"Ignoble but lucrative": Quacks, ads, & regulation

Publication Type:
Journal Article
Journal of Australian Studies, 2012, 36 (1), pp. 29 - 47
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Advertising's shady reputation can be traced back to the fantastic claims and impossible promises made by quack medicine proprietors in their advertising columns. While the quack's cures could be as medicinal as the ink in which their advertisements were printed, they nevertheless succeeded in forging a lucrative trade. In the process, they also exerted a significant impact on advertising and the advertising industry. This article traces the history of Australian quack advertisers in order to demonstrate the ways in which their appeals and strategies affected the practices and outputs of Australia's advertising professionals. It will also be demonstrated that the attempts to prevent the quack from advertising have not been completely successful. © 2012 International Australian Studies Association.
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