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J. Patrick Kelly
Pfizer Pharmaceuticals Roerig Division New York, NY

JAMA. 1990;264(12):1532.

	Since this article does not have an abstract, we have provided the first 150 words of the full text PDF and any section headings.

In Reply.—

We respect the opinion of Dr Enzenauer and others who have expressed concern about the use of boxing imagery in our advertising. Advertising for our products generally runs for a finite period, and as can be seen in two recent issues of JAMA (1990;263:15741576, 2038-2040), the advertising in question has been discontinued.

To develop and execute advertising for any given product we go to great lengths to identify, develop, and present concepts that will compel interest while conveying important information. In the case of Cefobid, we used the "borrowed imagery" of boxing as a way to communicate graphically the image of strength and power, and the ability to triumph over infections. We have tested this advertising campaign with hundreds of physicians, both before and after the advertisements appeared in medical journals. Many of these physicians were undoubtedly aware of the American Medical Association's position on boxing, yet . . . [Full Text PDF of this Article]

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