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PubMed1989

The Surgeon General's warnings in outdoor cigarette advertising. Are they readable?

Outdoor advertising media represent a major vehicle by which cigarette companies promote their products. We investigated the readability of the Surgeon General's warning in cigarette advertisements (ads) in two outdoor media: billboards and taxicab ads. In an experiment in metropolitan Atlanta under typical driving conditions, observers were able to read the entire health warning on 18 (46%) of 39 street billboards but on only two (5%) of 39 highway billboards. In contrast, the content of the ads (ie, brand name, other wording, and notable imagery) could be recognized under the same conditions on more than 95% of the billboards. In a similar study of 100 taxicab cigarette ads in New York City, observers were unable to read the health warning in any of the ads but were able to identify the brand name in all ads and notable imagery in 95% of the ads. Significant differences between the readability of the warning and identification of the advertising content persisted even when partially read warnings were considered to have been read. We conclude that the Surgeon General's warning is not readable in its current form in the vast majority of billboard and taxicab ads. Factors contributing to unreadability include the small size of the letters, the excessive length of the warnings, the distance between the viewers and the ads, and movement between the viewers and the ads.

Advertising↗
PubMed1987

How much should hospitals spend on advertising?

Hospitals are using several methods to establish a budget for advertising. The Strategic Planning Institute of Cambridge, Massachusetts, has developed a study of advertising practices on nearly 200 corporations and over 1,000 individual businesses. Decision rules, developed in the study, are used to show how hospitals can use a more scientific approach to budgeting for advertising.

Advertising↗
PubMed1981

Media and message strategies: consumer input for hospital advertising.

In summary, the results of the study suggest that a potentially large segment of consumers views advertising as an appropriate way to communicate about hospital services and rates. These consumers are unique not by traditional measures of audience/patient sociodemographic characteristics, but rather by their values and outlook toward hospitals and health care providers. Effective hospital advertising should recognize this segment's perspective in the message that are part of overall advertising strategy.

Advertising↗
PubMed1978

Drug advertising and prescribing.

A study of the amount of drug advertisements received by general practitioners and the amount of the drugs practitioners prescribed showed a strong correlation of 0.80. Analysis suggests that a straight line graphic relationship provides the best fit for the results obtained.FURTHER ANALYSIS OF THE QUANTITY OF ADVERTISING IN RELATION TO THE AMOUNT OF PRESCRIBING REVEALED TWO GROUPS OF DRUGS: those which were relatively more and those which were relatively less often advertised in proportion to the number of prescriptions issued for them.

Advertising↗
PubMed1994

[Evaluation of advertisements of weight-reducing cures in the press].

The aim of this study was to obtain an overview of the weight control programmes advertised in the Swiss press and to explore them in terms of their scientific basis and success rates. 875 advertisements and questionnaires from 507 patients and 52 advertisers were analyzed. Scientifically questionable methods usually remained ineffective. In contrast, methods based on a reasonably balanced long term diet proved more successful. With the latter, an average weight loss of 15 kg was achieved in 32 weeks at a cost of Sfr. 456.-. In doing so, 56.1% of the patients reported they had reached their target weight and it was entirely or partly maintained for a prolonged period by 39.6%. In terms of cost/benefit ratios, scientifically based programmes which follow the principles of physiology and behavioural psychology are the most favourable, and physicians should know and recommend them. Unfortunately, in Switzerland health insurance still pays for programmes which were shown to be unsuccessful in the long term, such as appetite lowering medication, or costly, such as short-term courses of treatment in hotels.

Advertising↗
PubMed1994

Smoking initiation by adolescent girls, 1944 through 1988. An association with targeted advertising.

