Healthy Skepticism Library item: 9404

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

Penick TM, Smith MC.
Content analysis of appeals used in advertising in the American Journal of Hospital Pharmacy in 1960, 1970, 1980, and 1990
ASHP Midyear Clinical Meeting 1992 Dec; 27:

Abstract:

This study focuses on the appeals used in advertising prescription drug products in the American Journal of Hospital Pharmacy in the years 1960, 1970, 1980, and 1990. Drug product advertisements are examined and classified according to the various appeals represented in order to relate the trends discovered to a regulatory and historical timeline describing the target audience.

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909