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Author Loggins, Tamela J
Title Marketing disease: A sociological account of prescription medication advertisements
book jacket
Descript 43 p
Note Source: Masters Abstracts International, Volume: 44-01, page: 0180
Director: Steve Kroll-Smith
Thesis (M.A.)--The University of North Carolina at Greensboro, 2005
Today's popular media are overwhelmed with images of disease; media which are highly influential in the reflexive, social processes through which we form our self-identities. Direct-to-consumer advertisements of prescription medications are commodifying the diseases which they claim to treat. The purpose of this paper is to expose those techniques utilized by the pharmaceutical industry to sell their products, through a semiotic analysis of print advertisements for prescription medications. A brief history of direct-to-consumer advertising of medications is first provided, followed by a theoretical framework for the subsequent analysis. A review of semiotics then follows, with a description of the sample used and the methods employed in this analysis
The sample used was quite large; therefore a representative sample of five advertisements was selected for closer analysis. The semiotic analysis revealed that the prominent signs in the advertisements signified disease and symptoms. A summary of the analysis of the five advertisements is given, as well as an explanation of the significance of conducting research on advertisements and popular media
School code: 0154
Host Item Masters Abstracts International 44-01
Subject Sociology, General
Business Administration, Marketing
Alt Author The University of North Carolina at Greensboro
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