The purpose of this paper is to examine advertising placed within Kai Tiaki: The Journal of Nurses of New Zealand. The periodization for this study is 1908-1929, a chronological time span and approach that incorporates the first issue of the Kai Tiaki in 1908 and ending 1929, thus representing the launch of the journal and first two decades of its production. During this period, New Zealand nursing was emerging as an organised and professionalised body of health-care workers. At the same time, New Zealand, Britain’s most distant “dominion”, was beginning to realise its own nationhood and growth.,The primary source of data was digitalised Kai Tiaki issues between 1908 and 1929. Each four issues for every year were analysed. All advertisements were coded (n = 1895), followed by a qualitative content analysis in which key themes were derived.,Five overarching themes were found. The two main themes were the proliferation of therapeutic “tonics” and the second the relationship of nurses to them that was profiled by advertisers. The three remaining themes were accommodations, lifestyle and the nurses “role” as nurse, handmaiden or mother. Conclusions discuss reasons for key findings, and, in particular, the reinforcement of the traditional nursing role, which was often at odds with the increased technological roles and responsibilities nurses were undertaking. In turn, advertisers saw the nursing profession as a new and potentially lucrative market of women with disposable income and influence in the health field.,To date, there is a scarcity of marketing analysis that examines advertising placed in trade journals and in particular for early twentieth century health-care professionals. Through a lens of advertising analysis, this study investigates the advertising nursing readership of the day was exposed to and the motives and tactics used by those interested in expanding both health-care worker and consumer markets through a singular strategy.

中文翻译：

---

“安静的神经和沉稳的姿势”

本文的目的是研究放置在Kai Tiaki：新西兰护士杂志中的广告。这项研究的周期是1908-1929，按时间顺序排列，并纳入了1908年至1929年末的第一期Kai Tiaki，因此代表了该期刊的发行以及其生产的前二十年。在此期间，新西兰护理逐渐成为一个有组织，专业的卫生保健工作者团体。同时，英国是英国最遥远的“统治者”，开始实现自己的国家地位和发展。主要的数据来源是对1908年至1929年之间的Kai Tiaki问题进行数字化处理。每年分析四次。所有广告均已编码（n = 1895），然后进行定性内容分析，得出关键主题。找到了五个总体主题。两个主要主题是治疗性“补语”的泛滥，第二个主题是广告商介绍的护士与护士的关系。剩下的三个主题是住宿，生活方式和护士作为护士，女仆或母亲的“角色”。结论讨论了关键发现的原因，尤其是传统护理角色的强化，这通常与护士所承担的技术角色和职责的增加相矛盾。反过来，广告客户将护理行业视为具有可支配收入并在卫生领域具有影响力的女性的新市场，并可能获得丰厚的利润。迄今为止，缺乏营销分析来研究放置在贸易期刊上的广告，尤其是早期的广告。二十世纪的卫生保健专业人员。