[1960-1970 period: pharmaceutical advertisements in France as seen by a general practitioner in the Parisian region].

Pharmaceutical publicity material is a inexhaustible source of ressources and marvel. Imagination of publicists in order to get the attention on those "ephemera" was unlimited, especially in the 1960-1970 period where regulations were still limited and techniques were able to produce relatively cheap well printed documents. Pierre Lordez, Maurice Bouvet's son-in-law and general practitionner, collected a large part of those documents sent by pharmaceutical firms to promote the features of their products and mainly to help physicians memorizing the name of their drug specialities. This sampling allows us to discover a few aspects of those often unique creations used to bring the attention of physicians. Very different subjects were considered that can be gathered in three groups: sightseeing and geography; works of art; and finally general knowledge that is a way to know more about "the writing through out history" as well as "piece of period taps", as exemples. Those advertising documents were considered at that time as essentiel by industry but were more or less well accepted by physicians that received it. Such documents were probably efficient to help sell some products and are in any event a good account of the bygone days where it was still feasible to send huge amount of "information" documents to physicians for the promotion of pharmaceutical products.