Last week I noted the use of the “ social progress” frame as articulated by Michael J. Fox in campaign commercials running this election season (go here and here.)

Dems are not the first to employ this selective definition of science for promotional purposes, drug companies have been doing it for many years in direct-to-consumer advertising campaigns. Perhaps the most visible commercials right now are a series of testimonials run by Bristol Myers Squibb, with ads featuring Lance Armstrong and Lynn Redgrave.