Past Event! Note: this event has already taken place.
| When: | Thursday, March 20th, 2025 |
| Time: | 3:00 pm — 4:30 pm |
| Location: | Richcraft Hall, 4308 |
| Audience: | Current Students, Faculty |
Please join us for a talk by Dr. Agnes Malkinson entitled, “Positioning Pharmaceuticals: The Emergence of Prescription Drug Advertising in Canada, 1987-2005.”
Recent advertising for weight loss drugs like Ozempic and Rybelsus has appeared across all forms of media, from TV and social media to billboards, sports games, podcasts, and even entire buses and streetcars wrapped in promotional messaging. This widespread and attention-grabbing campaign has sparked concerns about the relationship between persuasion, people, and prescriptions. However, the Ozempic controversy is just the latest chapter in a broader history of how pharmaceutical companies have strategically reshaped drug advertising in Canada.
In the late 20th century, pharmaceutical advertising in Canada underwent a major transformation. Between 1987 and 2005, drug companies moved beyond targeting physicians and began engaging consumers directly, despite regulatory restrictions. This presentation examines that shift, exploring how prescription drugs were positioned as tools of self-actualization in an effort to shape public perceptions of medicine and health. Through an analysis of advertisements from Chatelaine, Maclean’s, and Reader’s Digest, this study traces the evolution of pharmaceutical advertising in Canada and explores how these campaigns, and the companies and agencies behind them, have sought to influence public perceptions and shape how Canadians engage with prescription drugs.
Dr. Malkinson recently completed her PhD in Communication at Carleton University, focusing on pharmaceutical advertising and media history. She currently works at Health Canada, where she specializes in media analysis.