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Press
ID199
TitleAdvertisement for The Golf 高而富 (Gao'erfu) cigarette in the Shenbao in 1949
SourceShenbao
TypeDaily newspaper
TEMPORAL ENVIRONMENT
Year1949
MonthJanuary
Day (number)1
DaySaturday
SPATIAL ENVIRONMENT
Page7
Location on pageHG
Area CodeF6
ACTORS
Business sectorL 1
Product typeCigarette
Advertiser
DISCOURSES
Textual elements

處處比人好

煙絲比人家高貴

香味比人家和醇

包裝比人家考究

價錢比人家便宜

大東南煙公司出品

Visual elements

(B1) Realistic detailed image of the package (open, displaying its contents and the logo/female emblem of the brand)

(B3) Positive illustration (jovial Chinese man counting his cigarettes)

(B4) Cloud-style internal frame to highlight the title (slogan/catch-phrase)

(B4) Thick plain external border

(B5) Play on contrasts (black/white) and oblique line, studied typography (brand name)

Appeal

Taste, economic, convenience, pleasure,

LanguageChinese, English
Comment

(A3) Short rational text giving the four main selling points/reasons to buy this brand:

  • silk cut (taste)
  • can be ideally combined with alcoholic drinks (pleasure association)
  • cheap price
  • convenient

Note the repeted grammatical structure to create phonetic effect and help memorization.

Keyword(s)cigarette, tobacco, press, newspaper, Shenbao, golf, woman, man, male, female, taste, economic, convenience, drink, alcohol
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