Healthy Skepticism Library item: 3381

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

Vener AM, Krupka LR.
Over-the-counter drug advertising in gender oriented popular magazines.
J Drug Educ 1986; 16:(4):367-81

Abstract:

A survey of 111 gender-oriented popular magazines showed that although seventeen more men’s magazines than women’s were examined, almost seven times as many over-the-counter drug advertisements were found in the latter than in the former. The majority of over-the-counter drug advertisements placed in women’s magazines centered around the concern for appearance, while the largest number of advertised products found in men’s were for stimulants. Stimulants advertised as energizers were frequently merchandized as “look-alikes.” It was suggested that regulatory efforts should be enhanced against the advertising of approved drugs for unapproved purposes. The simulated sun tanning pill was presented as a case in point. Criteria were presented to help the editorial staffs of magazines and consumers to recognize deceptive advertisements, bordering on quackery.

Keywords:
*analytic survey/United States/over-the-counter drug advertisements/women's magazines/men's magazines/EVALUATION OF PROMOTION: PRINT AND BROADCAST ADVERTISEMENTS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: OVER-THE-COUNTER MEDICATIONS Advertising* Drugs, Non-Prescription* Female Gender Identity* Humans Identification (Psychology)* Male Periodicals*