Healthy Skepticism Library item: 38

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

Lill DJ, Peterson RT.
Older adult portrayal in television commercials by pharmaceutical manufacturers: an analysis
Journal of Pharmaceutical Marketing & Management 2001; 14:(1):81-96

Abstract:

This research study examined the portrayal of older adults in pharmaceutical manufacturers’ television commercials. Content analysis was employed to assess the commercials. The results of the study suggest that the commercials portrayed the elderly less frequently and less favorably than younger persons. Several implications for pharmaceutical manufacturers who sponsor television commercials are raised as they relate to the depiction of older adults.

Keywords:
*content analysis United States DTCA direct-to-consumer advertising elderly broadcast advertisements images in ads EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING IMAGES IN PROMOTION: ELDERLY

Notes:

Methodology note: The results of this study apply only to broadcast advertisements and may not be applicable to print advertisements.
ProCite field⁵: Content analysis