Ventolin:市场的标志

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-01-11 DOI:10.1080/10253866.2021.2020761

B. Cova

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引用次数: 2

摘要

本文发展了芬托林的具体案例，芬托林是一种药物，凭借其50年的存在，其分配对象(吸入器)，消费者(哮喘患者)和品牌本身的属性，已经取得了标志性的市场地位。我们首先将Ventolin的诞生置于寻找哮喘疗法的历史背景中。然后，我们讨论了Ventolin吸入器是如何从象征着软弱和懦弱而质疑哮喘患者的勇敢，到与达斯·维德(Darth Vader)的联系而成为邪恶的象征。最后，我们讨论了这个药物品牌的劫持和物质性在这个过程中的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Ventolin: a market icon

ABSTRACT The present article develops the specific case of Ventolin, a medication that has achieved iconic market status by virtue of its fifty years of existence, the attributes of the object that dispenses it (the inhaler), its consumers (asthmatics), and the brand itself. We start by situating Ventolin’s birth in the historical context of the search for asthma remedies. We then discuss how the Ventolin inhaler went from problematizing the bravery of asthmatics by symbolizing weakness and cowardice to becoming an emblem of villainy thanks to the association with Darth Vader. We conclude by discussing the hijacking of this medication brand and the role of materiality in that process.

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.