Intended for healthcare professionals


O Liberty! what crimes are committed in thy name!

BMJ 2000; 321 doi: (Published 02 September 2000) Cite this as: BMJ 2000;321:578
  1. Liam Farrell, general practitioner
  1. Crossmaglen, County Armagh

    Would bare breasts make you look twice at a drug company's advertisement? If the answer is yes, then the makers of Taxotere (docetaxel), used in the treatment of advanced breast cancer, will probably be very pleased with their advertising agency team.

    We doctors are shamelessly manipulated by drug companies in all kinds of ways. Although the methods cover the whole spectrum from subliminal to brazen, from little pens that don't work to pushy reps, the new advert for Taxotere does manage to be both innovative and striking. It is innovative because I've never seen such a display of feminine pulchritude in a medical journal before and striking for the very same reason. Even the adverts for oral contraceptives are usually quite coy, as if they were promoting aerobics rather safe sex.

    Embedded Image

    Detail from Liberty Leading the People (1830) by Eugène Delacroix

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