Editorial Published online in Wiley Online Library
(wileyonlinelibrary.com) DOI 10.1002/bio.2611
Chemiluminescence and bioluminescence history – early advertising materials One way of charting the history of a commercial technology is through advertisements and brochures. This has been done for various everyday products (1) including computers (2) and Apple computers in particular (3), Coca-cola (4), Pepsi (5), BMW cars (6), and Ivory soap (7), to name just a few. This way of charting history by means of advertisements and brochures has not been undertaken for chemiluminescence or bioluminescence. The history of these two branches of luminescence has been described in a number of texts and reviews (8,9). Also, several papers in this journal have provided a perspective on the early history of luminometer development and commercialization (10,11), and luminescence measuring equipment (12–18). We thought it would be interesting to gather together advertisements, application pamphlets and other advertising material from the early days of the development and commercialization of chemi- and bioluminescence (Fig. 1 and Supporting information
files S1-S36). These reveal the burgeoning interest in immobilized bioluminescent reagents (Luminescent Immobilized Enzyme Systems (LIES), Analytical Luminescence Laboratory), luminometers (Biolumat, Berthold; Leader I, Gen-Probe; Acculyte, Laboratory Technologies; Biomedical Image Quantifier, Image Research; Autolight System 101, Analytical Luminescence Laboratory) and reagents (ECL Gene Detection System and Western blotting detection, Amersham International; Recombinant luciferase, AMGEN Biologicals; Digoxigenin system, Boehringer Mannheim). Many of the advertisements cannot resist puns on light – e.g., “Get glowing results” (AMGEN), “Results in a – Flash” (Gen-Probe), Illuminate Deep Biology (Promega) (19). Another type of brochure distributed in the early years were application brochures such as those from LKB on “Chemiluminescence Analysis in Microbiology” (20), and from Lumac on “Environmental Applications” (S24) and a “Microbiology Application bulletin 511” (S25) for applications based on reaction of
Luminescence 2014; 29: 101–103
Copyright © 2013 John Wiley & Sons, Ltd.
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Figure 1. Gen-Probe Leader I advertisement, and front cover of an Amersham brochure for the ECL Gene Detection System.
L. J. Kricka and P. E. Stanley Table 1. Archive of advertisements and brochures (see online Supporting information S1-S36) S1 3M Bioluminszenza S2 Amersham ECL Gene Detection Systema S3 Amersham ECL Gene detection system 1988a S4 Amersham ECL gene detection system 1989a S5 Amersham ECL Western blotting detection 1992a S6 Analytical Luminescence Laboratory Luciferase assay and Camlight camera luminometer 1992b S7 Berthold Brochure LB 950 - October 1983a S8 Berthold Brochure LB 9500 - June 1980a S9 Berthold Brochure LB 9505 - Feb 1983a S10 BioOrbit model 1255 luminometer 1992 b S11 Biosynth Magneta S12 Boehringer Mannheim CL detection of digoxigeninb S13 Celsis Lumac PCa S14 Celsis Dairya S15 Celsis Personal Carea S16 Dynatech Advancing Microtiter Technology ML3000 Microlite 1992b S17 EG & G Berthold Luminometers 1992b S18 FSM Technologies Glowgrubb S19 Gen-Probe Leader I 1987a S20 Gen-Probe PACE 1988a S21 Image Research BIQ-Bioview system 1992b S22 Image Research BIQb S23 Laboratory Technologies Acculytea S24 LUMAC Environmental Applications 1979a S25 LUMAC Microbiology Application bulletin 511 1978a S26 LUMAC BIOCOUNTER model 2010-Multijeta S27 LUMAC Celltester model 1030a S28 MAST CLA-1 Chemiluminescent Allergy System 1992a S29 MGM Instruments Inc Optocomp luminometers 1992b S30 MGM Instruments Inc Optocomp I and II 1992b S31 MILLIPORE MicroStar Rapid Microbiology Detection System 1996a S32 Photek image intensifiers 1992b S33 Photonic Science Microscopy Imaging 1992b S34 Sclavo Bacteriuria screening kita S35 Tohoku CLA SERIES 1986c S36 WALLAC Stratec SL300 automatic analyzer 1992b a
Companies that have provided permission to reproduce the information b Originally published as part of a reprint from the Journal of Bioluminescence and Chemiluminescence vol 7, 77–108 (1992) c Originally published in the Journal of Bioluminescence and Chemiluminescence vol 1, (1986 & 1987)
102
ATP (adenosine triphosphate) with firefly luciferase. Yet another popular advertising strategy has been to distribute free products, such as “fridge magnets” (S11) that bear information about a company (logo, contact details) and its products. This editorial is accompanied by a collection of Supporting Information files spanning the period 1978–1992 that illustrate advertising material and brochures relating to chemiluminescence and bioluminescence (Table 1 and Supporting information files S1-S36). It is hoped that this will preserve material of
wileyonlinelibrary.com/journal/luminescence
historical interest that would otherwise be discarded and thus lost to posterity. For some materials, a specific problem is tracking down the circumstances surrounding the creation of the work and hence the copyright holder. In some cases this information may not be discoverable and so requisite permission to reproduce such works in an editorial such as this cannot be obtained (it can be a long wait for the copyright to expire - e.g., in the US, copyright is only in force for up to 120 years depending on type of work!)(21,22). We invite members of the luminescence community to submit other examples of early advertising materials that illustrate the growth and development of commercial products based on chemiluminescence and bioluminescence.
