ices is still illegal, this last method of promotion--a species of public relations--remains well entrenched. Tuffs cites the official ban on advertising of professional services in Germany, as well as the doctors and others who draw attention to themselves by methods that come down to public-relations manipulation of mass media presence.
In any case, the whole landscape of promotional orientation began to change in the 1980s in the U.S., in the wake of a series of U.S. Supreme Court decisions that had the effect of deregulating the service industries and legalizing standard advertising practices for the full range of the professions (Hite and Fraser 95-6; Tripp 21). Virtually all of the subsequent professional literature of services advertising that has appeared in society journals and the popular press has been all-inclusive in the treatment of practitioner and consumer attitudes toward promotional efforts undertaken by practitioners formerly prevented by law from advertising in conventional ways. That is, what is said about doctors or dentists is o
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