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Becoming ChinesePassages to Modernity and Beyond$
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Wen-hsin Yeh

Print publication date: 2000

Print ISBN-13: 9780520219236

Published to California Scholarship Online: March 2012

DOI: 10.1525/california/9780520219236.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 27 September 2021

Marketing Medicine and Advertising Dreams in China, 1900–1950

Marketing Medicine and Advertising Dreams in China, 1900–1950

(p.62) Two Marketing Medicine and Advertising Dreams in China, 1900–1950
Becoming Chinese

Cochran Sherman

University of California Press

This chapter examines the marketing and advertising of medicine in China during the period from 1900 to 1950, particular Chinese-made and Western-style patent medicines. It describes the case of Huang Chujiu, manufacturer and distributor of the so-called new medicine known in early twentieth-century Chinas as the King of Advertising. It suggests that Huang played a pivotal role in advertising by taking ideas and images from the Chinese elite and disseminating his version of these ideas and images in promotional campaigns. Huang and other sellers also used images of the West in their advertising.

Keywords:   medicine, marketing, advertising, China, Huang Chujiu, promotional campaigns

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