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Press Ad

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Press

ID	317
Title	Advertisement for Royal Baking Powder (白糖小餅 Baitang xiaobing) in the Shenbao in 1941
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1941
Month	February
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	7
Location on page	BD
Area Code	C4
ACTORS
Business sector	N 1
Product type	Baking powder
Advertiser	ROYAL BAKING POWDER COMPANY CONNELL BROTHERS COMPANY, LIMITED
DISCOURSES
Textual elements	香甜可口之白糖小餅用「洛雅」燈製必獲成功雖新婚女士亦優爲之女士即使第一次製作此白糖小餅。但如用「洛雅」酵粉焙製。則製成之餅。仍必鬆脆酥嫩。香甜可口。「洛雅」酵粉具有最穩妥最可靠之發酵作用。能使任何焙製物。格外精美。格外可口。且能確保成功。預防損失。請必購此可靠之「洛雅」酵粉。白糖小餅製法麵粉三杯　洛雅酵粉一茶匙　食鹽四分之一茶匙　白糖一杯又四分之一　油料一杯　鷄蛋三個香草精一茶匙將乾料篩和。加油料。用义將其調匀。並將未打之鷄蛋及香料加入。在鋪有麵粉板上輾至甚薄。用
Visual elements	(B1) Realistic image of the package, displaying the trademark/logo (B3) Still-life-style illustration (appetite/taste appeal)
Appeal	Taste, appetite, utility
Language	Chinese, English
Comment	(A1, A2) Title/cath-phrase (taste/sweet appeal): appeal to taste (sweet, tasty cakes) and smell (fragrant), invitation to use the new product 'Royal Baking Powder' to obtain such tasty cakes (elegance and refinement appeal to women); superior quality, excellence (A3) Long rationa/emotional text (description of the product qualities and results (taste appeal)
Keyword(s)	press, newspaper, Shenbao, taste, fragrance, smell, elegance, woman, superiority, quality, excellence, superlative, cooking, recipe, utility, sugar, sweet, cake

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