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商品宣傳與法律知識─1920-30年代虎標永安堂藥品的「反仿冒」廣告

Bylofen

7 月 9, 2014
1923年2月3日,新加坡《新國民日報》

《蘇州科技學院學報》第31卷第2期(2014年3月),頁29-36。

十九世紀末開始,報紙成為世界各地傳布消息的主要媒體。隨著報紙大量發行,支持報紙商業運作的廣告也成為提供資訊的重要來源。在各種報紙廣告中,刊登最多、篇幅最大、最為醒目的,大概要屬香煙和藥品的廣告。

本文集中探討1920年代至1930年代新加坡、上海和臺灣的幾份報紙上藥品廣告裡蘊含的法律知識及其迷思,選取的對象是緬甸華商胡文虎(Aw Boon Haw,1882-1954)和胡文豹(Aw Boon Par, 1888-1944)兄弟的虎標永安堂藥品。

研究發現:虎標藥品的報紙廣告,除了和其他藥品一樣,聲稱「迅速有效,否則退費」,有一項特別強調的重點,便是用心用力打擊其他類似的藥品,以樹立自家獨一無二的地位。

虎標藥品的「反仿冒」廣告,經由「動之以情」、「發之以怒」、「諷刺嘲笑」、「辨清真假」、「誘之以利」、「繩之以法」等形態,傾注打擊仿冒的決心。尤其是詳細陳述捉拿仿冒者的經過、公開仿冒商號及產品的名字、羅列商標法和刑法對正規產品的保護,對一般消費者提供了基本的法律知識。

Anti-Counterfeiting: Newspaper Advertising and Knowledge of Tiger Brand’s Yong An Tang (Eng Aun Tong) Medicinal Products in the 1920s to 1930s

Journal of Suzhou University of Science and Technology, Vol. 31, No.2,  pp.29-36, March 2014.

Newspaper was the mainstream media of spreading news since late 19th century. In the wake of broadly publishing, the advertisement which support the operation of newspaper, also became important information provider. Cigarette and medicine advertisements were probably the most quantity and capacity in print, and the most significant categories in variety.

To inquiry the law knowledge in newspaper, the thesis concentrates on few kinds of newspaper published in Singapore, Shanghai, and Taiwan from 1920s to 1930s, and targets on Tiger Brand’s Yong An Tang founded by Aw Boon Haw (1882-1954) and Aw Boon Par (1888-1944) brothers.
The result revealing the advertisement of Tiger Brand’s Yong An Tang medicine, in addition to claim “Medicine will take effect immediately, or we will refund”, in order to establish their unique status, do its utmost to strike other resembling medicine.

The “Anti-Counterfeiting” advertisement of Tiger Brand’s Yong An Tang by means of “motivate with sensation”, “express the anger”, “sarcasm”, “tell the reality”, “…bribe”, “bring to justice”, to devote to strike the counterfeiting. Particularly, they stated the course of arresting counterfeiter in detail, announced the brand of counterfeiter and its product in the meantime, provide the consumers basic law knowledge.

By lofen