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The Long Eighteenth Century
- Publisher
- Springer International Publishing
- Copyright
- © The Editor(s) (if applicable) and The Author(s) 2018
- ISBN
- 978-3-319-69777-2
- Pages
- 231 –259
- DOI
- 10.1007/978-3-319-69778-9_8
- Publisher site
- See Chapter on Publisher Site
Abstract
[The newspaper advertisements and other printed material achieved their two functions of enhancing sales and exploiting the imagination by increasing the consumer’s confidence, promoting familiarity and preserving a degree of mystery. Confidence in the medicines was generated predominantly by a low-key style supported by the authority of the patent and the excise stamp, rather than the ‘hard sell’ which has often been considered an essential component of patent medicine advertising. Testimonials were used sparingly, and the security of the medicine’s composition by a single expert was emphasised. Repetition of advertisements and branding encouraged familiarity, but this did not reduce the potential benefits of mystery, as hardly any details of the recipe or the mode of action were allowed to emerge.]
Published: Dec 5, 2017