title: The public presentation of Blue Cross, 1935-1965.
abstract: I explore the public presentation of Blue Cross, examining in detail the political, cultural, and institutional messages that shaped its advertising. Blue Cross advertisements had the twin purpose of attempting to increase the number of its own subscribers while criticizing the idea of a national health insurance policy. These twin aims did structure the Blue Cross campaigns but may well have worked at cross-purposes.
authors.affiliation: Columbia College of Physicians and Surgeons.
authors.forename: D J
authors.initials: DJ
authors.lastname: Rothman
mesh_terms: D054598:Blue Cross Blue Shield Insurance Plans / Q000266:history*; D006291:Health Policy / Q000266:history*; D049673:History, 20th Century; D006801:Humans; D009518:New York; D009937:Organizational Objectives; D016134:Organizational Policy