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Record identifier : 566235
Personal Name - Primary Intelectual Responsibility : Hersey, Brook
Title and statement of responsibility : Changing representations of depression in pharmaceutical advertising: 1980--2000 [Thesis]
Publication, Distribution,Etc. : Rutgers The State University of New Jersey, Graduate School of Applied and Professional, 2004
Language of the Item : eng
Dissertation of thesis details and type of degree : Psy.D
Body granting the degree : , Rutgers The State University of New Jersey, Graduate School of Applied and Professional
Summary or Abstract : This descriptive and exploratory study uses content analytic and qualitative methods to investigate how the portrayal of depression in pharmaceutical advertisements aimed at psychiatrists changed between the years of 1980 and 2000. For the purposes of this study, ads are conceptualized as a "mirror" (Neill, 1989) in which identity shifts and tensions in the psychiatric profession are reflected. Developments such as the introduction of the SSRIs, the widespread influence of DSM-III and its successors, the increased interest in social aspects of depression, and the popularity of Listening to Prozac are identified as historical factors that may have had an impact on the way depression is portrayed. An instrument to quantify ad elements was developed and pilot-tested by the author; the instrument was found to have adequate reliability when used by two trained coders. All unique ads for antidepressant and antipsychotic agents that appeared in American Journal of Psychiatry during the study time period (N = 296) were coded; antipsychotic ads were included to serve as a comparison group to ensure that changes across categories were not mistaken for changes unique to ads for antidepressants. The content analysis found that female models predominated in antidepressant ads throughout the time period, and that ads for newer antidepressants showed a greater proportion of recovered patients, were more likely to be ambiguous about which of the individuals pictured were the depression sufferers, and showed more positive social interactions than did ads for older agents. But ads for modern antipsychotic agents were even more female dominated than ads in the antidepressant category, and they also showed a shift towards positive social interactions. Qualitative analysis, using methods from semiotics and the pragmatic study of visual communication, amplifies the numerical findings, exploring how individual ads represented the potential contribution of gender role strain to depression, categorical versus dimensional conceptualizations of the disorder, and the changing role of the prescribing psychiatrist in facilitating recovery. Implications of these findings are discussed, as are possible directions for future research, particularly in the burgeoning area of psychotropics ads aimed at consumers.
Topical Name Used as Subject : Depression, Pharmaceutical advertising, AdvertisingPsychotherapy, Mass media, Marketing, Womens studies, Changes, Advertising, Pharmaceuticals, Mental depression
Information of biblio record : TL
 
 
 
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