engleski

The 50th anniversary: history of health culture in the advertisements for Kalodont tooth paste

Recipes for tooth powders and toothpastes can be found already in the inscriptions of ancient peoples. Development of the society led to development of trade and need for advertising products for dental hygiene. In Europe advertising using illustrations emerged in the second half of the 18th century while in the 19th century poster form was used. In the 20th century marketing professionals started to use subtle psychology to influence consumers’ subconscious perceptions. From 1904 till 1916 tooth powder and toothpaste Sanator were produced in Zagreb according to recipes developed on the scientific basis by the members of the Association of Croatian Dentists. Kalodont is the famous European toothpaste brand originating from Austria- Hungary. In 1887 F.A. Sarg’s Sohn & Co. started to fill Kalodont toothpaste in collapsible tubes as the first in history. Kalodont is advertised continuously from that time, including in Croatia where it is produced also today by Saponia Osijek. In 1962 Saponia produces Kalodont extra with Na-N- laurylsarkosinate, surfactant additive for enhancing foaming. Today sodium-lauryl- sarkosinate is no longer used in toothpastes because it can be nitrosated and, if swallowed, can have carcinogenic effect. Kalodont extra is first advertised in comics and in 1963, in weekly magazine “Vjesnik u srijedu” (VUS), the series of advertisements is published under the title “With Kalodont extra through the history of culture”. The advertisements consisted of illustration taken from some historical source, message coming out of it, description of the illustration and its significance for the history of dentistry. The authors of advertisements were Boro Pavlović, Darko Venturini and Branko Moćan. While historical medical themes are occasionally present in newspaper advertisements and on postage stamps, this is unique example of the educational series that in its contents encompasses time span from the ancient civilisations to Pierre Fauchard. This presentation is dedicated to the authors in the occasion of the 50th anniversary of the campaign.

history of dentistry

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