History and Humanities in Dermatology
Advertising in Actas Dermosifiliográficas, 1909–1939
Publicidad en Actas Dermosifiliográficas (1909-1939)
R.M. Díaz-Díaz
Sección de Dermatología, Hospital Universitario Infanta Sofía, San Sebastián de los Reyes, Madrid, Spain
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Díaz-Díaz" "autores" => array:1 [ 0 => array:3 [ "nombre" => "R.M." "apellidos" => "Díaz-Díaz" "email" => array:1 [ 0 => "rmaria.diaz@salud.madrid.org" ] ] ] "afiliaciones" => array:1 [ 0 => array:2 [ "entidad" => "Sección de Dermatología, Hospital Universitario Infanta Sofía, San Sebastián de los Reyes, Madrid, Spain" "identificador" => "aff0005" ] ] ] ] "titulosAlternativos" => array:1 [ "es" => array:1 [ "titulo" => "Publicidad en <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas</span> (1909-1939)" ] ] "resumenGrafico" => array:2 [ "original" => 0 "multimedia" => array:7 [ "identificador" => "fig0025" "etiqueta" => "Figure 5" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr5.jpeg" "Alto" => 1600 "Ancho" => 999 "Tamanyo" => 174399 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0035" class="elsevierStyleSimplePara elsevierViewall">Arsenic compounds from Laboratorios FAES.</p>" ] ] ] "textoCompleto" => "<span class="elsevierStyleSections"><span id="sec0005" class="elsevierStyleSection elsevierViewall"><span class="elsevierStyleSectionTitle" id="sect0025">Introduction</span><p id="par0005" class="elsevierStylePara elsevierViewall">We agree with Dr. Fernández Herrera y Torrelo when he said that our journal, <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas,</span>is the most valuable legacy and the greatest asset of the Spanish Academy of Dermatology and Venereology (AEDV).<a class="elsevierStyleCrossRef" href="#bib0005"><span class="elsevierStyleSup">1</span></a></p><p id="par0010" class="elsevierStylePara elsevierViewall">The journal has published several articles about its own history<a class="elsevierStyleCrossRefs" href="#bib0010"><span class="elsevierStyleSup">2,3</span></a> covering a period that stretches back 102 years.</p><p id="par0015" class="elsevierStylePara elsevierViewall">The aim of the present article is to contribute some information about the advertising that appeared in the pages of the journal during its first 30 years of publication.</p><p id="par0020" class="elsevierStylePara elsevierViewall">Like other authors,<a class="elsevierStyleCrossRef" href="#bib0020"><span class="elsevierStyleSup">4</span></a> we believe that advertisements are a rich source of historical information, providing us as dermatologists, in an entertaining way, a historical review of the treatments used in our specialty over the decades.</p><p id="par0025" class="elsevierStylePara elsevierViewall">The term <span class="elsevierStyleItalic">marketing</span> refers to the whole process of promoting and selling a product from the moment it is created until it is purchased. This process involves many aspects and it is on these, to a greater or lesser extent, that the commercial success or failure of the product depends. Advertising is one such factor.<a class="elsevierStyleCrossRef" href="#bib0025"><span class="elsevierStyleSup">5</span></a></p><p id="par0030" class="elsevierStylePara elsevierViewall">An advertisement is a communication intended to convince the customer of the worth of a product.<a class="elsevierStyleCrossRef" href="#bib0030"><span class="elsevierStyleSup">6</span></a> If we were to apply this definition to the advertisements that appear in our journal, we could say that it is advertising targeting dermatologists through the medium of a medical journal.</p></span><span id="sec0010" class="elsevierStyleSection elsevierViewall"><span class="elsevierStyleSectionTitle" id="sect0030">Advertising Between 1909 and 1936</span><p id="par0035" class="elsevierStylePara elsevierViewall">From the start of the publication of <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas</span> in 1909, advertising was present in the journal and the revenue appeared in the society's books under the heading “accounts receivable.” Income from this source, which started out as 260 pesetas, had risen by 1926 to 4430 pesetas.