Images of ‘the Other’: Exploring the Concept in a Case Study of Pharmaceutical Advertising

Abstract

The ‘other’ is a central concept in much of sociology, psychology and philosophy, and is useful in explaining the social exclusion and stigmatisation of people suffering from mental health problems. This paper first defines the concept and then applies it to a case study analysis of pharmaceutical advertising aimed at general practitioners. The paper also explores the way in which advertising may exploit professional insecurities and own self‐image. It is argued that this is undertaken in ways that do not put the person with mental illness in the forefront.

Citation

Shaw, I. (2008), "Images of ‘the Other’: Exploring the Concept in a Case Study of Pharmaceutical Advertising", Mental Health Review Journal, Vol. 13 No. 1, pp. 27-32. https://doi.org/10.1108/13619322200800005