Colourful objects such as carboys have been used to attract a customer's attention for centuries. However colourful printed advertising has only been possible for about 100 years. Despite this pharmacies and apothecaries have used advertising since the 1600s. The first pharmacy related advert dates from 1652 and was in A Perfect Diurnall.
Adverts in the 1600s and 1700s were characterised by dubious claims, offerings of cheap advice, rivalry and collective advertising which was inserted in the form of a letter.
Advertising in the 1800s and 1900s
In the 1800s advertising made wild claims and included many testimonials.
Advertisement for carbolic smoke ball
The Carbolic smoke ball advertisement shown here said it could cure colds, cold in the head, cold in the chest, catarrh, asthma, bronchitis, hoarseness, loss of voice, influenza, hay fever, throat deafness, sore throat, snoring, croup, whooping cough, neuralgia and headaches.
Ceramic advertising figure
Pharmaceutical advertising used many different forms:
- Newspapers and later magazines
- Trade cards illustrated by engravings and woodcuttings were used in the 1700s
- Handbills, handed to people in the street
- Colourful posters
- Items that could be displayed within the pharmacy, such as ceramic figures and cardboard cut-outs
Brand identification and advertising became much more important in the 1800s. Between 1850 and 1900 the annual sales of proprietary medicines rose from around £500,000 to £4 million. This forced more competition in the market.
Advertisement for Steedman's powders
Colours were used to attract people to the advertisements and allow people to associate the colours with the medicine, such as Dr Williams Pink Pills for Pale People.
