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Press Ad

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Press

ID	248
Title	Advertisement for International Dispensary (female medicine) 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	10
Location on page	BD
Area Code	A9
ACTORS
Business sector	H 1
Product type	Female medicine
Advertiser	INTERNATIONAL DISPENSARY (FIVE CONTINENTS PHARMACY)
DISCOURSES
Textual elements	弱母不產健全之子女意首相墨索里尼氏曾勸告婦女改善健康有『弱母不產健全之子女』語，良以母體不健，影響種族強弱殊巨。月經病和受孕產的影響，乃婦女衰弱之最大原因，本藥房彂行之—月月紅…女界寳二藥，均係依據婦女生理特製之專劑，調經補虛，功效凖確，亦優生強種之要藥也。每瓶洋一元五洲大藥房彂行
Visual elements	Play on contrast (black/white) and shadow Abstract illustration of a mother and child (shadowed figure)
Appeal	Health, child, mother
Language	Chinese
Comment	(A1) Title/Catch-phrase : Warning/threat : 'weak women would not give birth to strong children' (A3) Timely text : reference to Musolini’s fascist program to strengthen the "race" (right side) (A3) Educative text : teach women how to reach body harmony reconciliate their bodies with seasons (left side) (A7) Expensive price : one yuan per bottle
Keyword(s)	Newspaper, press, Shenbao, rational, emotional, contrast, black, white, shadow, mother, child, female, woman, comparison, authority, Musolini, fascism, race, eugenics, menstruation, pregnancy, harmony

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