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PubMed2000

How Do Adolescents Process Advertisements? The Influence of Ad Characteristics, Processing Objective, and Gender.

This study investigates the influences of print advertisements on the affective and cognitive responses of adolescents. Junior and senior high school males (n = 111) and females (n = 84) were randomly assigned to either a low- or high-elaboration condition to process primarily visual and primarily verbal print advertisements. The students then responded to questions measuring three dependent variables-memory of specific facts, inference, and emotional response. Three-way ANOVA results indicated that predominantly visual advertisements elicited memory of more facts, more inferencing, and more intense emotional responses than predominantly verbal ads. In addition, females remembered more facts, made more inferences, reported stronger emotional responses, and detected the explicit claim of the ad more frequently than males. Finally, students in the high-elaboration condition remembered more details than students in the low-elaboration condition. The results are discussed in terms of implications for advertising media literacy. Copyright 2000 Academic Press.

Journal Article↗
PubMed1985

The influence of advertisements on the conspicuity of routing information.

An experiment is described in which the influence of advertisements on the conspicuity of routing information was investigated. Stimulus material consisted of colour slides of 12 railway station scenes. In two of these scenes, number and size of advertisements were systematically varied. Subjects were instructed to locate routing signs in the scenes. Performance on the location task was used as a measure of the routing sign conspicuity. The results show that inserting an advertisement lessens the conspicuity of the routing information. This effect becomes stronger if more or larger advertisements are added.

Journal Article↗
PubMed2001

Attitudes toward tobacco advertising among Hispanic migrant farm workers.

The existing literature surrounding the effects of transnational tobacco advertising, advertising near or around U.S. borders, on migrant farm workers have been virtually ignored. The purpose of this study was to determine the media literacy skills among migrant farm workers and gather information regarding attitudes and beliefs surrounding tobacco use. Results indicate that migrant Hispanic farm workers believe that smoking is highly popular in the United States and a necessary part of American culture. The data also revealed low media literacy skills regarding tobacco advertising and pro-tobacco attitudes among Hispanic migrant farm workers. As a result, the current study suggests that this population has specific needs for basic media literacy skills regarding tobacco use. Therefore, health education specialists can develop educational strategies that will address tobacco advertising and media literacy skills among migrant farm workers.

Journal Article↗
PubMed2004

Food Advertising and Marketing Directed at Children and Adolescents in the US.

In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies.

Journal Article↗
PubMed1997

A comparison of patients with major depressive disorder recruited through newspaper advertising versus consultation referrals for clinical drug trials.

Difficulties in recruiting patients for clinical trials have plagued investigators for many years. One concern is the generalizability of clinical trial results to community practice, that is, whether volunteers recruited through advertising are homogeneous with those seeking treatment in a clinical setting. This article retrospectively compares the baseline characteristics of patients recruited through newspaper advertisements with those recruited through consultation referrals by reviewing the charts of 54 patients enrolled in two clinical trials for major depressive disorder (MDD). We examined demographic data, background information, clinical histories, and baseline status. Results indicated homogeneity for most variables. The consultation group was significantly more likely to have had previous treatment for the current episode of depression. These results suggest that, although the advertisement and consultation groups were very similar, the drug naivety of the advertisement group may make them a preferred source in terms of generalizability to community practice.

Adult↗
PubMed1996

Body shape ideals across gender, sexual orientation, socioeconomic status, race, and age in personal advertisements.

OBJECTIVE: To assess body shape ideals across gender, sexual orientation, race, socio-economic status, and age, METHOD: An analysis of personal advertisements was conducted across seven different publications which targeted the groups of interest. RESULTS: Women advertised body weight much less often than men, and lesbians reported body shape descriptors significantly less often than heterosexual women. Gay men and African-American men described their body shape significantly more often than did other groups. However, their reported body mass indices (BMI) were significantly different-African-American men reported a higher BMI, and gay men a lower BMI, than Euro-American heterosexual men. DISCUSSION: Race and sexual orientation may influence the importance of size of body shape ideals for men. For women, however, their advertised weights conformed to the thin ideal across all groups surveyed. Gender roles affecting body shape ideals and mate attraction are discussed.

Adolescent↗
PubMed2001

A survey of Hong Kong dentists' attitudes towards advertising.

OBJECTIVE: To determine the attitudes of dental practitioners in the Hong Kong Special Administrative Region (SAR) of the Peoples' Republic of China towards advertising of dental services by members of the profession, a practice that is currently not permitted by legislation. DESIGN: Self-completion questionnaires were mailed to 400 members of the Hong Kong Dental Association. In addition to being presented with a number of closed questions, respondents were invited to expand on their answers in a more qualitative, open-ended manner. RESULTS: 271 replies were received, representing a response rate of 68%. Respondents were largely against a move towards any deregulation which would result in dentists being allowed to advertise their services in the SAR (57.9% against, 28.0% for), this despite a high proportion of respondents reporting that, in their opinion, the Hong Kong public do not know enough about the services provided by dentists in the SAR (69.7%). CONCLUSIONS: Opinions amongst Hong Kong dentists are divided with a majority feeling that a move to allow advertising would not benefit either the public or the profession. There is, however, a significant proportion of dentists who feel that there is a need for such deregulation.

Adult↗
PubMed1993

Alcohol advertising bans and alcohol abuse: reply.

Young reexamines the work first presented in Saffer (1991) on the relationship between alcohol advertising bans and alcohol use. While there are several interesting possibilities for extending Saffer (1991), Young fails to provide any new insights. Most of his paper is devoted to recreating my data and results. He tries to extend my work with three new specifications. Each of these new specifications is flawed. His errors include a inappropriate application of fixed effects models, inappropriate dependent variables, and incorrect serial correlation computations. The results of these errors are a series of inconsistent advertising ban coefficients. He concludes that these inconsistent results are evidence that advertising bans have no effect of alcohol abuse. It might be better to at least provide a series of consistent regression models before coming to any conclusions.

Advertising↗
PubMed1991

Advertising for psychotropic drugs in the Nordic countries: metaphors, gender and life situations.

Advertisements for psychotropic drugs which appeared in the leading medical journals in Finland, Sweden and Denmark were analyzed to identify the picture content and trends in advertising between 1975 and 1985. The most common picture was a metaphor, the frequency of which increased in the 1980s. The second largest picture category was a patient, the rate of which remained constant during the study period. Both the use of a metaphor and a patient was related to the low sales of the drug in respective country whereas picture of a drug package was related to a stable market position of a drug in the country. The patients were increasingly depicted as men in the Danish and Swedish journal whereas the pictures of females were most common in the Finnish one. The portrayal of working persons, especially office workers and teachers, was a new feature in the advertisements in the 1980s. It is argued that the drug industry still uses gender as a device to expand their market of psychotropic drugs in a new way.

Advertising↗
PubMed1992

The gap between legal rules and practice in advertising non-registered pharmaceutical products. A new method of analysis.

The market of non-registered pharmaceutical products is growing fast in number and overall costs, not only in the Netherlands, but also in other European countries. These products often give the impression that the consumer may expect 'an effect as from a drug'. Legally, there is a clear distinction between 'drugs' and 'commodities' in the Netherlands; the question is whether legislation and practice concur. In an investigation we analysed texts of advertisements for non-registered pharmaceutical products published in a popular magazine. A method was developed, based on the legal definition of a drug and jurisprudence, to determine in a qualitative and quantitative way the application of medicinal claims. It transpired that in 65% of the analysed advertisements explicit or implicit claims were made. These products should therefore be subject to drugs legislation. Thus, in the Netherlands there is a gap between legislation and practice in advertising non-registered pharmaceutical products.

Advertising↗
PubMed2004

Literacy demands of product information intended to supplement television direct-to-consumer prescription drug advertisements.

The US Food and Drug Administration (FDA) allows television direct-to-consumer (DTC) prescription drug advertisements that do not fully disclose drug risks if the ads include "adequate provision" for dissemination of the drug's approved labeling. This requirement can be met in part by referring consumers to multiple text sources of product labeling. This study was designed to assess the materials to which consumers were referred in 23 DTC television advertisements. SMOG assessments showed that the average reading grade levels were in the high school range for the main body sections of the materials and college-level range for the brief summary sections. The Suitability Assessment of Materials (SAM) instrument identified specific difficulties with the materials, including content, graphics, layout, and typography features. Stronger plain language requirements are recommended. Health care providers should be aware that patients who ask about an advertised drug might not have the full information required to make an informed decision.

Advertising↗
PubMed2005

Direct-to-consumer advertising and the patient-physician relationship.

BACKGROUND: Differences in attitudes of patients and physicians toward direct-to-consumer advertising (DTCA) of prescription medications may influence the patient-physician relationship, which may in turn influence health care outcomes. OBJECTIVE: The objective of this study was to provide empirical evidence to show how the patient-physician relationship may be influenced by DTCA. METHODS: The study used a cross-sectional research design. Pharmacists at 71 pharmacies were asked to distribute self-report survey instruments to patients who used either a proton-pump inhibitor or a nonsedating antihistamine by prescription. Data were collected between March and June 2003. Hierarchical multiple regression was used to assess the research propositions. RESULTS: A usable response rate of 7.3% (n=326) was obtained. About 95% of the sample had seen an advertisement for either a proton-pump inhibitor or a nonsedating antihistamine. Response to DTCA was significantly related to the patient's satisfaction with the physician and the patient's evaluation of communication, even after controlling for demographic variables and length of the patient-physician relationship. Other outcome variables (trust, relationship commitment, and average visit time) were not significantly related to DTCA response. Post hoc analyses revealed that DTCA responders, who asked their doctor to prescribe a specific product after seeing its advertisement, rated satisfaction and communication lower than the DTCA nonresponders. Additional follow-up analyses showed that these findings were largely attributed to patients in the proton-pump inhibitor group. CONCLUSION: The findings suggest that response to DTCA may be significantly related to patients' evaluation of communication quality and their satisfaction with the physician. However, these findings may not generalize to all medical conditions or types of patient. Furthermore, DTCA response does not appear to be related to other patient-physician relationship outcome variables. Given these findings, key variables to explore in future DTCA research with respect to its effect on the patient-physician relationship include patient expectations and disease/condition type.

Adult↗
PubMed2005

The male heart and the female mind: a study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication.

Stereotypes which suggest that cardiovascular disease and depression are related to gender can have consequences for the mental and physical health outcomes of both men and women. This study examines how these stereotypes may be reinforced by medical publications advertising for cardiovascular and antidepressant medication. A random sample of 61 (with no repeats) advertisements which appeared in Irish medical publications between July 2001 and December 2002 were analysed using both content and semiotic analysis. Results indicate that the meanings created by advertisers for cardiovascular drugs and antidepressants did in fact gender these products. Women were depicted as the predominant users of antidepressants and men as the main users of cardiovascular drugs. The images used identified two stereotyped patients: the 'male' heart patient and the depressed 'female' patient. Furthermore, the imagery and language used to promote the two categories of medication tended to strengthen gendered associations.

Advertising↗
PubMedDate not supplied

Rote learning after exposure to a direct-to-consumer television advertisement for a prescription drug.

The purpose of this exploratory study was to: (1) test the rote learning response; and (2) investigate the effects of selected consumer demographic/psychographic, information-access, and health-related knowledge/experience variables on rote learning after exposure to a televised direct-to-consumer prescription drug advertisement that was developed and broadcast under new US Food and Drug Administration guidelines. A judgment (nonprobability) sample of 202 individuals waiting for their appointments at a university-based general medicine clinic was selected to view a televised advertisement and complete a questionnaire. One participant returned an unusable form; 24 others held positions in health care occupations and were omitted from the analysis. Results based on responses from the 177 eligible participants showed that the presentation of both promotional and risk-related product information in the same broadcast advertisement may lead to viewer problems with rote learning of each type of information.