OBJECTIVE: To identify trends in smoking initiation among persons aged 10 to 20 years that might reflect the impact of specific targeting of tobacco advertising to women. DESIGN: Data from the National Health Interview Surveys on age of initiation of smoking (survey years 1970, 1978, 1979, 1980, 1987, and 1988) were used to construct age-specific rates of smoking initiation for males and females aged 10 to 20 years from 1944 through the middle 1980s. The raw rates were smoothed to allow trends to be more easily identified. PARTICIPANTS: Information from 102,626 respondents was used. RESULTS: In 18- to 20-year-old women, initiation rates peaked in the early 1960s and steadily declined thereafter. In girls younger than 18 years, smoking initiation increased abruptly around 1967, when tobacco advertising aimed at selling specific brands to women was introduced. This increase was particularly marked in those females who never attended college (1.7-fold higher). Initiation rates for females younger than 18 years peaked around 1973, at about the same time sales of these brands peaked. After a steep postwar (1944 to 1949) decline, initiation rates in 18- to 20-year-old men did not decrease until the middle to late 1960s. Initiation rates for boys younger than 16 years showed little change during the entire study period. CONCLUSIONS: The tobacco advertising campaigns targeting women, which were launched in 1967, were associated with a major increase in smoking uptake that was specific to females younger than the legal age for purchasing cigarettes.

Adolescent↗
PubMed1997

Regulating pharmaceutical advertising: what will work?

As Dr. Joel Lexchin makes painfully obvious in this issue (see pages 351 to 356), regulatory processes governing pharmaceutical advertising in Canada and elsewhere are seriously compromised. However, the remedial measures Lexchin proposes are not sufficient. Financial sanctions against improper advertising are likely to be regarded by manufacturers as the cost of doing business, and any regulatory body that includes drug industry representatives or individuals receiving financial support from the drug industry cannot be genuinely independent. Moreover, manufacturers are now using promotional strategies that are particularly difficult to regulate. These include providing drugs at lower than the usual cost to ensure their inclusion in managed-care formularies, and using direct-to-consumer advertising to take advantage of the public's lack of sophistication in interpreting scientific evidence. Our best hope of counteracting the power and influence of the drug industry lies in regulation by government agencies, whose interest is the protection of the public.

Advertising↗
PubMed1997

Male advertisement call and female preference in sympatric and allopatric midwife toads

Advertisement calls and female preferences in allopatric populations of midwife toads, Alytes obstetricans and A. cisternasiiwere compared with those in a sympatric population. These species have simple tonal advertisement calls which overlap substantially in frequency and duration. In both species, the duration of male advertisement calls did not differ between an allopatric and a sympatric population. Playback tests suggested that females in allopatric populations preferentially approach low frequency calls and long calls, exerting directional selection for larger males and males with longer calls. Female A. cisternasii from the sympatric zone did not prefer low frequency calls, which could be made by males of A. obstetricansSimilarly, female A. obstetricans from the sympatric zone did not preferentially approach long calls, which could be made by A. cisternasii males. The differences in female preference between sympatry and allopatry follow the expected direction of reproductive character displacement. Within each species, female preferences differed clearly between sympatry and allopatry while male call characteristics did not.Copyright 1997 The Association for the Study of Animal BehaviourCopyright 1997The Association for the Study of Animal Behaviour.

Journal Article↗
PubMed1998

On gender specificity of person characteristics in personnel advertisements: a study among future applications.

This research is an examination of how person characteristics mentioned in personnel advertisements influence the judgments of male and female students with regard to their subjective eligibility for, and the attractiveness of, a particular vacancy. The first study showed that many frequently mentioned person characteristics in personnel advertisements applied differently to men and women, but that female characteristics were more in demand than male characteristics. The second study examined to what degree male and female participants felt that they themselves possessed male and female characteristics; results showed that the men were more confident about the degree to which they possessed male and female characteristics than the women were. The third study examined how the type of person characteristics mentioned in personnel advertisements influenced men's and women's judgments regarding their eligibility for and the attractiveness of a particular position. The men found all positions about equally attractive, whereas the women found "male" positions considerably less attractive. Implications of the study are discussed.

Adolescent↗
PubMed2003

Arginine vasotocin interacts with the social environment to regulate advertisement calling in the gray treefrog (Hyla versicolor).

