title: [Pharmaceutical and parapharmaceutical advertising of Annales vertes in 1927].
abstract: The journal Les Annales, under the direction of Adolphe Brisson, was deeply modified by Pierre (Adolphe's son) who decided to publish in 1927 the first issue of Les Annales with a green cover, so called Les Annales vertes. This journal contained a lot of pharmaceutical as well as parapharmaceutical advertising. It is the useful to make an analysis of it at a period which is just preceding the 1929 financial krasch and which is characterized by large advertising budgets in the pharmaceutical industry. Directed toward the general population, advertising was mainly targeting women and patients suffering from anaemia, intestinal transit diseases, or corn. It is also an opportunity to observe the dynamism of some pharmaceutical companies, most of which have disappeared since then. This very large amount of advertising, indeed in excess, will drive ultimately to change the law a few years later in order to control more and more tightly this activity of advertising that targeted the general population as well as medical doctors and pharmacists.
authors.forename: Bruno
authors.initials: B
authors.lastname: Bonnemain
mesh_terms: D000329:Advertising / Q000266:history*; D004345:Drug Industry / Q000266:history; D005602:France; D049673:History, 20th Century; D006801:Humans; D004366:Nonprescription Drugs / Q000266:history*; D004364:Pharmaceutical Preparations / Q000266:history*; D010594:Pharmacies / Q000266:history
chemical_list: D004366:Nonprescription Drugs; D004364:Pharmaceutical Preparations