Broadcast Pharmaceutical Advertising in the United States

Primetime Pill Pushers

Broadcast Pharmaceutical Advertising in the United States

Primetime Pill Pushers

Janelle Applequist (Author)

Paperback ~~$46.99~~ $42.29 Ebook (Epub & Mobi) ~~$42.29~~ $33.83 Ebook (PDF) ~~$42.29~~ $33.83

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Description

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.”

List of Tables
Preface
Acknowledgements
Chapter 1 – The Nature of the Pharmaceutical Advertising Industry: Direct-to-Consumer
Advertising in the United States
Chapter 2 – Theoretical Foundations: Toward an Analysis of DTCA
Chapter 3 – Analyses of DTCA on Primetime Television
Chapter 4 – DTC Advertisements: A Triangulated Approach
Chapter 5 – The Commercial Elements of Constructing a Drug: A Textual Analysis of a Yaz Advertisement
Chapter 6 – Looking Forward
Bibliography
About the Author

Product details

Published	Oct 31 2018
Format	Paperback
Edition	1st
Extent	168
ISBN	9781498539531
Imprint	Lexington Books
Illustrations	12 Tables
Dimensions	9 x 6 inches
Publisher	Bloomsbury Publishing

Author

Janelle Applequist

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
Applequist provocatively interrogates the characteristics and implications of DTC pharmaceutical advertising with multiple methods and a unique combination of traditional concepts and critical theory. A must-read for those interested in mediated health communication and promotion.

Matthew P. McAllister, Pennsylvania State University
A tour de force. In her analysis of the evolution of direct to consumer pharmaceutical campaigns, Janelle Applequist deftly illustrates advertising’s negative impact on the health culture of America. Moreover, this book is a most welcome example of - and testament to - the power of critical qualitative scholarship for the field of Health Communication and beyond.

C. Michael Elavsky, Pennsylvania State University