| "Bailingji" is a health care drug produced by Jiufu company under the name of Huang Chujiu,a wealthy businessman in Shanghai during the period of the Republic of China.In order to improve the popularity and sales volume of "Bailingji",Jiufu company published a large number of advertisements of "Bailingji" for a long time in major newspapers at that time,among which the number of advertisements in Shenbao was the most.Not only that,the "Bailingji" advertising types published in Shenbao are also the most abundant,and the publishing cycle is more than 10 years.Based on Shenbao,supplemented by other important newspapers and periodicals in the period of the Republic of China,such as Xinwenbao,Shibao,Dagongbao,Jingbao and other newspapers,as well as the health bulletin,industrial bulletin,trademark bulletin and other periodicals,this paper analyzes the quantitative characteristics,type characteristics,advertising marketing strategies and some social factors of the "Bailingji" advertisement.This paper makes a detailed analysis and exploration of the social history and culture history,and makes a further analysis of the reasons for the emergence and extinction of some social phenomena and social concepts by combining with the advertisements and relevant historical materials of "Bailingji".At the same time,taking "Bailingji" as the breakthrough point,explores the reasons for the large number of low-quality drugs and health care products and unscrupulous advertising in the period of the Republic of China,as well as the government’s supervision and management of the drug and health care products market and the people’s understanding of this problem.In addition,this paper also introduces the development and operation history of Jiufu company,which produces and sells "Bailingji",in order to have a more comprehensive understanding of "Bailingji".and understanding of the social background and historical reasons why "Bailingji" can come out,produce and sell,and get famous. |
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