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I'm not against the BMJ earning money from advertising; i've always
found the pharmaceutical adverts rather soothing. But I didn't realise
until today that each week the BMJ transports me into a easy trance,
one in which it is conducive and reassuring to ponder medical things.
Coming across a double page advert for a Mercedes in this week's BMJ
(no 7711 4th July 2009) sent me into a brief disorientation. Would
having a mercedes improve my management of urinary incontinence?
Perhaps at a push it might speed up my home visits. But the ruder
shock came from looking over at what my wife was reading. In her
professional publication (she is a vet) Mercedes had taken out a
double page spread there too, except that her advert was for a far
larger and more expensive version. Distraction and then jealousy! Did
you know that it might have such an effect when you allowed the advert?