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PubMed1990

Tobacco advertising in gender-oriented popular magazines.

The number and content of tobacco advertisements were examined in seventy-four gender-oriented popular magazines published during the summer of 1988. More ads were present in women's than men's magazines, and the messages contained in these ads were differentially stressed as a function of the magazine's primary readership. The type of Surgeon General's warning appearing in an ad often was not directed toward the typical concerns of the readership of the magazine in which the ad appeared. This survey, and a follow-up three months later, indicated that the Surgeon General's report on nicotine addiction, published in the Spring of 1988, had no apparent effect on the number of ads placed. Advertising revenues received by publishers from conglomerates which control the manufacture of food as well as tobacco products may be partially responsible for this finding. It was concluded that effective drug education programs should encourage skepticism when tobacco advertisements are examined.

Adult↗
PubMed1982

The influence of infant food advertising on infant feeding practices in St. Vincent.

A survey designed to examine the extent to which infant food advertising could be shown measurably to influence infant feeding practices was carried out in St. Vincent in the eastern Caribbean. A questionnaire was administered to mothers of about 200 children one to two years old, nearly a complete sample in each of two towns. Infant food advertising was found to be uncommon. The typical infant feeding pattern, largely a combination of both breast feeding and bottle feeding, had existed for decades. Despite the fact that this was not a very appropriate setting for such a study and that there were a number of methodological constraints, the results of two multiple regression analyses suggested that the more a mother was influenced by infant food advertising, the sooner she began to bottle feed and the sooner she stopped breastfeeding. The cessation of all promotion of commercial infant foods, to the public as well as to health professionals, is called for.

Advertising↗
PubMed2005

The relationship between perceived youth exposure to anti-smoking advertisements: how perceptions differ by race.

Data on self-reported perceived exposure to anti-smoking messages were collected from 1,608 high school students surveyed through the ASPIRE (A Smoking Prevention Interactive Experience) Program in Houston, Texas. Data collection took place between October 2002 and March 2003. Logistic regression identified that African Americans perceived significantly less exposure to anti-smoking advertisements via television (OR = .50, p < 0.05) and posters (OR = .61, p < 0.05) than whites. However, they had nearly twice as much perceived exposure to anti-smoking advertisements at movies (OR = 1.79, p < or = 0.05) and sporting events (OR = 2.1, p < or = 0.05) than their white counterparts. Hispanic youth perceived significantly less exposure to anti-smoking posters (OR = .51, p < or = 0.05) and significantly higher exposure to anti-smoking messages at sporting events (OR = 1.92, p < or = 0.05) and school programs (OR = 3.44, p < or = 0.05) compared to white youth. While the relationships tested in this study are exploratory, they provide initial evidence for an important nexus between race and communication channels that may impact perceived exposure to tobacco advertising.

Adolescent↗
PubMed2000

The construction of gender and mental health in Nordic psychotropic-drug advertising.

The authors examine the advertisements for psychotropic drugs in the major medical journals of Denmark, Finland, Norway, and Sweden in 1975, 1985, and 1995, with the object of illuminating the gender construction of the portrayed user. Using both a longitudinal and a cross-sectional approach, the study looked for a common Nordic gender display and whether it varied over time. The Nordic journals clearly conveyed a message that psychotropics are a gendered product, but without any uniform pattern. In 1975, men dominated the gender portrayals in Finland and Denmark, and women in Norway and Sweden. In 1985, the pattern was reversed: women dominated in Finland and Denmark, and men in Sweden and Norway. By 1995, the advertisements were mainly for antidepressants, and women were portrayed as the predominant users in Denmark, Finland, and Norway; the Swedish journal displayed couples only. In advertisements with dual-gender positions, however, the focus was on the female; they showed that the drug would assist her in fulfilling the expected supportive female gender behavior.

Advertising↗
PubMed1997

Effects of circadian orientation, time of day, and arousal on consumers' depth of information processing of advertising.

