Jump to ContentJump to Main Navigation
Becoming ChinesePassages to Modernity and Beyond$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

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

Chapter:
(p.62) Two Marketing Medicine and Advertising Dreams in China, 1900–1950
Source:
Becoming Chinese
Author(s):

Cochran Sherman

Publisher:
University of California Press
DOI:10.1525/california/9780520219236.003.0002

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

California Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.