Healthy Skepticism Library item: 6811

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

McCormack J.
Drug ad hard to swallow
Adbusters 199818-19
www.adbusters.org/adbusters/

Abstract:

The authors dissect out a disease oriented advertisement direct at consumers about heart disease and show that the real meaning of the ad is quite different from what the ad purports to say.

Keywords:
*analysis/Canada/DTCA/direct-to-consumer advertising/ print advertisements/ Bristol-Myers Squibb/ quality of information/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/EVALUATION OF PROMOTION: PRINT AND BROADCASE ADVERTISEMENTS/PROMOTIONAL TECHNIQUES: ENDORSEMENTS