Healthy Skepticism Library item: 5970

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

Lauer CD, Turp JC.
[Without risks and side effects? Product advertisements in dental journals]
Schweiz Monatsschr Zahnmed 2006; 116:(7):718-24

Abstract:

We examined number, size, design, and scientific approach of advertisements published in three dental journals between 1970 and 2004. For this purpose, the Schweizer Monatsschrift fur Zahnmedizin (SMfZ), Zahnarztliche Mitteilungen (ZM; Ger many), and The Journal of the American Dental Association (JADA) were chosen. The January and July issues of each of the 35 volumes were analyzed. Of 28,711 pages, 7265.5 were identified as advertisements (JADA: 29.9%, SMfZ: 24.8%, ZM: 13.7%). While whole-page ads dominated in JADA (87.2%) and SMfZ (68.9%), ad-sizes were more balanced in ZM. During the observation period, the use of photographs increased, while that of drawings decreased. Images of products dominated as compared to pictures of the orofacial region. Citations from study results (SMfZ 3.3%: ZM 2.5%; JADA 5.5%) and diagrams/tables (SMfZ: 3.2%; ZM: 1.0%; JADA: 4.5%) were rarely used, and an appreciable number of cited references could not be identified (SMfZ: 16%, ZM: 18%). More than 80% of the identifiable cited references corroborated the claim made in the advertisement. However, a critical attitude towards ads in dental journals appears justified.

Keywords:
Advertising* Dental Equipment* Dental Materials* Documentation English Abstract Periodicals*