The picture of health: the art of Norman Rockwell immortalizes the family doctor - Marketing Medicine

USA Today (Society for the Advancement of Education), Feb, 2004

In 1916, 22-year-old Norman Rockwell painted his first cover for The Saturday Evening Post, the magazine he Considered to be the "greatest show window in America." As his commercial career flourished, Rockwell was contracted to create images for the advertising campaigns of The Upjohn Company, Lambert Pharmacal, and American Optical, between 1929-61. "The picture of Health: Rockwell Paintings from the Pfizer Collection" presents a poignant series of 11 original works the artist crafted for these companies.

The images "provide a window into 20th-century American health care and pharmaceutical practices," points out Laurie Moffatt, director of the Norman Rockwell Museum, Stockbridge, Mass. "During an era when storytelling art was sought for advertisements, Norman Rockwell immortalized the family doctor for the American public".

The artists memorable illustrations inspired the view of the family physician as a compassionate, friendly caregiver and conveyed the notion that health is affected as much by emotion as by physical well-being. From the image of a kindly doctor examining a young girl's doll to the scene of a happy couple weighing their new born baby, Rockwell's portrayals mirrored events in people's lives that they could connect with and understand. "Through his use of everyday scenes, Rockwell shared the hopefulness and idealism that characterized his view of life," states curator Linda Pero. "He depicts such familiar situations that we may not immediately notice the aesthetic qualities of composition, detail and color and tonal harmonies that elevate these ... illustrations to works of art. They transcend their commercial origins."

Reminiscing about the early part of his career, Rockwell once remarked, "You could do pictures for ads in those days," meaning that advertising companies gave him ample latitude to express himself with illustrations, rather than simply designing an image around a product. Rockwell s graphics did convince consumers to purchase health care products, and his prominent signature provided tacit endorsement that enhanced a company's image through association with his name. It was a softer, more indirect method of marketing, and it led to many extremely profitable advertising campaigns.

The exhibition is on view at the Norman Rockwell Museum through May 31.