精神药物广告的社会史。

A social history of psychotropic drug advertisements.

作者信息

Neill J R

机构信息

Department of Psychiatry and Psychology, University of Kentucky College of Medicine, Lexington 40536-0080.

出版信息

Soc Sci Med. 1989;28(4):333-8. doi: 10.1016/0277-9536(89)90034-8.

DOI:10.1016/0277-9536(89)90034-8

PMID:2649991

Abstract

Psychotropic drug advertising for psychiatrists serves many purposes beyond its ostensible function of providing technical information. Medical advertising research has tended almost exclusively to use 'conspiratorial theory'--that is, they embrace the notion that one group (the advertisers) manipulates the other (the physicians). An examination of psychiatric journals from 1955 to 1980 shows the situation to be more complex. Such advertising seems to serve an orienting and therapeutic function for the physician, mirroring and supporting his professional identity or image. Such a view is in conformation with more recent research on nonmedical advertising.

摘要

面向精神科医生的精神药物广告，其作用远不止于表面上提供技术信息这一功能。医学广告研究几乎一直只采用“阴谋论”——也就是说，他们秉持这样一种观念，即一方（广告商）操控另一方（医生）。对1955年至1980年的精神科期刊进行考察后发现，实际情况更为复杂。这类广告似乎对医生起到了定向和治疗的作用，反映并支撑着他的职业身份或形象。这一观点与最近关于非医学广告的研究相一致。