Please excuse duplicate postings:
ANNOUNCEMENT OF NEW WEB SITE:
Duke University's Rare Book, Manuscript, and Special Collections
Library is pleased to announce the availability of
"Medicine and Madison Avenue" (MMA).
MMA is an online database of over 600 health-related advertisements
printed in newspapers and magazines between 1911 and 1958, as well as
35 selected historical documents relating to the creation and
influence of health-related advertisements. As a new addition to our
image resources, Instructor's and Student's Guides are also included,
and provide ideas for use of the database in the classroom. This
project is a collaboration of the National Humanities Center, the John
W. Hartman Center for Sales, Advertising, and Marketing History,
Duke's Digital Scriptorium, and the State University of New York at
Stony Brook. MMA was generously funded by the Ahmanson Foundation.
The purpose of the project is to illustrate the variety and evolution
of marketing images from the 1910s through the 1950s of health-related
advertisements. The collection represents a wide range of products
such as cough and cold remedies, laxatives and indigestion aids, and
vitamins and tonics, among others. The images are drawn from the
collections of the John W. Hartman Center for Sales, Advertising, and
Marketing History, with the bulk of the ads originating in the J.
Walter Thompson Company's Competitive Advertising File.
An important component of Medicine and Madison Avenue is the inclusion
of "Suggestions for Classroom Use." This section contains the
Instructor's and Student's Guide, and is written by Nancy Tomes,
Professor of History, State University of New York at Stony Brook.
The Instructor's Guide aims to help course instructors design
effective assignments based on the documents included in MMA. The
Student's Guides contain case studies and classroom exercises for use
with this database. The MMA database is designed for use in secondary
schools, colleges and universities, and medical, nursing, dental and
public health schools. It provides material relevant to a wide range
of courses, including American history, history of health and healing,
American studies, sociology, women's studies, and communications. The
database may be used not only to stimulate discussions of advertising
and health, but also to build critical thinking skills in general.
The National Humanities Center (http://www.nhc.rtp.nc.us) is the
country's only independent institute for advanced study in the
humanities. A private, nonprofit institution, the Center exists to
encourage excellent scholarship and to affirm the importance of the
humanities in American society. Leaders from higher education, the
corporate world, and public life founded the Center in 1976, convinced
that we must study history, language and literature, philosophy, the
arts, religion, law, and all other humanities fields if we want to
understand the human experience.
The John W. Hartman Center (http://scriptorium.lib.duke.edu/hartman)
at Duke University is one of the nation's pre-eminent programs for the
study of sales, advertising, and marketing. The Center's mission is to
promote understanding of the immense cultural impact of these fields
by expanding its vast collection of textual and multimedia resources
and increasing the access to these materials by students, scholars,
and businesses worldwide.
You can visit the Medicine and Madison Avenue web site at:
Lynn Eaton Pritcher
Technical Services Archivist,
John W. Hartman Center for Sales, Advertising & Marketing History
212 Perkins Library
PO Box 90185
Durham, NC 27708-0185
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