Broadcast Pharmaceutical Advertising in the United States

Primetime Pill Pushers

Nonfiction, Reference & Language, Language Arts, Communication
Cover of the book Broadcast Pharmaceutical Advertising in the United States by Janelle Applequist, Lexington Books
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Author: Janelle Applequist ISBN: 9781498539524
Publisher: Lexington Books Publication: December 9, 2016
Imprint: Lexington Books Language: English
Author: Janelle Applequist
ISBN: 9781498539524
Publisher: Lexington Books
Publication: December 9, 2016
Imprint: Lexington Books
Language: English

How often do we stop to recognize what pharmaceutical advertisements are telling us? Broadcast Pharmaceutical Advertising in the United States: Prime Time Pill Pushers engages with this question to include how pharmaceutical companies are shaping the meaning of drug interventions for individuals and the ways in which pharmaceutical advertisements frame issues of identity and representation for patients and health care. Such issues highlight how patients are being framed as consumers in these advertisements, which then permits the commodification of health care to be celebrated. Such a celebration has strong ideological implications, including definitions of “the good life,” patient agency, and the role of DTCAs in such depictions. By defining and discussing medicalization, pharmaceuticalization, and commodity fetishism, this book introduces how the term “pharmaceutical fetishism” can act as a means for describing the commodification of brand-name pharmaceutical drugs, which, via advertising and promotional culture, ignores large-scale production and for-profit motives of “big pharma.”

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

How often do we stop to recognize what pharmaceutical advertisements are telling us? Broadcast Pharmaceutical Advertising in the United States: Prime Time Pill Pushers engages with this question to include how pharmaceutical companies are shaping the meaning of drug interventions for individuals and the ways in which pharmaceutical advertisements frame issues of identity and representation for patients and health care. Such issues highlight how patients are being framed as consumers in these advertisements, which then permits the commodification of health care to be celebrated. Such a celebration has strong ideological implications, including definitions of “the good life,” patient agency, and the role of DTCAs in such depictions. By defining and discussing medicalization, pharmaceuticalization, and commodity fetishism, this book introduces how the term “pharmaceutical fetishism” can act as a means for describing the commodification of brand-name pharmaceutical drugs, which, via advertising and promotional culture, ignores large-scale production and for-profit motives of “big pharma.”

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