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Risk Information and Message Attributes of Direct-to-Consumer Prescription Drug Advertisements on Television |
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Abstract:
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This study content analyzed 41 direct-to-consumer (DTC) prescription drug advertisements aired in network evening news programs during a period of eighty days in late 2006. The ads were extensively coded for the presentation of risk and benefit information, advertising appeals, as well as a number of other key attributes of DTC advertising messages. As our data collection continues, the key findings so far revealed that the presentation of risk and benefit information greatly differs in many aspects. As such, the FDA’s “fair balance” requirement of DTC broadcast ads may not have been fully fulfilled by pharmaceutical advertisers. Implications and suggestions for future research were also discussed. |
Most Common Document Word Stems:
advertis (124), dtc (120), inform (110), risk (100), ad (91), present (79), benefit (77), commerci (64), endors (60), drug (53), consum (48), use (47), one (42), effect (34), televis (33), appeal (32), 1 (32), studi (32), direct (32), prescript (30), voiceov (30), |
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Association:
Name: NCA 93rd Annual Convention
URL: http://www.natcom.org
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Citation:
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MLA Citation:
| Zheng, Lu. and Cheng, I-Huei. "Risk Information and Message Attributes of Direct-to-Consumer Prescription Drug Advertisements on Television" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL, Nov 14, 2007 <Not Available>. 2009-05-23 <http://www.allacademic.com/meta/p193107_index.html> |
APA Citation:
| Zheng, L. and Cheng, I. , 2007-11-14 "Risk Information and Message Attributes of Direct-to-Consumer Prescription Drug Advertisements on Television" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL Online <PDF>. 2009-05-23 from http://www.allacademic.com/meta/p193107_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study content analyzed 41 direct-to-consumer (DTC) prescription drug advertisements aired in network evening news programs during a period of eighty days in late 2006. The ads were extensively coded for the presentation of risk and benefit information, advertising appeals, as well as a number of other key attributes of DTC advertising messages. As our data collection continues, the key findings so far revealed that the presentation of risk and benefit information greatly differs in many aspects. As such, the FDA’s “fair balance” requirement of DTC broadcast ads may not have been fully fulfilled by pharmaceutical advertisers. Implications and suggestions for future research were also discussed. |
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| Running Head: DTC Commercials Risk Information and Message Attributes of Direct-to-Consumer Prescription Drug Advertisements on Television Paper submitted to the Health Communication Division the 2007 conference of National Communication Association Chicago IL. February 2007 DTC Commercials –2 Abstract This study content analyzed 41 direct-to-consumer (DTC) prescription drug advertisements aired in network evening news programs during a period of eighty days in late 2006. The ads were extensively coded for the presentation of risk and benefit information advertising appeals as |
| not use this appeal type 21. Safety (1) Safe: “safe” leaves the system quickly is a “reversible” treatment. (2) Natural: works “naturally”; works like your own body does; made of natural agents (3) Nonaddictive: non-habit-forming or nonaddictive. (4) Nonmedicated: does not make one feel drowsy sleepy medicated drugged or spacey. (5) Did not use this appeal type. 22. Explicit Comparative advertising: whether the advertised brand is claimed to be superior to a specific brand (e.g. Drug X works better |
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