Since depth of information processing, as defined by MacInnis and Jaworski in 1989 has been shown to influence the strength of the relation between the intent to purchase and the attitudes toward the advertisement, this paper focused on the interactive effects of three antecedents of information processing, arousal, circadian orientation, and time of day (Morning vs Evening). Analysis indicated that deeper information processing is reached by 65 morning-oriented consumers who are exposed to advertisements in the morning and by 52 relaxed consumers who are exposed to advertisements in the evening. Theoretical explanations and managerial implications are proposed.

Adult↗
PubMed1994

Female nudity in advertisements, arousal and response: a parsimonious extension.

This study extended a 1990 report of LaTour, Pitts, and Snook-Luther by further analysis. Relationships between the key dimensions of High Activation (tension) and General Activation (energy) and ratings of attitude toward the advertisement were analyzed in a test of two hypothetical models performed on ratings by 134 undergraduate business students who responded to the paper-and-pencil tests which operationalized the constructs. In addition, attitude toward the brand was added to the formulation to evaluate the tenability of direct effects of arousal on attitude toward the brand (Ab) and indirect effects "filtered through" attitude toward the advertisement (Aad). Analysis supported the idea that excessive rated tension induced from an erotic advertisement has negative consequences. As predicted, different structural relations between these variables occur under different conditions.

Adult↗
PubMed2004

Sex differences in processing printed advertisements.

The success of using biological sex to divide or segment markets requires a thorough understanding of how men and women process and respond to advertisements and other persuasive communications. Toward this end, this research (N=64; 32 men and 32 women) studied how college-age men and women respond to printed advertisements. There were no differences between the sexes in recall and recognition of claims in advertisements, but men and women generated different types of message relevant thoughts-women generated more category thoughts and men generated more attribute thoughts, suggesting that, while women and men might not differ in the depth of processing, they might use different processing styles.

Adult↗
PubMed2005

The relationship of character structure to persuasive communication in advertising.

The persuasive effect of character structure--defined as a person's organized set of drives, dispositions, and satisfactions with which they approach the world--was assessed in the context of printed advertising. Subjects were exposed to one of two levels of argument strength (strong versus weak) and one of two levels of message spokesperson (celebrity versus noncelebrity) in a printed-advertising task. Subjects classified as Other-directed, individuals who possess a strong need to get along with others, exhibited greater attitudinal responsiveness to the test advertisement as measured on a composite attitude scale than did those classified as Inner-directed, needing to get ahead, or succeed. Other-directed subjects' attitude scores were more responsive to the message source than were the comparable scores of Inner-directed subjects. Results regarding argument strength were not significant but suggest that Other-directed attitudes are influenced by a combination of textual arguments and social cues.

Adult↗
PubMed1981

Alcohol-related advertisements in a college newspaper.

The college newspaper is a powerful socializing force on the university campus. Within the general context of a university-based Alcohol Abuse Prevention Project, the present investigation examined alcohol related advertising in a college newspaper at one southern university. Ads were categorized into those: (1) promoting the responsible use of alcohol, (2) promoting the irresponsible use of alcohol, and (3) having a neutral content. Results indicated that a great deal of alcohol-related advertising was presented in this publication, and the majority of advertising did not promote responsible use of the beverage. The potential role of the community-oriented professional as an intervention strategist is discussed.

Advertising↗
PubMed2004

Children's understanding of television advertising: a revisit in the Chinese context.

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.

Adolescent↗
PubMed1988

Legibility of health warnings on billboards that advertise cigarettes.

At present only subjective criteria exist to determine the legibility of health warnings on billboards that display advertisements for cigarettes. We constructed a set of objective standards and used them to assess the legibility of warnings on a sample of 37 billboards in Perth, Western Australia. The three features that were analysed were the apparent size of the letters, the colour contrast between the letters and their background, and the obliqueness of the message. We also compared the size and legibility of the health warning with that of the brand name. Health warnings were not legible to passing motorists in 51% of cases and not legible to motorists who were stopped at nearby intersections in 74% of cases, whereas almost all the brand names could be read easily. These results indicate that the present system of voluntary regulation of advertisements for cigarettes has failed to ensure that health warnings on billboards are legible. For health warnings on advertisements to have any useful effect it is essential that they are legible. The only way to ensure legibility is to adopt objective requirements for it.

