1. To see how easy it would be for the general practitioner reader to obtain copies of references given in advertisements it was decided to see whether the reference would be available in several different types of medical library. We chose a library at a postgraduate medical centre (with 33 periodicals), a library at a large general hospital (with 93 periodicals) and a library at a medical school (approximately I500 periodicals). A further indicator was based on the,1973
2. clinical trials which were adequately conducted, Smith,1976
3. and Barthes (1973).
4. The visual image of the problems of the woman's Part of the imagery is in the types of people who role is often very powerful. For instance an adverare portrayed for different types of problems and tisement for Prothiaden, an antidepressant, features the way these people are portrayed. Several authors a sad-looking woman standing in a supermarket,1975
5. describes this medicalization as occurring by 'making the labels "healthy" and "ill" relevant to an ever-increasing part of human existence';Zola,1972