References 1. History of Advertising Trust. Online gallery. http://www.hatads.org. uk/ads/gallery.aspx. Accessed 26 September 2013. 2. Computer History Museum. Selling the computer revolution. http:// www.computerhistory.org/brochures/overview.php. Accessed 26 September 2013. 3. The Mothership. Apple advertising and brochure gallery. http://www.macmothership.com/gallery/gallery1.html. Accessed 1 October 2013. 4. 1stwebdesigner. Coca-Cola advertising through the years. http:// www.1stwebdesigner.com/inspiration/coca-cola-advertising-history/. Accessed 26 September 2013. 5. American Art Archives. Pepsi advertising. http://www.americanartarchives. com/pepsi.htm. Accessed 1 October 2013. 6. BMW. A history of advertising 1964–1974. http://www.e9-driven. com/Public/Library/BMW-AdArchiveCD/index2.htm. Accessed 26 September 2013. 7. Ivory Project. Advertising soap in America 1838–1998. http:// amhistory.si.edu/archives/Ivory/. Accessed 26 September 2013. 8. Harvey EN. A history of luminescence from the earliest times until 1900. vol 44. Philadelphia: The American Philosophical Society, 1957:692. 9. Lee J. Bioluminescence: the first 3000 years. J Sib Fed U Biol 2008;3:194–205. 10. Berthold F, Tarkkanen V. Luminometer development in the last four decades: recollections of two entrepreneurs. Luminescence 2013;28:1–6. 11. Kricka LJ, Tarkkanen V, Berthold F, Stanley PE. Luminometers and the oldest luminometer in Europe contest. Luminescence 2012;27:197–8. 12. Stanley PE. A survey of more than 90 commercially available luminometers and imaging devices for low-light measurements of chemiluminescence and bioluminescence, including instruments for manual, automatic and specialized operation, for HPLC, LC, GLC and microtitre plates. Part 1: Descriptions. J Biolumin Chemilumin 1992;7:77–108. 13. Stanley PE. Commercially available luminometers and imaging devices for low-light measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update I. J Biolumin Chemilumin 1993;8:237–40. 14. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 2. J Biolumin Chemilumin 1994;9:51–3. 15. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 3. J Biolumin Chemilumin 1994;9:123–5. 16. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: survey update 4. J Biolumin Chemilumin 1996;11:175–91. 17. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 5. J Biolumin Chemilumin 1997;12:61–78.
Copyright © 2013 John Wiley & Sons, Ltd.
Luminescence 2014; 29: 101–103
18. Stanley PE. Commercially available fluorometers, luminometers and imaging devices for low-light level measurements and allied kits and reagents: Survey update 6. Luminescence 1999;14:201–13. 19. Genetic Engineering & Biotechnology News. AdLink. http://www. genengnews.com/advertisements/click-to-browse-company-advertisements/196/. Accessed 26 September 2013. 20. Thore A. Chemiluminescence analysis in microbiology. Helsinki: Frenckellin Kirjapaino, 1981:48. 21. US Copyright office. Copyright Law of the United States and Related Laws Contained in Title 17 of the United States Code. http://www. copyright.gov/title17/. Accessed 26 September 2013. 22. Berne Convention for the Protection of Literary and Artistic Works. http://www.wipo.int/treaties/en/ip/berne/trtdocs_wo001.html. Accessed 26 September 2013.
