日治時期臺灣報紙廣告的「梅毒藥」商業論述研究

Advertising Discourse on Syphilis Remedies in Taiwan’s Newspapers during the Colonial Period

本研究深入討論日治時期刊載於臺灣報紙的梅毒藥物廣告的商業論述。藉由分析「梅毒藥」廣告的內容，本研究說明疾病與治療的不實宣傳內容如何形成，並且分析這些偽稱——通常是假「科學」之名，包括有爭議的治療方式和消費建議——如何達成說服效果。透過「梅毒藥」廣告的研究，本研究觀察性病治療的通俗論述如何隨著時間而變遷，並說明這樣的變化與殖民地臺灣社會文化之間的關係。

This study delves into the commercial discourse of syphilis medicine advertisements in Taiwan Daily News during the colonial period. By analyzing the content of“syphilis remedies”advertisements, the study explains how false claims about syphilis and its treatment were formulated. It further examines how these misleading claims—often under the guise of“science,”including controversial treatments and consumption recommendations—attempted to beguile consumers. This research examines how popular discourse on venereal disease treatments evolved over time and situates these changes in the sociocultural context of colonial Taiwan.