|
Abstract The modern medical advertisements play an important role in tonic and consumer culture. However， it remains to be seen whether the gender bias of drugs can be shaped by the current situation. Taking angelica as an example， based on the existing research， this paper firstly clarifies the context knowledge from Yuan dynasty to the pre-modern period， believing that curing female diseases did not become the main function in its description. In modern times， changes have been made in the 1930s. The description before the 1930s did not change much compared with the Ming and Qing dynasties. After that， women was gradually narrated as the main efficacy. In this period， angelica preparation advertisements at home and abroad， with the help of indigenous knowledge of medicine， and that has been passed from east to west and back again. Emphasized the treatment of women’s diseases， such as regulating menstruation as the curative effects that were most in line with the “scientific” national medicine and the needs of the time. In late 1940s， not only advertisements and the daily consumption influenced by them， but also the pharmacology and new herbal medicine are lean to narrate female diseases. The different expressions and emphases of the two carriers jointly recorded the process of angelica becoming the female medicine under the background of modern changes，such as the scientized national medicine and the Chinese national goods movement.
|
|
Received: 01 June 2020
|
|
|
|
2020, Vol. 59 
