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  • Chapter 13 - Advertising Proprietary Medicines in Pamphlets

  • Edited by Irma Taavitsainen, University of Helsinki, Turo Hiltunen, University of Helsinki, Jeremy J. Smith, University of Glasgow, Carla Suhr, University of Helsinki
  • Book:
    Genre in English Medical Writing, 1500–1820
    Published online:
    13 October 2022
    Print publication:
    13 October 2022, pp 211-230

  • Summary

    This chapter focuses on the hybrid genre of pamphlet advertisements of proprietary medicines from the late seventeenth century. These texts have a dual purpose: on the one hand, they promote a medical product, and on the other hand, they appropriate and distribute medical information for the general public. A move analysis of thirty-two advertisements reveals seven structural elements, of which three can be considered obligatory elements. Parallels with the structural elements of recipes and specialised medical treatises are also considered to show how established elements are appropriated and mixed from different existing genres alongside completely fresh elements in the new hybrid genre. The analysis thus shows the dynamic nature of medical writing of the period, in which authors made use of their considerable knowledge of established medical genres and the characteristics of the contemporary medical marketplace to form a new genre for new purposes.