Killing me softly: myth in pharmaceutical advertising.

نویسندگان

  • Tim Scott
  • Neil Stanford
  • David R Thompson
چکیده

Although the influence of research onmedical practice has become a key concern, the influence of pharmaceutical advertising in medical journals has received little attention. There is evidence that advertising influences doctors’ behaviour more than they might think. Important pockets of research exist in this area but tend to focus on the scientific validity of the text and rarely give much attention to visual and linguistic imagery. 8 If advertising influences beliefs and behaviour and images are used in advertising, then images must contribute to influencing beliefs and behaviour. One of a range of methods to promote pharmaceutical products, 10 11 advertising in medical journals offers a privileged channel of communication from drug companies to doctors. Concerns have been expressed about the extent of its influence on prescribing. The industry has been accused of medicalising normal phenomena and promoting drugs as solutions to social problems. We examine how drug advertisers use images to construct mythical and potentially misleading associations between diseases and products.

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عنوان ژورنال:
  • BMJ

دوره 329 7480  شماره 

صفحات  -

تاریخ انتشار 2004