342 | MADS

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Press

ID	342
Title	Multi-brand advertisement for International Dispensary (Cod Liver Oil) in the Shenbao in 1941
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1941
Month	February
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	14
Location on page	HD
Area Code	B2
ACTORS
Business sector	H 1
Product type	Cod liver oil
Advertiser	INTERNATIONAL DISPENSARY (FIVE CONTINENTS PHARMACY)
DISCOURSES
Textual elements	五洲乳白魚肝油地球牌麥精魚肝油天竹赤子的叢生　何異血球的繁殖　水僊挺秀的姿勢　何異壯健的青年功能　補益肺臟堅强骨骼肥壯肌肉助長發育夁調機構抵抗風寒挽救衰弱　五洲大藥房出品
Visual elements	(B3) Refined still-life style illustration (flowers in Chinese pots) creating a peaceful and luxurious atmosphere, somewhat disconnected to the product (B5) Play on color contrasts (white-lettered title on black background,)
Appeal	Health, child, strength, nation, race
Language	Chinese
Comment	(A2) Rational/Patriotic catch-phrase expressing the importance of having health babies to build a strong/healthy people/"race". Comparative method contrasting healthy/unhealthy people. (A3) Short rational text describing the product qualities/effects (to stimulate body growth/developpement, to strengthen the body, repair weakness)
Keyword(s)	press, newspaper, Shenbao, health, child, nation, patriotic, race, eugenics, cod liver oil, rational

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