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Press
ID242
TitleAdvertisement for Wateh electric bulbs, Shenbao, January 5, 1934
SourceShenbao
TypeDaily newspaper
TEMPORAL ENVIRONMENT
Year1934
MonthJanuary
Day (number)5
DayFriday
SPATIAL ENVIRONMENT
Page7
Location on pageHD
Area CodeF2
ACTORS
Business sectorE 5
Product typeElectric bulb
Advertiser
DISCOURSES
Textual elements

欲求電燈經濟可靠

註冊商標華德請認明商遙不致誤

好樂泡 氬氣泡即哈夫泡 長絲泡

免受無形中損失者請看華德老牌電燈泡之特色

省電耐用 發光明亮 燈絲堅牢 不怕震動 支光凖確 美觀靈巧 包退包換 花色全備

出品比外國貨可靠 定價比外國貨便宜

上列各項特色在各製造廠都如此講法而各用戶亦視為營業上之口頭禪多不註意但敝廠實事求是逐項可以證明如各用戶欲知如何省電如何發亮及敝廠出品之優點何在請便來函通知自當派員携機前來切實解釋以昭信實遙各用戶此後購備燈泡時必須指明華德老牌免受無形中損失再如欲定製特別花色敝廠儘可代造

各電料行各大公司均有出售 上海華德工廠

地址西安路六十八至七十號

Visual elements

Images of the products: three types of electric bulbs

Facsimile of official certificate (?) (photographic evidence)

Trademark/Logo or Wateh (triangular form)

Appeal

Convenience, economic, quality, beauty, saving, authority (testimonial, official certificate)

LanguageChinese
Comment

Rational style :

  • cheap (economic appeal), reliable, convenient, saving electricity
  • photographic evidence (facsimile of official certificate or testimonial) : 證明 (zhengming)
  • trademark (be aware of imitations, be sure to authenticate the original trademark)
  • description of the quality of the product : solid, beautiful, variety of designs and colors
  • propaganda for the (spacious) factory itself
  • direct reference to a famous proverb or catchphrase (口頭禪 koutouchan) : beaucoup n'ont pas de preuves d'authenticité
  • honesty, pratical, realistic, truth
  • available to even far living consumer
Keyword(s)electrical, bulb, light, wateh, certificate, fasimile, photography, authority, evidence, rational, availibity, truth, honesty
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