Jordan Falk Dr. Hager English 102: Crit Write, Read and Research 17 May 2019 The Cost of Happiness In a world full of bias medicine is often thought to be pure, that which is determined solely by science and the willingness to help others by doctors and pharmaceutical agencies. Little is the aggressive marketing strategies used by the companies put into question let alone connected with the damage it may cause to the health of those targeted. In psychotropic advertising there is an unnerving tendency to target young women as the object of the ad and the ripple effect has led to gender bias in every part of the psychopharmaceutical industry. Since the 60’s pharmaceutical companies have directly targeted women by putting their marital status and role as a mother at the front as being the telling point of their sanity (Metzl). Women are over-represented in pharmaceutical advertisements, leading to both direct and internalized beliefs about women in relation to mental health (Metzl). Such beliefs could lead to the typically male-dominated field of medicine to unknowingly sacrifice the health of women in accordance with the message pharmaceutical companies are trying to portray (Cambronero-Saiz). As such America has become the center point on using societal norms to sell psychoactive drugs, becoming both normalized in everyday media and becoming a quintessential part of motherhood in the United States (Lövdahl).
The golden age of psychoactive drugs in the United States started in the 60s’ and went well into 90s’, with the effects of overprescription being more prevalent than ever in society today. With the rise of promoting a heteronormative ideal and directly relating it women's health, pharmaceutical companies were able to capitalize on the insecurities of the people and play off of the previously known concepts of female hysteria to make women believe they were sick and to make it so doctors would never question to concept of a woman lacking sanity (Metzl). Advertisements disproportionately show women in psychotropic advertisements and often connect a women's mental health directly with their relationship status, with the overwhelming majority of advertisements in the United States depicting women shown in, or questioning relationships as the subject for the advertisement (Lövdahl). This over drugging of the American populous is deeply rooted in the often sexist societal norms forced upon women, especially those of reproductive age.
- Fall '19