[The commercial advertising brochures (Fang Dan) in the medical and health archives in the period of the Republic of China in Beijing].

Abstract

The commercial advertising brochures (Fang Dan) were descriptive documents used by old shops to introduce the features, purposes, and use of products. The medical and health brochures (Fang Dan) in the period of the Republic of China in the Beijing area were examined in this paper. Among them, a total of 356 brochures (Fang Dan) were collated and reclassified, excluding duplicates and double-sided printings. After that, a total of 339 Fang Dan were identified effectively. These Fang Dan were specifically examined in terms of the functions of Chinese patent medicine, usages, taboos and format designs. They were categorised into five major types of traditional Chinese medicine: internal medicine, surgery, gynecology, pediatrics and others. It was found that 120 brochures were on internal medicine, 73 on surgery, 64 on gynecology, 29 on pediatrics, and 55 on others. The results demonstrated that these brochures (Fang Dan) were rich in story-telling and the manufacturers of traditional Chinese medicine placed a high value on brand building and the quality of raw materials. This indicates the state of the traditional Chinese medicine industry in the Beijing area in the period of the Republic of China.