I love this photo by Mr. Jan Chipchase’s from the streets of Xi’an!
I would interpret the newspaper picture of a doctor, laid out as a virtual shop floor for the improvised pharmacy as a “sign”. It is an artefact whose message visitors to the shop are expected to internalise upon seeing. I would speculate that the the newspaper photo aims to signal competence and professionalism. Thereby, upon seeing it customers are expected to feel reassured. Weather or not the trust-building process actually works would depend on the cultural-historical background of the customers. Yet again, thanks for a great example!