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SUMMARY:Control versus chaos: differences in advertisements for non-psychi
 atric and psychiatric medication in professional journals - Dr. Juliet Fos
 ter ( University of Cambridge)
DTSTART:20120203T130000Z
DTEND:20120203T140000Z
UID:TALK35387@talks.cam.ac.uk
CONTACT:26656
DESCRIPTION:This paper will discuss the results of an exploratory mixed me
 thods study that examined differences and similarities between advertiseme
 nts for psychiatric and non-psychiatric medication in two professional jou
 rnals. A quantitative and qualitative analysis of text and images in all a
 dvertisements for medication in the British Medical Journal and the Britis
 h Journal of Psychiatry between October 2005 and September 2006 was undert
 aken. These journals were chosen for their high circulation rates and spec
 ialisms. Statistical analysis was carried out as appropriate\, and qualita
 tive analysis was thematic.\n\nAdvertisements for psychiatric medication c
 ontain significantly less text than advertisements for non-psychiatric med
 ication\, and are less likely to include clinical or research information 
 about the drug itself\, relying instead on narratives. The images used in 
 advertisements for psychiatric medication are more negative than those use
 d for non-psychiatric medication\, and focus on deviant\, out-of-control b
 ehaviour before treatment. In comparison\, non-psychiatric medication adve
 rtisements tend to use images of people after successful treatment engaged
  in everyday activities and in control.\n\nAlthough this was a relatively 
 small sample\, the strength and significance of the differences in the way
 s in which psychiatric and non-psychiatric medication are advertised is tr
 oubling\, and suggests that stigmatising images of mental health problems 
  are still in evidence in areas of health care. This is more worrying in l
 ight of mental health policy\, anti-stigma campaigns and also discussion s
 urrounding Direct-to-Consumer Advertising. These implications will be disc
 ussed in more depth.
LOCATION:PPSIS Seminar Room (Free School Lane)
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