强酸質·解除風濕骨痛及一切由腎虧而起之疾病·全身皆受其益·身弱多病者·即可轉弱為强　各大葯房均有出售　第威德補腎丸
Visual elements	(B1) Realistic image of the bottle (B3) Comparative/result (before/after) style illustration (Lu, 1940 : 108, 114) : illustration showing a man suffering BEFORE taking the treatment, and the same man relieved and smiling AFTER taking the medicine. (B4) Ornamental internal frame (cog-wheel) B5) Play on contrasts (gradation of white, grey, black)
Appeal	Health, age
Language	Chinese, English
Comment	(A2) Catch-phrase (promise of revolution, change, reversal from age to youth, weakness to youth) (A3) Long rational text (description of the product qualities, effects): against premature ageing (未老先衰 weilaoxianshuai) (A4) Brand name : 第威德補腎丸 (Diweide bushenwan) (A5) Advertiser : De Witt & Company, Ltd., E. C. 第威德制藥公司 [英商]
Keyword(s)	press, newspaper, Shenbao, health, science, elite, man, male, kidney, age, foreign, british, western, suit, smile, backache, rational, emotional

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