| The News of Pictorial founded by Pan Dawei and Gao Jianfu in 1905 was the first lithographic pictorial in Guangdong and stopped publication in 1913,which was published 142 issues totally and remained 139 now.With its radical political nature and distinctive artistic quality,The News of Pictorial not only occupied a place in the history of the pictorial in the late Qing Dynasty,but also attracted the attention of historians for its news and folk art of Lingnan region.At the same time,the medical advertisement in the pictorial has been ignored.The medical advertisements published in The News of Pictorial included 285 kinds of drugs,75 clinical cases,1 medical and health periodical,and involving 35 medical institutions.285 kinds of drugs could be subdivided into tonic drugs,therapeutic drugs and health care drugs.With literature analysis as the main research method,this paper uses the knowledge of history,medicine and other disciplines,combined with the images of advertisements,to outline the panorama of medical advertisements in The News of Pictorial,so as to have a bird’s eye view of the changes of modern medical culture and disease spectrum in Guangzhou.The first topic is about the medical culture,after the western medicine propagating to the east,the elements of traditional Chinese medicine gradually fade in the pharmaceutical advertising,replaced by the western medicine terminology,two kinds of medicine theory was mixed in the advertisement,it is seem to found a way to combine Chinese medicine and the western medicine,actually,the fact is that drug dealer want to eliminate the doubt about the western medicine of the public;On the other hand,the medicine presents a situation of polarization in the advertisement,the consumers of tonic products are generally the upper class of the society,while the buyers of the therapeutic drugs are mostly the bottom class,the public take themselves seat in the society spontaneously,in line with Bourdieu’ s theory of Consumption Stratification.the main reader of The News of Pictorial was rural women and children,which make them better adapt to Old Health View,therefore,the means of WeiSheng in the pharmaceutical advertising was health instead of hygiene,this is rebellious behavior of those people who are not in upper society in late Qing Dynasty,is another picture of the history of the modern WeiSheng;Drug advertisements,which are keen to attach to the Strong Species,are a self-rescue for male individuals in the society,while drugs for women,although they also use Civilized and other words,still stay in the body level of care,without really touching on Feminism.In terms of disease spectrum,taking Miasma as the main clew and combining the different interpretations of Miasma by ancient and modern scholars,explain that it was reasonable for the medical advertisements in The News of Pictorial,including drugs for the malaria,plague,cholera,unacclimatized,skin diseases and epidemic prevention.Through the ingredients of drugs for opioid-withdrawal and syphilis,found that opioid-withdrawal join opium or similar ingredients can avoid the drugster dead suddenly in the process of opioid-withdrawal,the main ingredients of the drugs for syphilis is mercurial,it is more suitable for the poor people in terms of the economic and curative effect,medical value of the two drugs should be affirmde.Put the medical advertisement in the medical professional perspective,focus on the efficacy of drugs,although there are reliable ones in the drug advertisement,the advertising copy is vague and excessive,which greatly endangers the life and safety of the buyers.In addition,the medical directory made up by the advertisement of 75 clinical cases in The News of Pictorial and two charity that donated western medicine to deliver,not only made up for the shortage of medical resources in Guangzhou,to some extent,but also became a buffer zone in the transformation of modern medical system,which was the biggest highlight of many advertisements.Medical advertising of The News of Pictorial likes a public diary written by all the social public,although it is not like the historical meterials of political and economic history,which has a grand narrative,however,with its strong Citizen Spirit,it has taken in all kinds of modern China,including unscrupulous merchant,innovator of medical community,the drugs of opium and syphilis,people who want save oneself and the nation,everyone can find a proper place to put their anxiety and appeal in the advertising.Medical advertising never has deep meaning and grate purpose,it uses its own way to engrave and draw people’s livelihood and set up a stage in which people play the leading role,presenting gentle and real life scenes in the late Qing Dynasty and early Republic of China. |
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