THE HEALTH ANGLE IN ADVERTISING

The physician has become a prophet in the land, and health is the word with which one conjures. Regardless of the substance to be advertised, the agency goes forth in search of medical opinion with which to vaunt it. Not that the health angle is always unwarranted; sometimes it is obvious. But not infrequently the advertiser stretches a point because he knows the health angle is popular. A soup is sold with the claim, "There's health in every spoonful." Of certain toilet accessories it is said, "Your doctor will advise against harsh, rough papers." Certified milk is called "health bottled in bond." Of cream cheese the advertiser asserts, "For its body building elements child specialists specify this famous dairy food." Somebody's cough drops are labeled "The cheapest health insurance in the world." Somebody's tobacco hasn't a cough in a carload. The list of things that doctors praise include a soap: