I recently experienced the phenomenon of cognitive dissonance during a commercial on the evening world news.  It was an advertisement promoting a diabetes medicine that showed overweight people at a barbecue,烹饪和跳舞。这与我在创伤诊所的那天有多么的不同,在那里,我看到一个又一个肥胖症和糖尿病患者患有无法愈合的伤口和其他并发症。

So I tucked this into the back of my mind until another commercial caught my attention.  As a litany of awful side effects was delivered by an offscreen announcer,the scene on TV lingered over a young couple enjoying a walk on the beach.  The contradictions troubled me,我开始更加关注图像中直接面向消费者(DTC)药品广告泛滥的航空公司。

每一个药品广告都有暴露的食品及药物管理局要求的副作用,这张单子似乎永远都在上面。这张单子是一个看不见的播音员在日落时播出的,各方,and genial family get-togethers are depicted.  How does this impact the image of disease in the mind of the public,大多数人不熟悉的真实,残酷的现实?我相信,这种并置导致人们不切实际的期望,即现代医学能够将疾病转变为愉快的、审美愉悦的体验,and perhaps banish it entirely.  False expectations indeed – as anyone who works with aging,疾病,和临终问题可以告诉你。

不切实际的期望与现实碰撞时的真实世界疾病和衰老的到来。The images absorbed in front of the television set just don't jive with what happens in the ICU or rehab unit.  When slick images collide with reality,内部矛盾的不适,这有时会转化成愤怒和责备,因为医疗保健系统没有达到预期。


广告业——并不以它的顾虑和道德而闻名——用虚假的形象淹没了我们,这些虚假的形象为床边的战场奠定了基础。处理许多遇到不切实际的期望是不可或缺的组件,and translates into hours of discussions with patients and families regarding the realities of aging and death.  It can be an exhausting process and an uphill battle,特别是当家庭回家,打开电视机。

不幸的是,许多护理人员未经培训或没有时间进入讨论关于疾病的现实,死亡,and dying.  In bypassing this opportunity,they unwittingly play into false expectations delivered through the airwaves.  Geriatricians and palliative care specialists fill in part of the gap,but many opportunities are missed.  It's time for medical schools across the country to recognize the problem and rise to the occasion to train all physicians,不分专业,教育他们的病人,使他们了解现实的老龄化预期,疾病,和死亡。