Publication details [#135]

Delbaere, Marjorie. 2013. Metaphors and myths in pharmaceutical advertising. Social Science & Medicine 82 : 21–29. 9 pp.
Publication type
Article in journal
Publication language
Place, Publisher
Pergamon Press - An Imprint of Elsevier Science


The research explores the conceptual metaphors used in pharmaceutical advertisements of two kinds – addressed to consumers and addressed to physicians. In particular, the author presents three prevalent metaphors – of magic, sports and journey. The source material is taken from popular consumer magazines, physician journals and online consumer drug reviews. The study compares and contrasts metaphors applied in particular media.