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Press Ad

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Press

ID	194
Title	Advertisement for Listerine Toothpaste in the Shenbao, January 5, 1934
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1934
Month	January
Day (number)	5
Day	Friday
SPATIAL ENVIRONMENT
Page	16
Location on page	HG
Area Code	B3
ACTORS
Business sector	H 2
Product type	Toothpaste
Advertiser	LAMBERT PHARMACAL COMPANY
DISCOURSES
Textual elements	李施德霖牙膏效神速李施德霖牙膏中。含有特別清潔之成份。掃除牙垢。迅速異常。性安全李施德霖牙膏。不含有損精細齒質之粗礫。價低廉李施德霖牙膏之功用。雖與別種牙膏相等。然期售價。則較其他上等牙膏為廉。李施德霖牙膏廠家推許百福牙刷1 LISTERINE TOOTH　PASTE Lambert Pharmacal Company UNITED STATES [SAINT LOUIS, MISSOURI] 1881
Visual elements	(B1) Image of the package showing English brand/product name (B3) Three illustrations showing three types of potential consumers to demonstrate the universality of the product and embody the three selling points : young active man embodying the need for speed and effcacy child/young girl demonstrating the safety appeal active housewfe ad mother concerned with saving family money
Appeal	Rational, emotional (child, woman), speed, efficacy, safety
Language	Chinese, English, French
Comment	Rational appeal : three selling points, each one associated with/embodied by a specific consumer immediate effect, rapid efficacy (associated with a middle-age active man) (效神速 xiao shensu) safety (associated with children) (性安全 xing anquan) cheap price (associated with women, concerned with saving money and family expenses) (價低廉 jia dilian) Short texts developing each selling point, describing the product composition.
Keyword(s)	woman, man, family, child, toothpaste, hygiene, listerine, speed, efficacy, safety, cheap, price
Related Document	Advertisement for Kolynos Toothpaste in the Shenbao, January 5, 1934

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