Healthy Skepticism Library item: 2895

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

Day RL.
…Up to Eight Hours of Relief… Dissecting and analysing an o-t-c drug advertisement
Journal of the American Pharmaceutical Association 1976 September 01; 16:(9):496-499, 504

Abstract:

Pharmacists are trained to be objective consultants to patients regarding OTC drugs. Unfortunately, patients are also influenced by advertising. The ideal advertisement should be concise, truthful, and educational. A US Department of Commerce (1972) document, ‘What does advertising do for the consumer?’, presents a somewhat similar view. OTC drug ads require creativity because many OTC drugs are similar and unremarkable. Analysis of ads a range of products (many not drugs) illustrates key techniques. Many ads deliberately use words and word combinations that are uninformative or ambiguous. Sight and sound are used manipulatively, including beautiful people and audio unrelated to video. OTC ads are typical of other ads. In an ad for Anacin, an attractive gray-haired man in a suit emphasises that Anacin reaches a higher level in the bloodstream than aspirin, without reporting the respective doses or acknowledging that the higher level increases potential toxicity. An ad for Haley’s MO, the ‘feel young’ laxative, shows an older man being praised by his family for bowling successfully. An ad for Vick’s Sinex implies that it is better than the leading nasal spray because ‘only Sinex has medicated vapors you can feel’. The Department of Commerce document says more about what advertising could be than what it actually is.

Keywords:
*analysis/United States/Advertising* Drug Industry Drugs, Non-Prescription* Humans United States