</p><p id="par0040" class="elsevierStylePara elsevierViewall">Initially, the list of advertisers was rather short and most of the advertisers were private individuals who provided a postal address to which physicians could apply for the products advertised rather than pharmaceutical companies as we know them today. Later, the journal started to publish a list of advertisers, which included some pharmaceutical companies, their business addresses, and the products they sold.</p><p id="par0045" class="elsevierStylePara elsevierViewall">In 1932, the Academy's Board of Directors decided to modify the advertising rates and created a new scale with different prices for different types of advertisements depending on where they appeared in the journal (front cover, full page, set in text, display format, etc.) (<a class="elsevierStyleCrossRef" href="#fig0005">Fig. 1</a>).</p><elsevierMultimedia ident="fig0005"></elsevierMultimedia><p id="par0050" class="elsevierStylePara elsevierViewall">In addition to the new scale for advertising, a second rate sheet was produced (called “the 2nd”), which listed the prices for loose inserts (blue or yellow sheets). Very few of these inserts survived when the journals were bound into the volumes now archived in the Academy's library.</p><p id="par0055" class="elsevierStylePara elsevierViewall">The oldest advertisement that appears in the archive refers to “Iodargirum”, a preparation of iodo-cacodylate of mercury sold by the pharmacist Mr. Llopis (<a class="elsevierStyleCrossRef" href="#fig0010">Fig. 2</a>).</p><elsevierMultimedia ident="fig0010"></elsevierMultimedia><p id="par0060" class="elsevierStylePara elsevierViewall">Our review of the advertising published during this period reveals that the products most often advertised were those related to the treatment of sexually transmitted diseases, a finding that agrees with the observation of another author.<a class="elsevierStyleCrossRef" href="#bib0020"><span class="elsevierStyleSup">4</span></a> This predominance is logical when we take into account that the diagnosis and treatment of venereal diseases constituted a large part of the professional activity of dermatologists in the first third of the last century.<a class="elsevierStyleCrossRef" href="#bib0035"><span class="elsevierStyleSup">7</span></a> Advertisements can be found for arsenic compounds, different bismuth compounds for parenteral use, and drugs that combined bismuth, mercury, and arsenic. Also common were advertisements for oral and topical arsenic preparations (<a class="elsevierStyleCrossRef" href="#fig0015">Fig. 3</a>).</p><elsevierMultimedia ident="fig0015"></elsevierMultimedia><p id="par0065" class="elsevierStylePara elsevierViewall">Before the Civil War, some pharmaceutical representatives in Spain, such as Robert Soyer, offered dermatologists a wide variety of products for the treatment of patients with tuberculosis, syphilis, and leprosy.</p><p id="par0070" class="elsevierStylePara elsevierViewall">Given its importance in dermatological practice, topical therapy deserves special mention.</p><p id="par0075" class="elsevierStylePara elsevierViewall">The topical armamentarium in this era was dominated by a series of products called the <span class="elsevierStyleItalic">Dermosas</span> (<a class="elsevierStyleCrossRef" href="#fig0020">Fig. 4</a>). These were manufactured by a company in northern Spain run by the pharmacist Joaquim Cusí y Fortunet, who founded a family business selling medical products in 1902. Armed with these <span class="elsevierStyleItalic">Dermosas</span>, the dermatologists of the day could try to cure a wide variety of skin conditions. Cusí produced a <span class="elsevierStyleItalic">Dermosa</span> for the treatment of eczema