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HIDDEN in PLAIN SIGHT Marketing Prescription Drugs to Consumers in the Twentieth Century

机译:隐藏在20世纪向消费者推销处方药的视线中

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摘要

Although the public health impact of direct-to-consumer (DTC) pharmaceutical advertising remains a subject of great controversy, such promotion is typically understood as a recent phenomenon permitted only by changes in federal regulation of print and broadcast advertising over the past two decades. But today's omnipresent ads are only the most recent chapter in a longer history of DTC pharmaceutical promotion (including the ghostwriting of popular articles, organization of public-relations events, and implicit advertising of products to consumers) stretching back over the twentieth century. We use trade literature and archival materials to examine the continuity of efforts to promote prescription drugs to consumers and to better grapple with the public health significance of contemporary pharmaceutical marketing practices.
机译:尽管直接面向消费者(DTC)的药品广告对公共卫生的影响仍是一个引起争议的话题,但这种促销通常被理解为是最近的现象,只有在过去的二十年中,联邦对印刷广告和广播广告的监管有所变化。但是,如今无所不在的广告只是DTC药品促销(包括热门文章的代笔,公共关系活动的组织以及向消费者的产品隐式广告)的较长历史中的最新一章。我们使用贸易文献和档案材料来检查向消费者推广处方药并更好地应对当代药品营销实践对公共卫生意义的努力的连续性。

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