Healthy Skepticism Library item: 2887

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

Smith MC.
Portrayal of the elderly in prescription drug advertising
The Gerontologist 1976; 16:329-334

Abstract:

Content analysis was used to determine the portrayal of elderly and nonelderly models in advertisements for prescription drugs in two medical journals. While both types of patients were portrayed in a majority of ads in a negative way, the negative portrayal of the elderly tended to reinforce stereotypes of the elderly. Research is essential to determine the extent of the effects, if any, of these commercial messages on physicians’ views of the elderly.

Keywords:
*analytic survey/United States/journal advertisements/images in ads/elderly/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/IMAGES IN PROMOTION: ELDERLY