containing Dohi paste, a compound named after Professor Keizo Dohi that comprised a mixture of tar, sulfur, and zinc oxide in a fatty excipient. Pyodermas were treated with the chloramine-based <span class="elsevierStyleItalic">Dermosas</span> Clorazin and Dercusan. Dermatologists also prescribed all-purpose topical treatments that could be used to treat any kind of dermatitis. These included the zinc, oxymercuric, and “refreshing” <span class="elsevierStyleItalic">Dermosas</span>, the last of which was a formula devised by Paul Gerson Unna. After application, depending on the case, dressing with Cusí’s waxed mesh or hydrophilic gauze or cotton was recommended.</p><elsevierMultimedia ident="fig0020"></elsevierMultimedia></span><span id="sec0015" class="elsevierStyleSection elsevierViewall"><span class="elsevierStyleSectionTitle" id="sect0035">The Period Between 1936 and 1939</span><p id="par0080" class="elsevierStylePara elsevierViewall">In the closing months of the Spanish Civil War (1936-1939), advertisements for cosmetics start to appear, including a hair setting lotion called NEOFIX and an advertisement for Perfumería GAL S.A. featuring a text clearly influenced by the political context of the time.</p><p id="par0085" class="elsevierStylePara elsevierViewall">Advertisements for the treatment of sexually transmitted diseases continue to predominate. These included, Novarsenobenzol (Billon) and an oral arsenic compound, both sold by the Societé Parisienne d’Expansion Chimique (SPECIA)—a predecessor of the pharmaceutical company Rhone-Poulenc—who advertised them with the inducement “included in the standard order of the military health authorities.”</p><p id="par0090" class="elsevierStylePara elsevierViewall">The same period saw the emergence of the arsenobenzenes, manufactured in Spain by the Fábrica Española de Productos Químicos y Farmacéuticos, S.A. (FAES) (<a class="elsevierStyleCrossRef" href="#fig0025">Fig. 5</a>) and in Italy by the Istituto Chemioterapico Italiano (ICI) in Florence.</p><elsevierMultimedia ident="fig0025"></elsevierMultimedia><p id="par0095" class="elsevierStylePara elsevierViewall">Laboratorios Cántabro de Santander advertised Hiposulfin, a product based on sodium thiosulfate that was used as a solvent in the treatment of patients intolerant to arsenobenzols. The company made the point in its advertisements that the product was “as cheap as double-distilled water.”</p><p id="par0100" class="elsevierStylePara elsevierViewall">Laboratorios Gil in Seville—a precursor of Farmacia “El Globo”—promoted Espirogil, a double iodide of bismuth and quinine, with the advertised advantage that the treatment was painless, although they added the recommendation “soak in hot water to facilitate injection.”</p><p id="par0105" class="elsevierStylePara elsevierViewall">Advertisement of bismuth-based compounds proliferated, with an interesting note on one from Laboratorios Pons a company located in the town of Lerida (present-day Lleida) indicating that the company has temporarily relocated due to the war when citing as an address “accidentally: Hotel Biarritz - San Sebastian).</p><p id="par0110" class="elsevierStylePara elsevierViewall">Another advertisement promotes Santal Monal imported directly from Paris for the treatment of gonorrhea (<a class="elsevierStyleCrossRef" href="#fig0030">Fig. 6</a>). This product was based on methylene blue formulated as a solution for intraurethral injection.</p><elsevierMultimedia ident="fig0030"></elsevierMultimedia><p id="par0115" class="elsevierStylePara elsevierViewall">The soft chancre could be treated with Dmelcos, a stabilized vaccine with a concentration of 225 million of Ducrey bacilli per cm<span class="elsevierStyleSup">3</span>.</p><p id="par0120" class="elsevierStylePara elsevierViewall">At this time new topical products appear, particularly antibacterials, such as “Dermocolesterina” produced by Mazuelos of Osuna, “Bálsamo Angelical” (heavenly balm) sold by Martín Nuñez of Zamora, and “Fomentobiol” by Serva.