Arney Jennifer, Rafalovich Adam
Department of Sociology, Arizona State University, Tempe, USA.
Qual Health Res. 2007 Jan;17(1):49-60. doi: 10.1177/1049732306293778.
The researchers collected a data set of consumer-directed print advertisements for antidepressant medications from three female-directed magazines, three male-directed magazines, and four common readership magazines published between 1997 and 2003. They evaluated these data for advertising techniques that enable drug advertisements to function as agents of medicalization. The investigators discuss the use of incomplete syllogisms in drug advertisements and identify strategies that might lead readers to frame personal physical and/or emotional conditions medically. Key features in advertisements function as the particular and general premises of a syllogism, and the concluding premise--that the reader has a mood disorder--is unarticulated but implied. The researchers examine the implications of incomplete syllogisms in advertisements and suggest that their use might lead readers to redefine their physical and/or emotional problems to fit medical models of mental distress.
研究人员收集了1997年至2003年间在三本女性导向杂志、三本男性导向杂志和四本普通读者杂志上刊登的抗抑郁药物消费者导向印刷广告的数据集。他们评估了这些数据中使药品广告能够发挥医学化作用的广告技巧。研究人员讨论了药品广告中不完整三段论的使用，并确定了可能导致读者从医学角度看待个人身体和/或情绪状况的策略。广告中的关键特征充当三段论的特殊前提和一般前提，而结论前提——即读者患有情绪障碍——虽未明确表述但有所暗示。研究人员研究了广告中不完整三段论的影响，并指出其使用可能会导致读者重新定义他们的身体和/或情绪问题，以符合精神痛苦的医学模型。
