Pharmaceutical Marketing and the Invention of the Medical Consumer 英文参考文献.docVIP

sasyE Pharmaceutical Marketing and the Invention of the Medical Consumer Kalman Applbaum medicine. Because we believe that we owe corporations our wealth and well-being, we tend not to question corporations’ fundamental practices, and they become invisible to us. What follows is an attempt to demystify some of the assumptions at work in the “culture of marketing,” toward the goal of explaining contemporary disease I t is often said that leading drug companies now spend more on marketing than on research and development [1]. While such contemporary pharmaceutical marketing practices are sometimes believed to be a modern phenomenon, they are in fact a direct continuation of 19th-century patent medicine advertising. “Nostrum-mongers,” as the novelist Henry James dubbed them, are noted in the history of advertising as having been the leading spenders on, and foremost originators of, mongering. Beliefs about the Free Market DOI: 10.1371/journal.pmed.0030189.g001 There are three beliefs commonly associated with the “free market.” The ?rst is that human beings are creatures of limitless but insatiable needs, wants, and discomforts. The second is that the free market is a place where these needs might be satis?ed through the exercise of free choice. The last of these beliefs is that the surest avenue to innovation in all industries is Pills are often marketed as a solution to human anxieties and dissatisfactions and advertisers project and re?ect back to us our discontent with the status quo. Americans are said to spend, on average, three years of their lives watching television advertisements, and the effect is that they are conditioned to want more and more. According to the advertisements, the viewer’s personal anxieties and dissatisfactions are best addressed by consumption. This same message lies at the heart of much pharmaceutical advertising. Lifestyle choices. In a consumer unfettered competition in the market. Insatiable needs. The anthropologist Marshall Sahlins