Document Detail

From Lydia Pinkham to Queen Levitra: direct-to-consumer advertising and medicalisation.
MedLine Citation:
PMID:  18761506     Owner:  NLM     Status:  MEDLINE    
The medicalisation of life problems has been occurring for well over a century and has increased over the past 30 years, with the engines of medicalisation shifting to biotechnology, managed care, and consumers. This paper examines one strand of medicalisation during the last century: direct-to-consumer advertising (DTCA) of pharmaceuticals. In particular, it examines the roles that physicians and the Food and Drug Administration (FDA) have played in regulating DTCA in the US. Two advertising exemplars, the late 19(th) century Lydia E. Pinkham's Vegetable Compound (for 'women's complaints') and contemporary Levitra (for erectile dysfunction) are used to examine the parallels between the patent medicine era and the DTCA era. DTCA re-establishes the direct and independent relationship between drug companies and consumers that existed in the late 19(th) century, encouraging self-diagnosis and requests for specific drugs. The extravagant claims of Lydia Pinkham's day are constrained by laws, but modern-day advertising is more subtle and sophisticated. DTCA has facilitated the impact of the pharmaceutical industry and consumers in becoming more important forces in medicalisation.
Peter Conrad; Valerie Leiter
Related Documents :
6443726 - Studies on cyproheptadine-amphetamine interaction after pretreatment with 6-hydroxydopa...
16716766 - The scientific basis for tfa regulations-is it sufficient? comments from the usa.
2726416 - The effect of food on the movement of pellets in the gastro-intestinal tract.
16446256 - Current tobacco control policy trends in the united states.
18407046 - Effect of snacking frequency on adolescents' dietary intakes and meeting national recom...
12528436 - Mercury in bald eagle nestlings from south carolina, usa.
Publication Detail:
Type:  Historical Article; Journal Article    
Journal Detail:
Title:  Sociology of health & illness     Volume:  30     ISSN:  1467-9566     ISO Abbreviation:  Sociol Health Illn     Publication Date:  2008 Sep 
Date Detail:
Created Date:  2008-09-02     Completed Date:  2008-11-24     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  8205036     Medline TA:  Sociol Health Illn     Country:  England    
Other Details:
Languages:  eng     Pagination:  825-38     Citation Subset:  IM    
Department of Sociology, Brandeis University, Waltham, MA 02454-9110, USA.
Export Citation:
APA/MLA Format     Download EndNote     Download BibTex
MeSH Terms
Advertising as Topic / history,  methods*
Consumer Participation*
Drug Industry*
Erectile Dysfunction / drug therapy
History, 20th Century
History, 21st Century
Sociology, Medical
Reg. No./Substance:
0/Imidazoles; 0/Piperazines; 0/Sulfones; 0/Triazines; 224785-90-4/vardenafil

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

Previous Document:  The sociology of pharmaceuticals: progress and prospects.
Next Document:  Pharma in the bedroom . . . and the kitchen. . . . The pharmaceuticalisation of daily life.