Supporting information Additional supporting information may be found in the online version of this article at the Luminescence (DOI 10.1002/bio.2611) web site. Larry J. Krickaa P. E. Stanleyb a Department of Pathology and Laboratory Medicine, University of Pennsylvania Medical Center, Philadelphia, PA 19104, USA b Cambridge Research & Technology Transfer Ltd, Cambridge, UK
103
Luminescence 2014; 29: 101–103
Copyright © 2013 John Wiley & Sons, Ltd.
wileyonlinelibrary.com/journal/luminescence
(wileyonlinelibrary.com) DOI 10.1002/bio.2611
Chemiluminescence and bioluminescence history – early advertising materials One way of charting the history of a commercial technology is through advertisements and brochures. This has been done for various everyday products (1) including computers (2) and Apple computers in particular (3), Coca-cola (4), Pepsi (5), BMW cars (6), and Ivory soap (7), to name just a few. This way of charting history by means of advertisements and brochures has not been undertaken for chemiluminescence or bioluminescence. The history of these two branches of luminescence has been described in a number of texts and reviews (8,9). Also, several papers in this journal have provided a perspective on the early history of luminometer development and commercialization (10,11), and luminescence measuring equipment (12–18). We thought it would be interesting to gather together advertisements, application pamphlets and other advertising material from the early days of the development and commercialization of chemi- and bioluminescence (Fig. 1 and Supporting information
files S1-S36). These reveal the burgeoning interest in immobilized bioluminescent reagents (Luminescent Immobilized Enzyme Systems (LIES), Analytical Luminescence Laboratory), luminometers (Biolumat, Berthold; Leader I, Gen-Probe; Acculyte, Laboratory Technologies; Biomedical Image Quantifier, Image Research; Autolight System 101, Analytical Luminescence Laboratory) and reagents (ECL Gene Detection System and Western blotting detection, Amersham International; Recombinant luciferase, AMGEN Biologicals; Digoxigenin system, Boehringer Mannheim). Many of the advertisements cannot resist puns on light – e.g., “Get glowing results” (AMGEN), “Results in a – Flash” (Gen-Probe), Illuminate Deep Biology (Promega) (19). Another type of brochure distributed in the early years were application brochures such as those from LKB on “Chemiluminescence Analysis in Microbiology” (20), and from Lumac on “Environmental Applications” (S24) and a “Microbiology Application bulletin 511” (S25) for applications based on reaction of
Luminescence 2014; 29: 101–103
Copyright © 2013 John Wiley & Sons, Ltd.
101
Figure 1. Gen-Probe Leader I advertisement, and front cover of an Amersham brochure for the ECL Gene Detection System.
L. J. Kricka and P. E. Stanley Table 1. Archive of advertisements and brochures (see online Supporting information S1-S36) S1 3M Bioluminszenza S2 Amersham ECL Gene Detection Systema S3 Amersham ECL Gene detection system 1988a S4 Amersham ECL gene detection system 1989a S5 Amersham ECL Western blotting detection 1992a S6 Analytical Luminescence Laboratory Luciferase assay and Camlight camera luminometer 1992b S7 Berthold Brochure LB 950 - October 1983a S8 Berthold Brochure LB 9500 - June 1980a S9 Berthold Brochure LB 9505 - Feb 1983a S10 BioOrbit model 1255 luminometer 1992 b S11 Biosynth Magneta S12 Boehringer Mannheim CL detection of digoxigeninb S13 Celsis Lumac PCa S14 Celsis Dairya S15 Celsis Personal Carea S16 Dynatech Advancing Microtiter Technology ML3000 Microlite 1992b S17 EG & G Berthold Luminometers 1992b S18 FSM Technologies Glowgrubb S19 Gen-Probe Leader I 1987a S20 Gen-Probe PACE 1988a S21 Image Research BIQ-Bioview system 1992b S22 Image Research BIQb S23 Laboratory Technologies Acculytea S24 LUMAC Environmental Applications 1979a S25 LUMAC Microbiology Application bulletin 511 1978a S26 LUMAC BIOCOUNTER model 2010-Multijeta S27 LUMAC Celltester model 1030a S28 MAST CLA-1 Chemiluminescent Allergy System 1992a S29 MGM Instruments Inc Optocomp luminometers 1992b S30 MGM Instruments Inc Optocomp I and II 1992b S31 MILLIPORE MicroStar Rapid Microbiology Detection System 1996a S32 Photek image intensifiers 1992b S33 Photonic Science Microscopy Imaging 1992b S34 Sclavo Bacteriuria screening kita S35 Tohoku CLA SERIES 1986c S36 WALLAC Stratec SL300 automatic analyzer 1992b a
Companies that have provided permission to reproduce the information b Originally published as part of a reprint from the Journal of Bioluminescence and Chemiluminescence vol 7, 77–108 (1992) c Originally published in the Journal of Bioluminescence and Chemiluminescence vol 1, (1986 & 1987)
102
ATP (adenosine triphosphate) with firefly luciferase. Yet another popular advertising strategy has been to distribute free products, such as “fridge magnets” (S11) that bear information about a company (logo, contact details) and its products. This editorial is accompanied by a collection of Supporting Information files spanning the period 1978–1992 that illustrate advertising material and brochures relating to chemiluminescence and bioluminescence (Table 1 and Supporting information files S1-S36). It is hoped that this will preserve material of
wileyonlinelibrary.com/journal/luminescence
historical interest that would otherwise be discarded and thus lost to posterity. For some materials, a specific problem is tracking down the circumstances surrounding the creation of the work and hence the copyright holder. In some cases this information may not be discoverable and so requisite permission to reproduce such works in an editorial such as this cannot be obtained (it can be a long wait for the copyright to expire - e.g., in the US, copyright is only in force for up to 120 years depending on type of work!)(21,22). We invite members of the luminescence community to submit other examples of early advertising materials that illustrate the growth and development of commercial products based on chemiluminescence and bioluminescence.
