Psychopharmaceutical advertising strategies: Empowerment in a pill?
Psychopharmaceutical advertising strategies: Empowerment in a pill?
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DOI：
10.1080/027321790947261
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发表时间：
2005-09-01
影响因子：
1.8
通讯作者：
Chananie, RA
中科院分区：
文献类型：
--
作者：
Chananie, RA
制药公司将精神药物作为治疗情绪症状“障碍”的药物，如抑郁症、社交焦虑、肥胖、经前综合症和更年期。直接面向消费者（DTC）的精神药物处方药的电视广告提供潜在的消费者，特别是妇女赋权通过性别信息，承诺患者增加控制她的症状，从而她的“紊乱”的生活。通过对13种精神药物的DTC进行深入的、解释性的、民族方法学的阅读，我确定了四种相互关联的广告策略。这些是（1）建立医疗合法性，（2）指责和羞辱，（3）使用女权主义和12步运动的言论，以及（4）为妇女提供验证和赋权。尽管DTC广告公开传达了增强权能的信息，但实际上强化了对妇女情感体验和身体过程的医学化，并提醒观众社会建构的信念，即从疾病中康复是个人的责任和义务。这些战略不是“赋予”妇女（作为一个阶级）权力，而是倾向于（重新）构建女性脆弱和生物限制的剥夺权力的概念，加强了女性自卑的父权观念。
Drug companies market psychopharmaceuticals as treatment for emotionally symptomatic "disorders" such as depression, social anxiety, obesity, premenstrual syndrome, and menopause. Direct-to-Consumer (DTC) television advertisements for psychopharmaceutical prescription drugs offer potential consumers-particularly women-empowerment through gendered messages that promise the sufferer increased control over her symptoms and thus her "disordered" life. By performing an indepth, interpretive, ethnomethodological reading of 13 DTCs for psychopharmaceuticals, I identify four interrelated advertising strategies. These are (1) establishing medical legitimacy, (2) blaming and shaming, (3) use of feminist and 12-step movement rhetoric, and (4) offering validation and empowerment to women. Despite their overt empowerment messages, DTC advertisements actually reinforce the medicalization of women's emotional experiences and bodily processes, and remind the viewer of socially constructed beliefs that recovery from illness is the individual's responsibility and obligation. Rather than "empowering" women (as a Class), these strategies tend to (re)construct disempowering notions of feminine fragility and biological restrictions, reinforcing patriarchal beliefs of female inferiority.