</p><p id="par0125" class="elsevierStylePara elsevierViewall">In short, the illustrated advertisements of the time reflect the start of a growing relationship between the pharmaceutical industry and scientific journals, which serve as a channel for marketing their products to professionals. This relationship, which still continues today, has become a mainstay both for the industry and for the economic viability of medical journals. The products advertised, almost all outdated today, also clearly reflect the therapeutic developments of the time, when they represented a qualitative leap in treatment. Finally, the advertising provides a window onto the social and political conditions of the era and the role of dermatologists, who mainly devoted their time to the management of sexually transmitted diseases.</p></span><span id="sec0020" class="elsevierStyleSection elsevierViewall"><span class="elsevierStyleSectionTitle" id="sect0040">Conflicts of Interest</span><p id="par0130" class="elsevierStylePara elsevierViewall">The authors declare that they have no conflicts of interest.</p></span></span>" "textoCompletoSecciones" => array:1 [ "secciones" => array:9 [ 0 => array:2 [ "identificador" => "xres335150" "titulo" => "Abstract" ] 1 => array:2 [ "identificador" => "xpalclavsec316744" "titulo" => "Keywords" ] 2 => array:2 [ "identificador" => "xres335151" "titulo" => "Resumen" ] 3 => array:2 [ "identificador" => "xpalclavsec316743" "titulo" => "Palabras clave" ] 4 => array:2 [ "identificador" => "sec0005" "titulo" => "Introduction" ] 5 => array:2 [ "identificador" => "sec0010" "titulo" => "Advertising Between 1909 and 1936" ] 6 => array:2 [ "identificador" => "sec0015" "titulo" => "The Period Between 1936 and 1939" ] 7 => array:2 [ "identificador" => "sec0020" "titulo" => "Conflicts of Interest" ] 8 => array:1 [ "titulo" => "REFERENCES" ] ] ] "pdfFichero" => "main.pdf" "tienePdf" => true "fechaRecibido" => "2012-11-02" "fechaAceptado" => "2013-10-23" "PalabrasClave" => array:2 [ "en" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Keywords" "identificador" => "xpalclavsec316744" "palabras" => array:3 [ 0 => "Dermatology" 1 => "History" 2 => "Advertising" ] ] ] "es" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Palabras clave" "identificador" => "xpalclavsec316743" "palabras" => array:3 [ 0 => "Dermatología" 1 => "Historia" 2 => "Publicidad" ] ] ] ] "tieneResumen" => true "resumen" => array:2 [ "en" => array:2 [ "titulo" => "Abstract" "resumen" => "<p id="spar0005" class="elsevierStyleSimplePara elsevierViewall">We review advertisements published in the journal <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas</span> between 1909 and 1939. Treatments for sexually transmitted diseases were advertised with particular frequency, and they offer a case in point that exemplifies the close relationship between the pharmaceutical industry and medical journals.</p>" ] "es" => array:2 [ "titulo" => "Resumen" "resumen" => "<p id="spar0010" class="elsevierStyleSimplePara elsevierViewall">Aportamos algunos datos acerca de los anuncios publicados en la revista <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas</span> durante el periodo 1909-1939. Destacan los anuncios relacionados con el tratamiento de las enfermedades de transmisión sexual. Son un ejemplo de la estrecha relación existente entre la industria farmacéutica y las revistas médicas.</p>" ] ] "NotaPie" => array:1 [ 0 => array:2 [ "etiqueta" => "☆" "nota" => "<p class="elsevierStyleNotepara" id="npar0005">Please cite this article as: Díaz-Díaz R. Publicidad en <span class="elsevierStyleSmallCaps">Actas Dermosifiliográficas</span> (1909-1939). Actas Dermosifiliogr. 2014;105:367–370.</p>" ] ] "multimedia" => array:6 [ 0 => array:7 [ "identificador" => "fig0005" "etiqueta" => "Figure 1" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr1.jpeg" "Alto" => 547 "Ancho" => 1002 "Tamanyo" => 123308 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0015" class="elsevierStyleSimplePara elsevierViewall">Advertising rates for Actas Dermo-Sifiliográficas. 1932.</p>" ] ] 1 => array:7 [ "identificador" => "fig0010" "etiqueta" => "Figure 2" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr2.jpeg" "Alto" => 1677 "Ancho" => 1001 "Tamanyo" => 312338 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0020" class="elsevierStyleSimplePara elsevierViewall">Iodargirum. 1909.</p>" ] ] 2 => array:7 [ "identificador" => "fig0015" "etiqueta" => "Figure 3" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr3.jpeg" "Alto" => 1456 "Ancho" => 999 "Tamanyo" => 148105 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0025" class="elsevierStyleSimplePara elsevierViewall">Advertisement for mercury rubs from Laboratorios del Norte.</p>" ] ] 3 => array:7 [ "identificador" => "fig0020" "etiqueta" => "Figure 4" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr4.jpeg" "Alto" => 638 "Ancho" => 852 "Tamanyo" => 50623 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0030" class="elsevierStyleSimplePara elsevierViewall">The <span class="elsevierStyleItalic">Dermosas</span> produced by Laboratorios Cusi.</p>" ] ] 4 => array:7 [ "identificador" => "fig0025" "etiqueta" => "Figure 5" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr5.jpeg" "Alto" => 1600 "Ancho" => 999 "Tamanyo" => 174399 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0035" class="elsevierStyleSimplePara elsevierViewall">Arsenic compounds from Laboratorios FAES.</p>" ] ] 5 => array:7 [ "identificador" => "fig0030" "etiqueta" => "Figure 6" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr6.jpeg" "Alto" => 1345 "Ancho" => 999 "Tamanyo" => 212660 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0040" class="elsevierStyleSimplePara elsevierViewall">Santal Monal methylene blue as a treatment for gonorrhea.</p>" ] ] ] "bibliografia" => array:2 [ "titulo" => "REFERENCES" "seccion" => array:1 [ 0 => array:2 [ "identificador" => "bibs0005" "bibliografiaReferencia" => array:7 [ 0 => array:3 [ "identificador" => "bib0005" "etiqueta" => "1" "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Actas Dermo-Sifiliográficas 1909-2009. 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| año/Mes | Html | Total | |
|---|---|---|---|
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| 2022 Marzo | 51 | 48 | 99 |
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| 2021 Diciembre | 61 | 47 | 108 |
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| 2021 Octubre | 55 | 55 | 110 |
| 2021 Septiembre | 43 | 34 | 77 |
| 2021 Agosto | 32 | 35 | 67 |
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| 2017 Noviembre | 27 | 10 | 37 |
| 2017 Octubre | 22 | 15 | 37 |
| 2017 Septiembre | 26 | 14 | 40 |
| 2017 Agosto | 28 | 18 | 46 |
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| 2017 Junio | 33 | 17 | 50 |
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| 2017 Marzo | 11 | 43 | 54 |
| 2017 Febrero | 13 | 7 | 20 |
| 2017 Enero | 17 | 21 | 38 |
| 2016 Diciembre | 39 | 8 | 47 |
| 2016 Noviembre | 48 | 11 | 59 |
| 2016 Octubre | 53 | 12 | 65 |
| 2016 Septiembre | 50 | 16 | 66 |
| 2016 Agosto | 53 | 7 | 60 |
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| 2016 Junio | 12 | 6 | 18 |
| 2016 Mayo | 5 | 12 | 17 |
| 2016 Abril | 5 | 4 | 9 |
| 2016 Marzo | 10 | 9 | 19 |
| 2016 Febrero | 9 | 9 | 18 |
| 2016 Enero | 10 | 9 | 19 |
| 2015 Diciembre | 11 | 8 | 19 |
| 2015 Noviembre | 7 | 8 | 15 |
| 2015 Octubre | 8 | 7 | 15 |
| 2015 Septiembre | 5 | 4 | 9 |
| 2015 Agosto | 9 | 1 | 10 |
| 2015 Julio | 34 | 7 | 41 |
| 2015 Junio | 28 | 4 | 32 |
| 2015 Mayo | 34 | 4 | 38 |
| 2015 Abril | 18 | 3 | 21 |
| 2015 Marzo | 23 | 0 | 23 |
| 2015 Febrero | 27 | 3 | 30 |
| 2015 Enero | 18 | 2 | 20 |
| 2014 Diciembre | 24 | 4 | 28 |
| 2014 Noviembre | 9 | 4 | 13 |
| 2014 Octubre | 11 | 7 | 18 |
| 2014 Septiembre | 8 | 3 | 11 |
| 2014 Agosto | 6 | 4 | 10 |
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