Healthy Skepticism Library item: 2881

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

Mosher EH.
Portrayal of women in drug advertising: a medical betrayal
Journal of Drug Issues 1976; 6:72-78

Abstract:

Drug advertising has been criticized for playing on physicians’ prejudices and women’s self-perceptions through unfavourable role stereotyping. This paper questions the use of unfavourable sex characterization in promoting both prescription and proprietary drugs and cites illustrations of this uncomplimentary and biased advertising practice.

Keywords:
*analysis/United States/images in ads/women/sexism/ over-the-counter medications/ journal advertisements/ psychotropic drugs/ direct-to-consumer advertising/ regulation of promotion/ Pharmaceutical Manufacturers Association (US)/medicalization of problems/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/IMAGES IN PROMOTION: WOMEN/INFLUENCE OF PROMOTION: MEDICALIZATION OF PROBLEMS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: PSYCHIATRIC DISEASES/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION