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PubMed2002

Alcohol counter-advertising and the media. A review of recent research.

Counter-advertising commonly is used to balance the effects that alcohol advertising may have on alcohol consumption and alcohol-related problems. Such measures can take the form of print or broadcast advertisements (e.g., public service announcements [PSAs]) as well as product warning labels. The effectiveness of both types of counter-advertising is reviewed using the Elaboration Likelihood Model as a theoretical framework. For print and broadcast counter-advertisements, such factors as their emotional appeal and the credibility of the source, as well as audience factors, can influence their effectiveness. Further, brewer-sponsored counter-advertisements are evaluated and received differently than are the more conventional PSA counter-advertisements. For warning labels, both the content and design of the label influence their effectiveness, as do audience factors. The effectiveness of those labels is evaluated in terms of the extent to which they impact cognitive and affective processes as well as drinking behavior.

Advertising↗
PubMedDate not supplied

[The changed picture of the aged in advertising--results of a recent study 1985].

The proportion of advertisements relevant to older people in selected papers has increased. Advertisements including this age group have increased considerably, especially in TV and women's magazines. The image of older people is more positive, to the extent that they are not so isolated. Also the enlarged number of illustrations with married couples, job-fellows or social gatherings shows that these three important spheres of life are also fully assigned to older people. Professions are also being seen more often. The outcome of "Markenkompass 1982" shows that older people are far more receptive to advertising than younger ones. As a consequence of this it should be noted that in 1985 advertising experts more often aroused additional demands from this open-mindedness, for example out of ties with tradition, and gave the older people they depicted a more open character than in 1975. If we look at the function older people in advertising, this up-to-date character is nevertheless coupled with the stereotype attributes of wisdom and experience and therefore receives a more positive valuation. The presentation of older people in advertising is, by the way, very realistic. The conspectus now shows a much more positive "image of the old" than was to be found ten years ago. An analysis of the products offered, however, shows that the advertising experts still regard the older primarily as consumers of medical products, even if in a reduced form.(ABSTRACT TRUNCATED AT 250 WORDS)

Advertising↗
PubMed1977

Drug product advertising and prescribing: a review of the evidence.

A review of the effect of advertising drug products in medical journals on the prescribing of drugs is presented. The scope of advertisiig, the content of advertising, the latent effects of advertising, the effects of advertising on prescribing, and the social costs and benefits of advertising are discussed. Advertising for antibiotic and psychotropic drug products is reviewed in some detail. It is concluded that there is inconclusive evidence that the pharmaceutical industry, through journal advertising, is persuading physicians to prescribe drugs too often or unwisely, or both. It is suggested that pharmacists study the information needs of health care practioners and provide good drug information services.

Advertising↗
PubMed1995

[Alcohol beverage advertisements--survey of weekly magazines].

This paper presents an analysis of alcohol beverage advertisements appearing in weekly magazines and comics. Few studies have be undertaken on this sector of the mass media in Japan. The results are compared with those of a similar study in the United States. We also review alcohol advertisements on television and the drinking scenes shown in comics. On the average, Japanese magazines tend to contain fewer alcohol advertisements than American magazines. However, 18 (53%) in 34 weekly magazines contained alcohol advertisements showing that such magazines are an important medium for alcoholic beverage advertising in Japan. There were also alcohol advertisements targeting to particular populations, youths and women, which may be connected with the increase in drinking in these groups. Alcohol advertisements in the mass media should be monitored continuously as public health issue.

Advertising↗
PubMedDate not supplied

Paid counter-advertising: proven strategy to combat tobacco use and promotion.

This article discusses the effectiveness of paid counter-advertising in combating tobacco use and promotion, the impact of the Fairness Doctrine, which mandated anticigarette television advertisements in the late 1960s, and reasons why the media today are reluctant to run antismoking advertisements. Although counter-advertisements can work very well, they should be image-based, rather than fact-based. Currently, tobacco companies promote a positive image of cigarette smoking and brand awareness. Most antismoking ads, however, tend to focus on the tobacco itself and its adverse effects on the smoker, rather than combating the images the cigarette ads promote. Urging counter-advertising to focus on the product, rather than to try to produce guilt in smokers, this article provides examples of paid counter-advertising strategies employed by Doctors Ought to Care to illustrate an image-based approach. Overall, the antismoking movement must guard against complacency and measure its success according to tobacco companies' declining revenues, rather than the number of public service advertisements in the media.

Advertising↗
PubMed1998

Image advertisements for alcohol products: is their appeal associated with adolescents' intention to consume alcohol?

Criticism has been directed toward alcohol advertising, particularly regarding the use of image (lifestyle) advertising, and its potential influence on teenage alcohol consumption. This study sought to determine if adolescents who drink, or intend to drink alcohol at some future time, find image advertisements for alcohol more appealing than product advertisements. The results indicated that image advertising was preferred to product advertising, particularly by younger adolescents. Evidence of an association between preference for image advertisements and intent to drink in the future was found. Policy implications of the findings are discussed.

Adolescent↗
PubMed1997

Veterinary practice, competition and advertising: 1985-1994.

In 1985, members of the veterinary profession and four other professional groups in New Zealand were surveyed to establish their attitudes towards the developing commercialisation of their professions, and particularly towards advertising. This survey was repeated in 1988, and again in 1994. The results of the three surveys are presented in this paper. There was a sharp movement towards acceptance of advertising, and toward a competitive orientation in general, between 1985 and 1988, with a consolidation of these changes during the following 6 years. The acceptance of the idea of an openly competitive profession now has widespread support among veterinarians. Similarly, there is general support for the use of most kinds of informative advertising, with many practitioners viewing advertising as a business building tool, but with the advertising of fees remaining an area over which there is still considerable caution. Although clients are seen as more demanding than in the past, the client-practitioner relationship is still expected to be an enduring one. We suggest that, in view of the relaxed attitudes towards advertising that now exists among members of the veterinary profession, control of advertising should cease to be a concern to the profession.

Journal Article↗
PubMed1992

Effect of television advertising of alcohol on alcohol consumption and intentions to drive.

The alcohol consumption of 120 male and female college students was measured as they viewed a 90-min videotape of popular prime-time television programmes. Independent measures were the sex of the student, their drinker classification (light or moderate-heavy) and the number of alcohol advertisements (0, 6, 12) shown during the screening of the television programmes. Dependent measures were the number of drinks consumed, and the intentions of students to drive a motor vehicle after viewing the videotaped programmes. As predicted, males consumed more alcohol than females, and moderate-heavy drinkers consumed more than light drinkers. Male and female students who viewed six alcohol advertisements consumed more alcohol than students shown no alcohol advertisements or 12 alcohol advertisements. Analysis of intentions to drive after viewing the programmes revealed that the number of drinks consumed was not a significant covariate of driving intentions. Rather light drinkers of both sexes were less likely to intend to drive than moderate-heavy drinkers. Males exposed to alcohol advertisements were less likely to intend to drive than males who did not view alcohol advertisements. Different levels of exposure to alcohol advertisements did not influence the driving intentions of college females.

Journal Article↗
PubMed2005

Televised state-sponsored antitobacco advertising and youth smoking beliefs and behavior in the United States, 1999-2000.

BACKGROUND: Recent state budget crises have dramatically reduced funding for state-sponsored antitobacco media campaigns. If campaigns are associated with reduced smoking, such cuts could result in long-term increases in state health care costs. METHODS: Commercial ratings data on mean audience exposure to antitobacco advertising that appeared on network and cable television across the largest 75 media markets in the United States for 1999 through 2000 were combined with nationally representative survey data from school-based samples of youth in the contiguous 48 states. Multivariate regression models were used to analyze associations between mean exposure to state antitobacco advertising and youth smoking-related beliefs and behaviors, controlling for individual and environmental factors usually associated with youth smoking and other televised tobacco-related advertising. RESULTS: Mean exposure to at least 1 state-sponsored antitobacco advertisement in the past 4 months was associated with lower perceived rates of friends' smoking (odds ratio [OR], 0.72; 95% confidence interval [CI], 0.58-0.88), greater perceived harm of smoking (OR, 1.25; 95% CI, 1.11-1.42), stronger intentions not to smoke in the future (OR, 1.43; 95% CI, 1.17-1.74), and lower odds of being a smoker (OR, 0.74; 95% CI, 0.63-0.88). CONCLUSIONS: To our knowledge, this study is the first to explore the potential impact of state-sponsored antitobacco media campaigns while controlling for other tobacco-related advertising and other tobacco control policies. State-sponsored antitobacco advertising is associated with desired outcomes of greater antitobacco sentiment and reduced smoking among youth. Recent cuts in these campaigns may have future negative health and budgetary consequences.

Adolescent↗
PubMed1994

The impact of anti-drug advertising. Perceptions of middle and high school students.

OBJECTIVES: To examine the perceived impact of anti-drug advertising on the knowledge, beliefs, attitudes, and behavior pertaining to youth drug use and to evaluate the influence of demographic characteristics, media exposure, and substance use on the likelihood of perceiving a deterrent effect of anti-drug advertisements. DESIGN: Anonymous, self-administered survey. SETTING: Urban and suburban public schools. PARTICIPANTS: Eight hundred thirty-seven students in middle and high school (52% suburban, 50% male, 48% white) were studied in group convenience samples. OUTCOME MEASURES: Self-report of the impact of anti-drug advertising on knowledge, beliefs, attitudes, and behavior pertaining to drug use. RESULTS: Overall, 83% (95% confidence interval [CI], 80% to 86%) of the student sample was exposed to anti-drug advertising. A majority of these students reported a positive impact of anti-drug advertisements: 92% (95% CI, 89% to 95%) perceived an increase in their knowledge of drugs; 60% (95% CI, 56% to 64%) felt they gained stronger beliefs about the dangers of drugs; 52% (95% CI, 48% to 56%) felt they developed more negative attitudes toward drug users; and 75% (95% CI, 72% to 78%) reported that they had decreased, stopped, or been convinced never to initiate drug use. Multivariate analysis revealed that the non-drug-using, urban, and younger students were most likely to perceive a deterrent impact on behavior. CONCLUSION: Anti-drug advertising was perceived to have a deterrent effect on self-reported substance use among this population of adolescents.

Adolescent↗
PubMed1976

The concept of suggestion in the early history of advertising psychology.

As early as 1896, experimental psychologists began studying the mental processes involved in advertising. The first psychological theory of advertising maintained, in effect, that the consumer was a nonrational, suggestible creature under the hypnotic influence of the advertising copywriter. Walter Dill Scott was the major proponent of this theory, and it was largely through his writings that advertising men learned about the psychology of suggestion. Scott's theory was consistent with a growing trend in the advertising profession toward viewing consumer behavior as irrational. Scott's efforts might also be viewed as part of the trend in the advertising profession toward seeking a scientific basis for copywriting theory and practice.

Advertising↗
PubMed2004

Industry guidelines, laws and regulations ignored: quality of drug advertising in medical journals.

PURPOSE: To document the quality of evidence base for marketing claims in prescription drug advertisements, to facilitate identification of potential targets for quality improvement. METHODS: A sample of 1036 advertisements from four major Finnish medical journals published in 2002. Marketing claims were classified in four groups: unambiguous clinical outcome, vague clinical outcome, emotive or immeasurable outcome and non-clinical outcome. Medline references were traced and classified according to the level of evidence available. The statistical variables used in the advertisements were also documented. RESULTS: The sample included 245 distinct advertisements with 883 marketing claims, 1-10 claims per advertisement. Three hundred thirty seven (38%) of the claims were referenced. Each claim could be supported by one reference or more, so the number of references analysed totalled 381, 1-9 references per advertisement. Nine percent of the claims implied unambiguous clinical outcomes, 68% included vague or emotive statements. Twenty one percent of the references were irrelevant to the claim. There was a fair amount of non-scientific and scientific support for the 73 unambiguous claims, but not a single claim was supported by strong scientific evidence. Vague, emotive and non-clinical claims were significantly more often supported by non-Medline or irrelevant references than unambiguous claims. Statistical parameters were stated only 34 times. CONCLUSION: Referenced marketing claims may appear more scientific, but the use of references does not guarantee the quality of the claims. For the benefit of all stakeholders, both the regulatory control and industry's self-control of drug marketing should adopt more active monitoring roles, and apply sanctions when appropriate. Concerted efforts by several stakeholders might be more effective.

Advertising↗
PubMed2004

[Images of the elderly in printed advertisements in a time change perspective].

This content analytical study investigates the changes of image of the elderly in printed advertisements. A total of 364 advertisements published in 1999 and 2000 involving elderly models were analyzed. A positive image of older age is generally transported in advertisements addressing all consumers, whereas physical and cognitive deficits occurring with age are expressed in some verbal elements of advertisements addressing primarily the elderly themselves. However, such deficits are not visually depicted, since health, full energy and activity provide positive orientation. Compared with advertisements in the 1970s and 1980s, the elderly are shown as more attractive, active and socially appreciated today. In spite of their improved image, the elderly, especially older women, are still not represented in printed advertisement in proportion to their number in the population.

Activities of Daily Living↗
PubMed2005

Trends in recall and appraisal of anti-smoking advertising among American youth: national survey results, 1997-2001.

