Chapter

Marketing Medicine and Advertising Dreams in China, 1900–1950

Cochran Sherman

in Becoming Chinese

Published by University of California Press

Published in print April 2000 | ISBN: 9780520219236
Published online March 2012 | e-ISBN: 9780520924413 | DOI: http://dx.doi.org/10.1525/california/9780520219236.003.0002
Marketing Medicine and Advertising Dreams in China, 1900–1950

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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

Chapter.  17504 words. 

Subjects: Asian History

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