Healthy Skepticism Library item: 17538

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: Journal Article

Sokol J, Wackowski O, Lewis MJ.
Marketing pharmaceutical drugs to women in magazines: a content analysis.
Am J Health Behav 2010 Jul-Aug; 34:(4):402-11
http://www.ncbi.nlm.nih.gov/pubmed/20218752

Abstract:

OBJECTIVES: To examine the prevalence and content of pharmaceutical ads in demographically different women’s magazines. METHODS: A content analysis was conducted using one year’s worth of 5 different women’s magazines of varying age demographics. RESULTS: Magazines differed in the proportion of drug ads for different health conditions (eg, cardiovascular) and target audience by age demographic. Use of persuasive elements (types of appeals, evidence) varied by condition promoted (eg, mental-health drug ads more frequently used emotional appeals). Ads placed greater emphasis on direction to industry information resources than on physician discussions. CONCLUSIONS: Prevalence of pharmaceutical advertising in women’s magazines is high; continued surveillance is recommended.