In the 21st century, the human body has emerged as an object of study in the area of marketing, where it has been linked to both the consumption of goods and the reception of advertising messages (Falk, 1994). In the process, health has been turned into a commodity (Aggleton, 1990) and an awareness of bodily relevance has degenerated into an obsession with (bodily) appearance, which is accompanied by a constant pursuit of vitality, youthfulness and aesthetics. Achieving this goal is aided by a consumer culture that provides adequate products and services to meet individual (health and beauty) needs (Bunton and Burrows, 1995; Featherstone, 1991; Glassner, 1992; Glassner, 1995; Lupton, 1995): “In the health sphere the growth in ‘health-related’ goods and services is influenced by a market logic which produces both new products and new, more discerning, health-conscious consumers” (Bunton, 1997: 235).
KeywordsAdvertising Message Market Logic Elaboration Likelihood Model Drug Advertising Pharmaceutical Advertising
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