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Science and the Salvation of Longevity |
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 Where Science and Capital intersect, an overarching legitimating theme that stands out in advertising discourse is the promise that new drugs created by the pharmaceutical industry have the potential for ameliorating human suffering by reducing disease and finding cures for human ailments. These discoveries are seen resulting in the extension of fruitful longevity. The promise of long life absent the debilitating diseases and afflictions that have plagued humankind is a compelling vision, especially when signified via the magic of music and beautiful photography; or when set against the power of testimonials by those who have been blessed with recovery from illness. Science and salvation -- at least, salvation for individuals and their nuclear family -- appear not simply as miracles of science, but as science unlocking our understanding of Nature so that we can finally live harmoniously with it. |
| America's Pharmaceutical Companies |
| This industry-wide consortium representing the interests of pharmaceutical corporations such as Merck, Pfizer, Johnson& Johnson, Glaxo-Wellcome, Squibb et. al., runs a campaign proclaiming their research in battling ailments. In one commercial we watch young girls playing soccer. Dr. Fred Brown, identified as pharmaceutical company researcher, narrates.
Brown: When a patient undergoes an asthma attack. They are literally gasping for breath. Young female soccer player: When I have an asthma attack it's really, really scary. Brown: Asthma is caused by an inflammation of the lung. The new medicines that the pharmaceutical industry have created for asthma allow patients greater flexibility in their lifestyle. Hopefully one day no one will suffer from asthma anymore." Signifiers of medical science (liquid being poured into a test tube, an X-ray of lungs, and plastic balls symbolizing molecular structure) are interspersed with shots of Brown and the girls playing soccer. The ad ends with the name, America's Pharmaceutical Companies, printed in red background, mortised in a blue sky with a bird soaring overhead. Below, the tagline -- "Leading the way in the search for cures" -- frames their mission. |