Advertising↗
PubMed2002

Pharmaceutical advertisement claims in Australian medical publications.

OBJECTIVE: To determine the quality of claims in advertisements published in Australian medical publications, describe how benefits and harms are presented, and examine the level of underpinning evidence. DESIGN AND SETTING: Audit of a consecutive three-month sample of advertisements appearing in six popular Australian medical publications. MAIN OUTCOME MEASURES: Proportion of advertisements with quantitative information; proportion of claims conveying clinical outcomes; where retrievable, level of underpinning evidence. RESULTS: Of 1504 claims, 855 could be substantiated quantitatively. Of these, 45% were supported by compelling evidence (randomised controlled trials or better). Of 13 claims explicitly reporting quantitative outcomes, none provided the absolute risk reduction or the number needed to treat. CONCLUSIONS: Our audit invites greater diligence by pharmaceutical companies in substantiating their claims and greater vigilance among clinicians when reading them.

Advertising↗
PubMed1992

Does advertising affect your nurses?

As hospitals move from image advertising to ads that highlight specific services, they need to consider a potential "second audience"--their employees. In an exploratory study of nurses and their opinions of hospital advertising, the potential impact of ads on nurses' role congruence and clarity and on their feelings of being valued by the hospital was examined. Specific recommendations for hospital advertising are offered.

Advertising↗
PubMed1995

Direct-to-consumer advertising of prescription drugs.

Starting consumers off on the "path to purchase" by encouraging them to seek more information is a major goal of direct-to-consumer (DTC) advertising for prescription medications. But the authors found that a consumer's attitude toward DTC advertising can determine which of several paths he or she is likely to take. The attitudes of older adults are especially significant for pharmaceutical marketers because these consumers are heavy users of the drugs being advertised.

Advertising↗
PubMed1987

An exploratory analysis of consumer recognition of direct-to-consumer advertising of prescription medications.

Consumer knowledge of direct-to-consumer prescription drug advertising was explored by assessing consumer recognition of the direct advertising of Pneumovax by Merck, Sharp and Dohme. Consumer attitudes, medical condition, and demographic characteristics were the central issues of the survey instrument used in the 139 personal interviews conducted. Results indicate 12% of consumers were aware of the Pneumovax promotion. Consumer attitudes were favorable, and the majority of respondents indicated they would ask their physician about advertised prescription medicines.

Adolescent↗
PubMed1988

Physician professional opinion leadership and physician advertising: a consumer view.

The author reports a study of consumers' attitudes toward information provided by personal physicians versus information provided by physicians' advertising and introduces the concept fo professional opinion leadership. The results provide evidence that the credibility of physicians is related to several attitude measures and that there are important differences in how individuals rate that credibility. Evidence also suggests that advertising by doctors is perceived as less credible than personally communicated information; nonetheless, some of the other findings indicate positive consumer response to such advertising. Comparisons are made with information provided by scientists and chiropractors.

Advertising↗
PubMed1989

Using fear appeals in advertising for AIDS prevention in the college-age population.

A multiple-indicator model reveals the impact of AIDS prevention advertising on dimensions of arousal and subsequent cognitive impressions of the advertisement. Exploratory results obtained from a sample of college students indicate that levels of arousal and impressions of the advertisement vary according to emphasis on the deadly consequences of AIDS. These findings have strategic implications for addressing important target groups such as college students.

Acquired Immunodeficiency Syndrome↗
PubMed1999

[Comparative advertising and medicine: changing of regulations].

Directive 97/55/EC of October 6, 1997 has just amended Directive 84/450/EEC concerning misleading advertising in order for it to encompass comparative advertising. The purpose is to harmonize regulations regarding comparative advertising. Although the basic terms of this Directive are very similar to those imposed in France by the law of January 18, 1992, its transposition should, however, require changes to be made to French law.

Advertising↗