Public health efforts to reduce the harms related to tobacco use currently include a significant emphasis on anti-smoking media campaigns. This paper provides (a) data on the overall extent of exposure to anti-smoking media among American youth from 1997 to 2001, (b) an appraisal of general youth reactions to such advertising, and (c) an examination of how exposure levels and reactions vary by socio-demographic characteristics. Data were obtained from the Monitoring the Future study, an ongoing nationwide study of youth. Data were collected each year from nationally representative separate and nonoverlapping school samples of 8th, 10th, and 12th grade students (N = 29,724; 24,639; and 12,138, respectively). Self-reported levels of recalled exposure to both electronic and print anti-smoking advertising were measured, as well as the judged impact and perceived exaggeration of such advertising. Data indicate that significant increases in overall exposure to anti-smoking advertising occurred over the study time period. These increases were associated with (a) increases in the self-reported likelihood that anti-smoking advertising diminished the probability of individual smoking behaviors, and (b) increases in the perceived level to which anti-smoking advertising exaggerates the risks associated with smoking. Further, these trends were significantly associated with various characteristics-most notably, ethnicity, smoking behaviors, and residence in a state with an ongoing tobacco-control program having a media component.

Adolescent↗
PubMed1991

Cigarette advertising policy and coverage of smoking and health in British women's magazines.

A survey of cigarette advertising and coverage of health aspects of smoking in 86 British magazines with a large female readership was done in 1989. The findings were compared with the results of a 1985 survey which had led to the introduction of new voluntary restrictions in 1986 on cigarette advertising in magazines. Although there was a decrease in the proportion of magazines accepting cigarette advertising (64% to 42%), the new restrictions failed to cover the most popular magazines, so that an estimated collective readership of 7 million women aged 15-24 years were still exposed to cigarette advertising. Revenue from cigarette advertising by women's magazines increased by 10% in real terms between 1985 and 1988. There was a small decrease in the coverage given to health aspects of smoking; a third of magazines were willing to use pictures of people smoking in their editorial pages. The findings show that the voluntary restrictions introduced in the UK in 1986 have had a small effect on cigarette advertising and have failed to achieve their aim of protecting young women.

Adolescent↗
PubMed1990

'Codes' and practice: information in drug advertisements--an example from Sri Lanka.

The amount of scientific information that should appear in an advertisement for a drug has been discussed for over 20 years. The information should promote the rational use of the drug. There is a lack of data from developing countries. We analysed all drug advertisements in the Ceylon Medical Journal (CMJ) 1985-1986. Conformity with the existing WHO guidelines and IFPMA code was also assessed. The 111 advertisements constituted 42% of the pages in the CMJ. Thirty-one of 34 companies were from the industrialized nations. Twenty-one per cent of the advertisements did not have the generic name; 94% had information on indications, whereas only 23 and 22% had information on adverse effects and contraindications. Only 16% provided information on generic name, indications, dosage, adverse effects and contraindications. Despite this 68% satisfied the criteria of the WHO guidelines and IFPMA code mainly under an ill defined 'reminder advertisement' clause. The existing guidelines are insufficient to ensure the minimum scientific information in drug advertisements.

Advertising↗
PubMed1990

Cultural differences in the perception of magazine alcohol advertisements by Israeli Jewish, Moslem, Druze and Christian high school students.

This article describes the Israeli part of an international comparative research project conducted simultaneously in 1988 also in Australia and in the U.S.A., in order to determine the attitudes of high school students from different nations and cultures toward alcohol advertising. The Israeli study used a set of 64 magazine alcohol advertisements from 10 countries and with the help of an open-ended questionnaire examined differences and similarities in the perception of Israeli and foreign advertisements by Jewish, Moslem, Druze and Christian teenagers. Each response was coded twice. The first code indicated the general tone of the response and the second code indicated its theme. The article presents selected general results and conclusions. The results have implications for designing alcohol abuse education messages and can aid alcohol advertisers interested in responsible advertising to find advertising standards suitable to each culture.

Adolescent↗
PubMed2006

Gender differences in adolescents' responses to themes of relaxation in cigarette advertising: Relationship to intentions to smoke.

Studies have shown that increased exposure to cigarette advertising increases adolescents' risk of smoking and moreover, that gender may play an important role in moderating how cigarette advertisements are viewed and processed. However, information about the particular features of cigarette advertising that interact with gender to promote smoking among adolescents is scarce. The purpose of this study was to examine if gender moderates the degree to which the relaxation valence (i.e., degree to which relaxing themes are emphasized) of cigarette advertisements is related to smoking intentions in a sample of never smoking adolescents. Regardless of brand type (of the seven brands studied), cigarette advertisements that displayed highly relaxing images were associated with increased intentions to smoke among female adolescents only. These results have implications for understanding what features of cigarette advertisements have the most influence among different groups of adolescents.

Adolescent↗