ABSTRACT
The goal of the present volume is to study, from the angle of promotional strategies, the evolution of the relationship between industry and pharmacy, physicians and patients, resulting from the industrialization of drug research, development and distribution during the twentieth century. It is pursued in this paper from the perspective of a specific corporate communication tool: the production and distribution of audio-visuals. More specifically, this paper aims to investigate the role of medical films in the transition that is central to this volume, which may be characterized as leading from advertising to scientific marketing between 1940 and 1970.
