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

Such representations undoubtedly represent savvy

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Unformatted text preview: layers, coaches, and fans. Such representations undoubtedly represent savvy marketing, yet they also show how advertising of drugs calls on and reflects existing cultural assumptions about matters such as gender, sexuality, race, and class to create expectations for prescription drugs. The advertisements connect prescription medications with assumptions about what it means to be a normal man, woman, black person, white person, lover, worker, or a host of other abstract, protean roles in US society. By doing so, the advertisements promote information not only about drugs, but also about the social contexts in which medications accrue symbolic meanings that, one might well surmise, p...
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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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