References 1. History of Advertising Trust. Online gallery. http://www.hatads.org. uk/ads/gallery.aspx. Accessed 26 September 2013. 2. Computer History Museum. Selling the computer revolution. http:// www.computerhistory.org/brochures/overview.php. Accessed 26 September 2013. 3. The Mothership. Apple advertising and brochure gallery. http://www.macmothership.com/gallery/gallery1.html. Accessed 1 October 2013. 4. 1stwebdesigner. Coca-Cola advertising through the years. http:// www.1stwebdesigner.com/inspiration/coca-cola-advertising-history/. Accessed 26 September 2013. 5. American Art Archives. Pepsi advertising. http://www.americanartarchives. com/pepsi.htm. Accessed 1 October 2013. 6. BMW. A history of advertising 1964–1974. http://www.e9-driven. com/Public/Library/BMW-AdArchiveCD/index2.htm. Accessed 26 September 2013. 7. Ivory Project. Advertising soap in America 1838–1998. http:// amhistory.si.edu/archives/Ivory/. Accessed 26 September 2013. 8. Harvey EN. A history of luminescence from the earliest times until 1900. vol 44. Philadelphia: The American Philosophical Society, 1957:692. 9. Lee J. Bioluminescence: the first 3000 years. J Sib Fed U Biol 2008;3:194–205. 10. Berthold F, Tarkkanen V. Luminometer development in the last four decades: recollections of two entrepreneurs. Luminescence 2013;28:1–6. 11. Kricka LJ, Tarkkanen V, Berthold F, Stanley PE. Luminometers and the oldest luminometer in Europe contest. Luminescence 2012;27:197–8. 12. Stanley PE. A survey of more than 90 commercially available luminometers and imaging devices for low-light measurements of chemiluminescence and bioluminescence, including instruments for manual, automatic and specialized operation, for HPLC, LC, GLC and microtitre plates. Part 1: Descriptions. J Biolumin Chemilumin 1992;7:77–108. 13. Stanley PE. Commercially available luminometers and imaging devices for low-light measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update I. J Biolumin Chemilumin 1993;8:237–40. 14. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 2. J Biolumin Chemilumin 1994;9:51–3. 15. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 3. J Biolumin Chemilumin 1994;9:123–5. 16. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: survey update 4. J Biolumin Chemilumin 1996;11:175–91. 17. Stanley PE. Commercially available luminometers and imaging devices for low-light level measurements and kits and reagents utilizing bioluminescence or chemiluminescence: Survey update 5. J Biolumin Chemilumin 1997;12:61–78.
Copyright © 2013 John Wiley & Sons, Ltd.
Luminescence 2014; 29: 101–103
18. Stanley PE. Commercially available fluorometers, luminometers and imaging devices for low-light level measurements and allied kits and reagents: Survey update 6. Luminescence 1999;14:201–13. 19. Genetic Engineering & Biotechnology News. AdLink. http://www. genengnews.com/advertisements/click-to-browse-company-advertisements/196/. Accessed 26 September 2013. 20. Thore A. Chemiluminescence analysis in microbiology. Helsinki: Frenckellin Kirjapaino, 1981:48. 21. US Copyright office. Copyright Law of the United States and Related Laws Contained in Title 17 of the United States Code. http://www. copyright.gov/title17/. Accessed 26 September 2013. 22. Berne Convention for the Protection of Literary and Artistic Works. http://www.wipo.int/treaties/en/ip/berne/trtdocs_wo001.html. Accessed 26 September 2013.
Supporting information Additional supporting information may be found in the online version of this article at the Luminescence (DOI 10.1002/bio.2611) web site. Larry J. Krickaa P. E. Stanleyb a Department of Pathology and Laboratory Medicine, University of Pennsylvania Medical Center, Philadelphia, PA 19104, USA b Cambridge Research & Technology Transfer Ltd, Cambridge, UK
103
Luminescence 2014; 29: 101–103
Copyright © 2013 John Wiley & Sons, Ltd.
wileyonlinelibrary.com/journal/luminescence
