Broadcast Pharmaceutical Advertising in the United States: Primetime Pill Pushers

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Janelle Applequist

Broadcast Pharmaceutical Advertising in the United States

Name: Broadcast Pharmaceutical Advertising in the United States
Price: 71.99 AUD
Availability: OutOfStock
ISBN: 9781498539531

Primetime Pill Pushers

Janelle Applequist

$71.99

Paperback

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English

Lexington Books
31 October 2018

Advertising & society; Pharmaceutical industries

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.”

By: Janelle Applequist
Imprint: Lexington Books
Country of Publication: United States
Dimensions: Height: 222mm, Width: 151mm, Spine: 12mm
Weight: 249g
ISBN: 9781498539531
ISBN 10: 149853953X
Pages: 168
Publication Date: 31 October 2018
Audience: College/higher education , Professional and scholarly , Further / Higher Education , Undergraduate
Format: Paperback
Publisher's Status: Active

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

Reviews for Broadcast Pharmaceutical Advertising in the United States: Primetime Pill Pushers

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