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Press Ad

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Press

ID	129
Title	Advertisement for 海品聖 (Haipinshen) cod liver oil in the Shenbao in 1941
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1941
Month	February
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	7
Location on page	C
Area Code	D3
ACTORS
Business sector	H 1
Product type	Vitamin
Advertiser	HUAPEI FOREIGN DRUGSTORE [FAR EASTERN DEPARTMENT]
DISCOURSES
Textual elements	年紀輕輕頭眩眼花是生命之嚴重威脅！君宜趁早補救：海品聖比目魚肝油精丸頭眩眼花，一般衰弱，是缺乏維他命的主要原因· 吾人體内如缺少維他命，即時覺頭眩眼花，即使補藥亂投，不啻無的放矢，何濟於事，且迩來補品充斥於市，五花八門，究其成分，不知所云，『海品聖』乃吾人最需要之甲，丁，兩種維他命精華，製造嚴密，成分充足，功能直接調整全身各部組織，活躍細胞，強化體骼，上起於腦，下迄四脚百骸，皆得迅速之滋養，確為百發百中之天然大補品，逺非一般不知究竟之補劑所能望其項背者也。逺東縂經理華培洋行西藥部　話一九九八○轉接各部（各大公司藥房均售）　Ｈ.１９４
Visual elements	(B3) Very huge and refined illustration (American comic-style) of an elegant yet dizzy, exhausted man suffering from headache at a party; comic-style bubble and punctuation used as a connection between illustration and text, problem (dizziness) and solution (product) (B5) Studied typography (B5) Play on contrasts (gradation of white, grey, black colors)
Appeal	Health
Language	Chinese, English
Comment	(A2) Catch-phrase (reason-why): lack of vitamin is the most frequent/ordinary reason for dizziness (A3) Character's direct speech (comic-style bubble): expressing his threat and anxiety, to establish complicity with actual consumers (A4) Brand name : 海品聖 [比目魚肝油精丸] (Haipinsheng [bimu yuganyou jing wan]) (A5) Advertiser : 华培洋行西药部 [逺东縂经理] (Huapei yanghang xiyaobu [Yuandong zongjingli])
Keyword(s)	press, newspaper, Shenbao, health, elite, man, male, age, foreign, western, suit, party, cod liver oil, comfort

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