Overview

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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9781498539517

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The rise of direct-to-consumer-advertising of prescription drugs in the past two decades is a major engine driving the increased medicalization of human problems. Janelle Applequist's book is an important analysis of how this has been accomplished and with what consequences for patients, medicine and society. -- Peter Conrad, Brandeis University

Author Information

Janelle Applequist is assistant professor at the University of South Florida in the Zimmerman School of Advertising & Mass Communications.

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