Arginine vasotocin (AVT) has different effects on social behaviors across species with different social systems. However, less attention has been directed towards the way environmental stimuli interact with AVT to affect social behaviors. Previous work found that AVT affects the production of advertisement calls and the outcome of competitive interactions between male gray treefrogs (Hula versicolor). We conducted a field study to investigate how the presence of other males in a chorus influenced the production of advertisement calls in males treated with AVT or saline. After hormone treatment we placed individuals in call sites either within 50 cm of another calling male (proximate), or more than 2 m away from any calling male (distant). Males treated with AVT produced significantly longer calls with more pulses when placed at proximate call sites, but not distant call sites. Nonsignificant trends indicated that these increases in call length coincided with a decrease in call rate. There was no effect of call site distance on advertisement calls when males were treated with saline. These results indicate that the social environment can modulate the action of AVT on an important reproductive behavior, and that AVT does not influence call duration and pulse number unless another male is nearby. Understanding how social stimuli regulate the action of AVT on behavior could provide insight on the diversity of AVT function across species.

Animals↗
PubMed2004

Advertisement call of Hyla jimi and Hyla elianeae (Anura, Hylidae) in the Botucatu region, São Paulo, Brazil.

In this work we present a description of the advertisement call of H. jimi, the locality type, and of H. elianeae, until now unknown in the literature. Field activities were carried out from August 1997 through June 1999; recordings were made in two open-area environments in the Botucatu region, São Paulo State. Vocalizations of 100 individuals (49 H. jimi and 51 H. elianeae) were recorded; nine characteristics of the advertisement call were examined. The advertisement calls of both species consist of consecutive series of simple notes with relatively fast repetition rates. Males of H. jimi and H. elianeae presented two patterns of note emission: one emitted by individuals beginning vocalization activity or isolated from the aggregate, and another emitted by males in chorus activity interacting with closely neighboring males. A significant difference was verified in the temporal structure of the two vocalization patterns.

Animals↗
PubMedDate not supplied

[Health advertising].

The purpose of this work is to make a brief review of the recent history of health advertising, of the legal basis of its control, of experience accumulated and of future perspectives in this field. Reference is made to the most frequent problems relating to the content of the advertising messages and the need is underlined for the Foral Community of Navarra to be able to legislate on the health advertising referring to the Health Centres, Services and Establishments, explicitly delimiting the criteria that will guarantee fulfillment of the principles of truthfulness, exactness, transparency, loyal competition and health protection.

English Abstract↗
PubMed1997

FDA regulation of tobacco advertising and youth smoking. Historical, social, and constitutional perspectives.

Perspectives on tobacco control in American society have shifted markedly. As the view that smoking as a voluntarily assumed health risk has declined, the social and political environment has become more conducive to industry regulation. This transformation can be traced to the mounting evidence of the health risks of secondary smoke; the addictive quality of nicotine; the vulnerability and exploitation of young people; and industry knowledge of the harmful effects of tobacco. Regulation of tobacco advertising and promotions by the Food and Drug Administration (FDA) raises serious concerns about constitutional protection for commercial speech. However, the minimal informational value of tobacco advertising suggests that it should be afforded a low level of constitutional protection. The FDA regulations impose reasonable "time, place, and manner" restrictions, leave open alternative channels of communication, restrict messages that are harmful to the public health, do not restrict political speech, prevent misleading messages, and help deter the unlawful sale of tobacco products to minors. The regulations meet the traditional criteria for regulating commercial speech, in that the government's asserted interest is strong, the agency's regulations directly advance that interest, and the regulations are no more extensive than necessary. Thus, the judiciary should defend the FDA's historical social and legislative mission to protect the public health.

Adolescent↗
PubMed2005

Influence of patients' requests for direct-to-consumer advertised antidepressants: a randomized controlled trial.

