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Press
ID194
TitleAdvertisement for Listerine Toothpaste in the Shenbao, January 5, 1934
SourceShenbao
TypeDaily newspaper
TEMPORAL ENVIRONMENT
Year1934
MonthJanuary
Day (number)5
DayFriday
SPATIAL ENVIRONMENT
Page16
Location on pageHG
Area CodeB3
ACTORS
Business sectorH 2
Product typeToothpaste
Advertiser
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

LanguageChinese, 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
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