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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 tenacity ... read moreof traditional gender roles despite the social changes brought about during the second wave of feminism. I conclude with a brief review of the gender norms in both print and television advertisements for antidepressants today.read less
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