Medicating the salaryman lifestyle: fear-based marketing of liver stimulant drugs in postwar Japan

Abstract

This article studies the heretofore unexplored fear-based print marketing campaigns for postwar hangover remedies and liver drugs sold by Japan's leading drug manufacturers of the 1950s, including Chūgai, Takeda, Tanabe, Sankyō, and Yamanouchi. It reveals that these drugs were creatively and predatorily marketed to salarymen and their wives in hundreds of newspaper and magazine ads that raised the spectre of liver damage and related diseases due to overconsumption of alcohol and tobacco. It demonstrates that the makers claimed not only that their formulations could remedy liver damage, but could even serve as prophylactics that would guard against the dangers of alcohol and nicotine poisoning and enable users to drink and smoke to excess without fear. The robust copy and clever imagery appearing in the ads also illustrate the social pressures facing salarymen to drink with colleagues after work on an almost nightly basis, as well as at a series of seasonal office parties and gatherings throughout the year. This article is the first to examine how drug makers took aim at some of postwar Japan's leading causes of ill health, alcohol and tobacco abuse, as well as chemical poisonings and even morning sickness, by selling an array of ineffectual drugs based on untested and dubious claims. It charts the drug makers' increasingly outlandish ads, the slow realization that their drugs were potentially hazardous, and their swift withdrawal from the market by 1960. It argues that, amidst a rise in alcohol overconsumption and comparatively lax testing and marketing regulations, Japan's postwar pharmaceutical firms exaggerated and preyed upon consumer health concerns in hundreds of frightening and pseudoscientific ads for largely untested and potentially hazardous drugs.