Pharmaceutical branding: "building the beast" ~~ Each word has an entire volume of history attached to it.  Where does it come from?  How was it used in other places, other times?  Tracing the ancestry of a word through etymology reveals ancient understandings of the need for and role of such a word in a culture and tracks philosophical shifts over time on a societal level [exhibit A: compare the ancient, etymological meaning of “psychiatry” to current uses].  A word with no history, springing up “full-grown” and pregnant with meaning, is an anomaly with a specific function: it serves, not a culture attaching meaning to its life-world, but the sole purposes of its creator.  It delivers a very specific message -- cut out of context, simplified, compelling -- from its master to all who invoke its power.  PROZAC.  SEROQUEL.  ZYPREXA.  We're talking about branding.