The picture of health: the art of Norman Rockwell immortalizes the family doctor.

• Position: Marketing Medicine

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...