"A Lot of Little Things Are Wrong": The Tenacity of Gender Roles in Drug Advertisements in an Era of Change

Mauksch, Claire S.
2011

This thesis is an examination of the gendering of drug advertisements from 1955-1972. I reviewed over 800 advertisements in the Journal of the American Medical Association, focusing on those for psychotropic drugs such as Miltown and Valium. I analyze how the ads portray the drugs through the lenses of the crises of masculinity and femininity in the mid-twentieth century, and remark upon the tenac... read more

This object is in collection:
Undergraduate honors theses
Subjects
Gender identity in advertising
Feminism
Permanent URL
http://hdl.handle.net/10427/71347
ID: tufts:UA005.001.076.00001
To Cite: DCA Citation Guide
Usage: Detailed Rights