Una rassegna di pubblicità di prodotti farmaceutici al limite tra scienza e ciarlataneria. Fine XIX secolo – Inizi XX secolo (2022)
Bovone, Giulia (Author)
Atti e Memorie, Rivista di Storia della Farmacia
Volume: 39
Issue: 1
Pages: 49-58
The diffusion of the press to all social levels in the late nineteenth century, became a sure way of advertising the products of the growing “large scale” pharmaceutical market to the masses. In such a competitive market, however, it was difficult to emerge, and to do so it was necessary to use every possible means to attract the attention of the buyer. This difficult task was entrusted to captivating slogans, such as “Kinglax, the laxative for every pathology” or “Pink Pills for pale people” or Lattopurgin, with: “Do you believe the doctor, or do you believe your experience?”. Sometimes, however, a pounding advertisement was not enough, especially if the product tried to stand out among hundreds of similar competitors, and in this case lots of publications were made to help convince the public what product was the best, accompanied by testimonials of those who had tried the product. But the apex of ingenuity was reached by those medicines and medical devices that lived on the border between science and quackery, which fielded everything and more to be competitive, succeeding, or failing in a catastrophically comical way.
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