Adult↗
PubMed1997

Effective communication: perception of two anti-smoking advertisements.

This paper presents part of a survey which investigated people's response to different approaches to health education campaigns. The main objective of the original study was to find out whether the respondents preferred a fear-inducing campaign or a positive image advertising. Two anti-smoking advertisement produced by the Health Education Board for Scotland (HEBS), one using a fear appeal and the other, using a positive image were examined. A sample of 394 subjects in three age groups took part in the study and they were interviewed by means of a questionnaire. A high proportion in each group, including smokers indicated that they preferred the fear-inducing campaign. To investigate why people prefer this type of image, respondents were asked to explain their reasons. It was found that effective communication requires: (1) reality, (2) clear cut message, (3) simplicity, and (4) thought provoking nature and impact of the message. In addition, with regard to the advertising appeals it was found that both positive image and negative image campaigns could be used to attract attention and consequently communicate with the target population. Finally, the findings of this study in the light of psychosocial theories are discussed, and the Preference Model is proposed as providing a better understanding of the process behind people's preferences.

Adolescent↗
PubMed2001

Reading between the lines: direct-to-consumer advertising of genetic testing in the USA.

This article critiques an advertisement in a theatre playbill by a bio-technology company for its commercial test for the BRCA1 and BRCA2 genetic mutation, which may indicate a higher risk for breast and ovarian cancer. The advertisement targets a vulnerable audience attending a play about one woman's isolated and painful death from ovarian cancer. It promotes a product with incomplete and at times incorrect information, and it misguides women by suggesting that they contact the company directly about this test, rather than encouraging them to talk to their health care providers about genetic testing and their personal risk of breast cancer. In an era in which more genetic tests will be integrated into clinical practice, we can expect an increase in direct-to-consumer marketing for such tests. This advertisement is an example of what we need to be on guard against.

Advertising↗
PubMed2001

Changes in the job market for interventional radiology as detected through a help-wanted index of job advertisements.

RATIONALE AND OBJECTIVES: The purpose of this study was to study trends in the job market in interventional radiology. MATERIALS AND METHODS: Each job advertisement for a diagnostic radiologist in the American Journal of Roentgenology and Radiology between January 1991 and December 1999 was coded by practice type (academic vs private), location, and subspecialty. Positions for interventional radiologists were compared with positions for noninterventional radiologists. Data from the first 48 months (January 1991 through December 1994) were compared with data from the second 48 months (January 1995 through December 1998). Data from 1999 were grouped separately. RESULTS: The nadir for all noninterventional and interventional radiology positions was seen in July 1995, and both areas have experienced great recovery since then. In December 1999, the last month of data collection, the absolute peak number of advertisements for interventional radiologists was reached. In fact, during the last half of the decade, an increasing percentage of jobs advertised for diagnostic radiologists was specifically for interventional radiologists. Statistically significant trends also occurred toward the private sector and toward positions in the Midwest and California. CONCLUSION: With a help-wanted index, dramatic shifts toward the private sector and toward jobs in the Midwest and California were demonstrated in the interventional radiology job market.

Advertising↗
PubMed2003

Can advertising increase awareness of problem gambling? A statewide survey of impact.

With the rapid rise of state-sponsored gambling during the 1990s, the number of problem gamblers increased as well. In this study, 800 Indiana adult residents were randomly surveyed to evaluate the impact of a statewide advertising campaign designed to increase awareness of problem gambling. The pre- to postcampaign telephone survey (with 400 independent respondents at each time point) targeted (a). the impact of the advertising campaign and (b). general awareness of problem gambling issues. Results indicated, overall, little impact of the ad campaign and a low rate of exposure to it (8%). Billboards and slogans appeared to be the methods with strongest impact. The sample had a positive view of problem gambling awareness campaigns and appeared quite knowledgeable about problem gambling in general. Awareness of state resources to aid problem gamblers was lower. Results are discussed in relation to the study methodology, and suggestions to improve future advertising efforts are offered.

Adult↗