A History of Male Psychological Disorders in Britain, 1945-1980 (Mental Health in Historical Perspective) by Ali Haggett

Author:Ali Haggett
Language: eng
Format: mobi
Tags: Reference
ISBN: 9781137448897
Publisher: Palgrave Macmillan
Published: 2015-09-01T21:00:00+00:00

Figure 4.1 Advertisement for Horlicks, Radio Times, 6 December 1957

Source: Reproduced by kind permission of GlaxoSmithKline and the History of Advertising Trust Archive.

Figure 4.2 Iron Jelloids advert design, circa 1950s

Source: Reproduced by kind permission from Reckitt Benckiser and the History of Advertising Trust.

Advertisers increasingly began to draw on well-known figures and television personalities to endorse their products. The makers of Macleans indigestion tablets employed the television host, Gilbert Harding, to advertise their product in 1959. During the 1950s, Harding hosted the BBC Radio show, I Beg to Differ, and became infamous for his abrupt, outspoken and sometimes rude behaviour. He went on to feature as a regular panellist on the BBC light-entertainment programme, What’s my Line? Harding’s brusque and direct approach was applied skilfully in marketing Macleans Tablets, where he appeared to be expressing his frustration with ‘people who just don’t bother to think for themselves’ and who ‘never stop complaining’. For indigestion sufferers, according to Harding, there was simply no excuse for complaining, or for ‘suffering’ from pain – Macleans Tablets were the obvious answer. Harding claimed to always carry some in his pocket and suggested that ‘anyone with any sense’ should do the same (See Figure 4.4).67

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