Healthy Skepticism Library item: 2061

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Ferner RE, Scott DK.
Whatalotwegot--the messages in drug advertisements.
BMJ 1994 Dec 24-31; 309:(6970):1734-6
http://www.bmj.com/cgi/content/full/309/6970/1734

Abstract:

Advertisers are increasingly using symbols to circumvent logical argument when trying to persuade people (the “targets” of the advertisement) to make choices that are not strictly rational. Symbols can convey covert meanings and awaken or exploit subconscious feelings, such as a desire for power or a fear of doing harm. Some of the ways in which pharmaceutical advertisements use these techniques are examined: advertising by contagion; adding to our worries; polarity of choices; teasers; idealisation. Rational prescribing should be based on logic, but advertisements do not depend on logical arguments for their most powerful effects: the advertisers may subvert us by appealing to our unconscious desires.

Keywords:
MeSH Terms: Advertising* Drug Industry* Great Britain Prescriptions, Drug *analysis/United Kingdom/journal advertisements/images in ads/metaphors/influence techniques/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/IMAGES IN PROMOTION: METHAPHORS Advertising*