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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Broadcast Pharmaceutical Advertising in the United States - Primetime Pill Pushers (Paperback)
Loot Price: R1,189
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Broadcast Pharmaceutical Advertising in the United States - Primetime Pill Pushers (Paperback)
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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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