Medical advertising and trust in late Georgian England

Hannah Barker, “Medical advertising and trust in late Georgian England,” Urban History 36, no. 3 (2009): 379-398.

Baker brings sociological theories of trust to bear on the proliferation of medical advertisements in the late 18th and early 19th centuries in four English towns. Using a statistical approach, she evaluates what sorts of rhetorical strategies were used to advertise patent medicines and asks what this can tell us about the people that were purchasing the tinctures and their construction of trust.

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