T h e S t o r y o f M e d i c a l A dvertising i n A m e r i c a The A dvertisements ... ... in Medicine Avenue are interspersed throughout the text so as to be representative of the historical period being described. They were selected for their creative excellence and also to illustrate themes typical of medical advertising—for example, the depiction of symptoms, scientific explanation of drug mechanisms, and the patient's positive response to medication. Our selection was limited to available material and so, as was noted previously, we may have inadvertently neglected worthy work. We believe the advertising included speaks to the writing and design skill displayed by our industry over the years—talent, of which we in medical advertising can he proud. A gency Names Over the years the names of medical advertising agencies have changed with mergers, new principals rising from the ranks, and acquisitions by consumer agencies. Medicine Avenue has not attempted to trace this shifting nomenclature. The transience of names presents too complex a historical process and, in our opinion, is incidental to the overall story of medical advertising in America. Where a name change represents a turning point, it is noted, but for the most part, we have stayed with the foundation names of agencies, dropping secondary elements for brevity. For example, William Douglas McAdams, after first mention is shortened to McAdams. L.W. Frohlich/Intercon becomes Frohlich. This editing not only speeds up the text but is true to the language of the industry where abbreviated names—Sudler, Torre, Rosenthal, Lally, Ferguson, etc.—are part of the working vocabulary. 19
RkJQdWJsaXNoZXIy NDMwNDAx