Healthy Skepticism Library item: 20162

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

Tsao JC.
Informational and symbolic content of over-the-counter drug advertising on television.
J Drug Educ 1997; 27:(2):173-97
http://www.ncbi.nlm.nih.gov/pubmed/9270212

Abstract:

The informational and symbolic content of 150 over-the-counter drug commercials on television are empirically analyzed in this study. Results on the informational content suggest that over-the-counter drug ads tend to focus on the concern of what the drug will do for the consumer, rather than on the reasons why the drug should be ingested. Accordingly, advertising strategy is centered on consumer awareness of the product as the primary goal. Educational commitment, however, did not seem to be blended into the promotional efforts for over-the-counter drugs. Findings on the symbolic content of over-the-counter drug ads reveal that drug images have been distorted. Performance of most drugs has been portrayed to be simple resolutions to relieve the symptom. Moreover, a casual attitude toward drug usage is encouraged in the commercials, while time lapse of drug effects is overlooked.

Keywords:
Advertising as Topic* Drug Labeling Health Education Health Knowledge, Attitudes, Practice Humans Nonprescription Drugs* Social Responsibility Television* United States