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Press

ID	199
Title	Advertisement for The Golf 高而富 (Gao'erfu) cigarette in the Shenbao in 1949
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1949
Month	January
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	7
Location on page	HG
Area Code	F6
ACTORS
Business sector	L 1
Product type	Cigarette
Advertiser	DAH TUNG NAN TOBACCO COMPANY
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,
Language	Chinese, 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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