Killing me softly: myth in pharmaceutical advertising

Scott, Tim, Stanford, Neil and Thompson, David R. (2004) Killing me softly: myth in pharmaceutical advertising. BMJ, 329 7480: 1484-1487. doi:10.1136/bmj.329.7480.1484

Author Scott, Tim
Stanford, Neil
Thompson, David R.
Title Killing me softly: myth in pharmaceutical advertising
Journal name BMJ   Check publisher's open access policy
ISSN 0959-8146
Publication date 2004-12-18
Year available 2004
Sub-type Article (original research)
DOI 10.1136/bmj.329.7480.1484
Open Access Status DOI
Volume 329
Issue 7480
Start page 1484
End page 1487
Total pages 4
Editor Fiona Godlee
Place of publication London
Publisher British Medical Association
Language eng
Abstract In studies of how drug advertising influences doctors' behaviour, little attention is given to visual and linguistic imagery. The authors argue that myth is often deployed in drug adverts to depict exaggerated therapeutic efficacy and that doctors should be aware of this. Although the influence of research on medical 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. 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, 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.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
School of Nursing, Midwifery and Social Work Publications
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Created: Tue, 24 Mar 2009, 01:16:05 EST by Alexandra Cooney on behalf of School of Nursing, Midwifery and Social Work