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Press
ID252
TitleAdvertisement for 孩兒面 (Hai'ermian) cosmetics in the Shenbao, January 5, 1934
SourceShenbao
TypeDaily newspaper
TEMPORAL ENVIRONMENT
Year1934
MonthJanuary
Day (number)5
DayFriday
SPATIAL ENVIRONMENT
Page11
Location on pageHD
Area CodeB1
ACTORS
Business sectorB 1, H 1
Product typeFace cream
DISCOURSES
Textual elements

潤面護膚孩兒面

質地輕勻細潔……塗搽滑潤

香韻芬芳耐久……超越無比

色澤嬌艷白嫩……化媸為妍

裝璜摩登美化……餽贈歡迎

專治 雀斑 粉刺 煙容 晦暗 皺紋 黑痣 油光 多汗

上海中法大藥房發行

Visual elements

Image of the packages

Illustration showing a Chinese woman applying cream on her face

Play on strong contrasts (black/white), lines (diagonal/oblique title), studied typography and internal frames

 

Appeal

Beauty (美化 meihua, 艷 yan), Health (專治 zhuanzhi), Child, Hygiene (潔 jie : clean)

LanguageChinese
Comment

Appeal to various senses, especially:

  • touch: texture (質地 zhidi), softness (輕 qing), tender (嬌 jiao), smooth (滑 hua), moisten (潤 run), delicate (白嫩 bainen), greasy 油光 (youguang), sweat (汗 han) ; thin/slender (細 xi); uniform/evenly distributed (勻 yun)
  • odour : frangrant (香 xiang), perfumed (芬芳 fenfang), sweat (汗 han)
  • sound/hearing : 韻 (yun)
  • sight: color and luster 色澤 (seze), colorful/gaudy 艷 (yan), beauty/embellish (美化 meihua), ugly woman (媸 chi); dark and gloomy (晦暗 hui'an); uniform/evenly distributed (勻 yun)

Reference to time :

  • Long life, durable: 耐久 (naijiu) (to slow the ageing process?)
  • Modern package : 裝璜摩登 (zhuanghuang modeng)

Negative appeals : list of unwanted effects/aspects : ugliness (媸 chi) ; wrinkles (皺紋 zhouwen) ; freckles 雀斑 (queban) ; pimple/acne 粉刺  (fenci) ; moles (黑痣 heizhi) ; sweat (汗 han) ; greasy 油光 (youguang) ; dark and gloomy (晦暗 hui'an);

Keyword(s)Newspaper, press, Shenbao, cosmetics, face, cream, woman, Chinese, emotional, beauty, sense, appeareance, texture, touch, durable, old, age, youth, child
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