Broadcast Pharmaceutical Advertising in the United States
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A01=Janelle Applequist
Advertising
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Author_Janelle Applequist
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Category1=Non-Fiction
Category=JBCT3
Category=JFDV
Category=KND
Category=KNDP
COP=United States
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eq_bestseller
eq_business-finance-law
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eq_non-fiction
eq_society-politics
Health Communication
Language_English
Media Studies
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Pharmaceuticals
Prescription Drugs
Price_€20 to €50
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softlaunch
Product details
- ISBN 9781498539531
- Weight: 249g
- Dimensions: 151 x 222mm
- Publication Date: 31 Oct 2018
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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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.”
Janelle Applequist is assistant professor at the University of South Florida in the Zimmerman School of Advertising & Mass Communications.
