Between Commerce and Professionalism: The Changing Form, Role and Significance of the Medical Trade Catalogue in Britain, 1880--1914 (cited 2010)
This thesis relates the medical industry¿s development of the trade catalogue in Britain, between 1880 and 1914, to medical practitioners and their professional codes of ethics. Under such codes, the profession rejected practitioners¿ involvement in product advertising to the public as it sought to gain respectability by distancing medicine from commercial trade practices. However, this thesis demonstrates that the profession accepted medical trade catalogues as a form of advertising solely to clinical audiences, with practitioners serving both as regular readers and as contributors. Within the confines of the catalogues, practitioners could balance the conflicting demands of medical professionalism and the consumerism that was almost impossible to avoid in this period. This thesis argues that medical trade companies distinguished their catalogues from other forms of advertising not only by making the catalogue readership exclusive to medical practitioners but also by using the same physical elements as a medical reference book: an informative and educational publication the profession accepted. The medical trade catalogue therefore achieved a unique status within the profession as a hybrid form of both advertising and medical reference material.
...MoreDescription Defense date not indicated; cited by UMI in 2010. Cited in ProQuest, UMI Dissertations Publishing. Proquest Document ID: 1033192047.
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