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Unformatted text preview: heir patients. To suggest that medical knowledge somehow protects physicians from cultural trends seems irrational; yet whether DTC advertisements aﬀect doctors and patients similarly remains a matter of speculation. DTC advertisements have also ampliﬁed, and in some cases changed, cultural expectations about illness and health. For instance, television in the USA is replete with images of -invigorated men throwing footballs through tyres, or women who are proﬁcient at motherhood duties because of antidepressants.7 Even the outﬁeld walls in many professional baseball stadiums now carry colourful billboards touting the latest erectiledysfunction treatments to p...
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- Spring '10