2_If Direct-to-Consumer Advertisements Come to Europe - Metzl

For better and for worse dtc advertising thereby

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Unformatted text preview: lay out in clinical contexts. For better and for worse, DTC advertising thereby demonstrates how medicalisation intersects with values that drug advertisers are surely adept in recognising, but that are already present in the ways doctors and patients conceptualise categories of illness, health, and gender—otherwise the advertisements would be ineffective. Yet, evidence suggests that US clinicians have struggled with these new relationships, expectations, and roles. Even though DTC advertisements overtly encourage conversations between doctors and patients, many physicians suspect covert attempts to usurp their authority or d...
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This note was uploaded on 10/10/2010 for the course ENG 000121 taught by Professor Mcgrand during the Spring '10 term at Cornell.

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