Avant-gardes et expérimentations des formes dans les revues pharmaceutiques suisses: le cas Sandorama (1962–1965)

Abstract

This article reports on formal experimentation (literary, graphic and cinematographic) in Swiss pharmaceutical journals in the 1960s based on a case study: the Sandorama journal of Laboratoires Sandoz. It looks at the relationship between arts, medicine and commerce, showing that the public trust of the doctors who read the journal is built up through forms. The inventiveness of the latter is part of the more global process of a reorganization of pharmaceutical marketing after the Second World War, due in particular to the arrival of psychotropic drugs on the market.