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Press Ad

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Press

ID	313
Title	Advertisement for Halivita (Health Products Corporation) in the Shenbao in 1941
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1941
Month	February
Day (number)	1
SPATIAL ENVIRONMENT
Page	4
Location on page	HG
Area Code	B1
ACTORS
Business sector	H 1
Product type	Health, capsule, liquid
Advertiser	HEALTH PRODUCTS CORPORATION
DISCOURSES
Textual elements	成份凖確補力超越美國製赫立維他比目魚肝油精膠囊滴劑赫立維他比目魚肝油精·有補身抗癆之特效·爲美國　ＨＥＡＬＴＨＰＲＯＤＵＣＴＳ　ＣＯＲＰＯＲＡＴＩＯＮ.　ＮＥＷＡＲＫ,　Ｎ.Ｊ.Ｕ.Ｓ.Ａ（世界最大之魚肝油. 贈出品專家）所製·選料上乘，提煉精細，其維他命含量經生物標準鑑定·保証強於鰲魚肝油壹百倍·故其補力超越·為任何他種『魚肝油精』所不及·確為舶來品中之最優䓁者也· 赫立維他並非藥物·乃一營養人體之純粹食物結晶品，量小易服，成人日服膠囊二顆，兒童日服一顆已足，嬰孩可服滴劑· 美國漢爾斯製藥公司出品　ＨＡＬＩＶＩＴＡ　ＣＡＰＳＵＬＥＳ　ＬＩＯＵＩＤ
Visual elements	Entirely textual ad, playing on strong contrasts (white/black), linguistic variety (English brand/product name used as visual markers) and studied typography
Appeal	Health, science
Language	Chinese, English
Comment	(A2) Superlative catch-phrase (unrivalled medicine) (A3) Both rational and hyperbolic text: description of the product nature, qualities (cod liver oil), effects (to treat tuberculosis), users (adults as well as children/babies), two forms (capsules for adults, liquids for children) superlative tone (universal, the best, world-wide popularity)
Keyword(s)	press, newspaper, Shenbao, health, science, hyerpbolic, superlative, cod liver oil, tuberculosis, rational, american, united states, child, baby, capsule, liquid, adult, universality,

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