358 | MADS

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Press

ID	358
Title	Advertisement for Zhongxinghang (中興行) Toothpaste (堅爾齒牙膏 Jin’anchi yagao) in the Shenbao, Jan 1, 1949
Source	Shenbao
Type	Daily newspaper
TEMPORAL ENVIRONMENT
Year	1949
Month	January
Day (number)	1
Day	Saturday
SPATIAL ENVIRONMENT
Page	10
Location on page	BC
Area Code	B3
ACTORS
Business sector	H 2
Product type	Tootpaste
Advertiser	ZHONGXING COMPANY
DISCOURSES
Textual elements	堅爾齒牙膏藥劑配製　一支可抵四支之用多泡　殺菌　白齒　爽口慎防影戤　購時認明中興行出品
Visual elements	(B1) Image of the package (toothpaste tube) (B3) Woman's face as illustration
Appeal	Rational, hygiene, health, taste
Language	Chinese, English
Comment	(A2) Slogan (hygienic, disinfectant, fresh, tasty, resulting in white teeth) (A3) Short rational text (explaining how to use the product), (A3) Warning against imitations (invitation to identify to original trademark)
Keyword(s)	Newspaper, press, Shenbao, Rational, emotional, toothpaste, use, woman, beauty, appearance, tube, package, hygiene, typography, contrast, black, white, fresh, taste,

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