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PHARMACEUTICAL ADVERTISING DESIGN
PHARMAZEUTISCHE WERBEGRAPHIK
PUBLICITÉ POUR PRODUITS P H A R M A C E U TI Q U E S
Victor Tras off
[Deutscher Text: 208]
The function of pharmaceutical advertising design is
fundamentally to convey an educational message relating
to the treatment of people with drugs. In this sense it is, like
copy, a medium for lodging an idea in the mind of a technical
specialist, the practising physician. Everything that design
does that advances the message to be carried makes for good
pharmaceutical advertising art. Everything that design does
which detracts from the message or calls too much attention
to itself makes for bad pharmaceutical advertising art.
[Texte frangais: page 221]
The years since the war have seen a tremendous growth in
the field of medicine. This has become the golden era of
antibiotics and metabolic agents, the fulfilment of the dreams
of Ehrlich and Pasteur. As the industry has grown, so have the
demands made upon the pharmaceutical art designer and so
have his opportunities. And as these have grown, so has the
competition. Today the average physician in America receives
over fifty pieces of mail per week.
In this perspective it becomes evident that the designer
