岸田银古在报纸上刊登的药品广告。

[The advertisements of drug in newspaper by Ginkou Kishida].

作者信息

Amano H, Kawabuchi M, Tanaka Y, Saitou A, Sugihara M

机构信息

The Japanese Society of History of Pharmacy.

出版信息

Yakushigaku Zasshi. 1992;27(2):102-8.

PMID:11639704

Abstract

Ginko Kishida, who was a journalist formerly, took advantage of newpaper to publicize ophthalmicus. He put an advertisement expressed by only characters in Yokohama-mainichi-shinbun just founded. After that, he employed advertisement with illustration. In the beginning, the advertisement laid stress on spreading the name of the ophthalmicus, "Seikisui." The advertisement published in Meiji 8th, appealed variation of ophthalmic diseases and their causes, besides it expressed effective of "Seikisui." His contributions to convey the information of drug were difficult to distinguish between advertisement and articles. Nowadays, advertisement of drug imitating the articles are popular. Needless to say, Ginko Kishida was the pioneer of the style of present advertisement of drug.

摘要

岸田吟香曾是一名记者，他利用报纸宣传眼药水。他在刚创刊的《横滨每日新闻》上刊登了一则纯文字广告。之后，他采用了带插图的广告。起初，广告着重宣传眼药水“精水”的名称。明治八年刊登的广告，除了介绍“精水”的功效外，还阐述了眼科疾病的变化及其成因。他在传播药品信息方面的贡献，使得广告与文章难以区分。如今，模仿文章形式的药品广告很流行。不用说，岸田吟香是当今药品广告风格的先驱。