Abstract:

Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address reader’s values, needs and ‘ideology’ (or outlook on their job and work). They influence Physicians by managing their impressions of the brand and their associations with it, differentiating their choices in terms of brand values and benefits, and so motivating and reinforcing prescribing. Ads seek to transform negative values and self-images of the prescriber into positive ones, operating through covert/implicit impressions as well as explicit statements or messages.