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."
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
Contents 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