CONTEXT: Direct-to-consumer (DTC) advertising of prescription drugs in the United States is both ubiquitous and controversial. Critics charge that it leads to overprescribing, while proponents counter that it helps avert underuse of effective treatments, especially for conditions that are poorly recognized or stigmatized. OBJECTIVE: To ascertain the effects of patients' DTC-related requests on physicians' initial treatment decisions in patients with depressive symptoms. DESIGN: Randomized trial using standardized patients (SPs). Six SP roles were created by crossing 2 conditions (major depression or adjustment disorder with depressed mood) with 3 request types (brand-specific, general, or none). SETTING: Offices of primary care physicians in Sacramento, Calif; San Francisco, Calif; and Rochester, NY, between May 2003 and May 2004. PARTICIPANTS: One hundred fifty-two family physicians and general internists recruited from solo and group practices and health maintenance organizations; cooperation rates ranged from 53% to 61%. INTERVENTIONS: The SPs were randomly assigned to make 298 unannounced visits, with assignments constrained so physicians saw 1 SP with major depression and 1 with adjustment disorder. The SPs made a brand-specific drug request, a general drug request, or no request (control condition) in approximately one third of visits. MAIN OUTCOME MEASURES: Data on prescribing, mental health referral, and primary care follow-up obtained from SP written reports, visit audiorecordings, chart review, and analysis of written prescriptions and drug samples. The effects of request type on prescribing were evaluated using contingency tables and confirmed in generalized linear mixed models that accounted for clustering and adjusted for site, physician, and visit characteristics. RESULTS: Standardized patient role fidelity was excellent, and the suspicion rate that physicians had seen an SP was 13%. In major depression, rates of antidepressant prescribing were 53%, 76%, and 31% for SPs making brand-specific, general, and no requests, respectively (P<.001). In adjustment disorder, antidepressant prescribing rates were 55%, 39%, and 10%, respectively (P<.001). The results were confirmed in multivariate models. Minimally acceptable initial care (any combination of an antidepressant, mental health referral, or follow-up within 2 weeks) was offered to 98% of SPs in the major depression role making a general request, 90% of those making a brand-specific request, and 56% of those making no request (P<.001). CONCLUSIONS: Patients' requests have a profound effect on physician prescribing in major depression and adjustment disorder. Direct-to-consumer advertising may have competing effects on quality, potentially both averting underuse and promoting overuse.

Adjustment Disorders↗
PubMed2004

Cigarette advertising and female smoking prevalence in Spain, 1982-1997: case studies in International Tobacco Surveillance.

BACKGROUND: Compared with northern Europe and the U.S., the widespread initiation of cigarette smoking began 20-40 years later among young women in Spain because of strong cultural prohibitions against female smoking. In this study, the authors examined the correlation between the rapid increase in female smoking prevalence and tobacco industry cigarette marketing practices in Spain during a period of rapid social liberalization. METHODS: The authors examined age-specific, period-specific, and birth cohort-specific increases in cigarette smoking among young women in Spain in relation to internal documents from Philip Morris beginning in 1971, cigarette advertising from 1982 to 1997, and the increase in the market share of blond tobacco and "light" cigarettes preferred by women. RESULTS: Some increase in cigarette smoking occurred among Spanish women before 1970, but the increase was substantially smaller and occurred later than in many Western countries. However, after 1970, the prevalence of cigarette smoking increased rapidly in Spanish women of all ages < 50 years. The rapid increase in female smoking coincided with massive increases in television advertising, especially to women, and increases in the market share of blond tobacco, "light cigarettes," and international tobacco brands. CONCLUSIONS: The increase in cigarette smoking among young Spanish women illustrates how aggressive marketing can exploit periods of social liberalization and rapidly increase cigarette smoking among women, even in countries in which female smoking traditionally has been unacceptable. Strategies are needed to prevent similar increases in smoking by women elsewhere.

Adolescent↗
PubMed1998

Interpreting ambiguous advertisements: the effect of frontal lobe damage.

Despite intact primary language processes patients with frontal lobe deficits often have impaired communication skills including impaired capacity to understand conversational inference. This study examined the ability of three patients with demonstrated frontal lobe pathology to interpret lexically ambiguous advertisements. When compared to a nonbrain-damaged control group it was found that the frontal lobe patients were poorer at comprehending the abstract or inferred meanings inherent in the advertisements. The pattern of performance across the patients did, nevertheless, differ despite a similar end result. These findings are discussed in relation to theories concerning the contribution of the frontal lobes to language function.

Adult↗
PubMed2005

Is banning direct to consumer advertising of prescription medicine justified paternalism?

New Zealand is one of two OECD countries in the world where direct-to-consumer advertising of prescription medicine (DTCA-PM) is permitted. Increase in such activity in recent years has resulted in a disproportionate increase in dispensary volume of heavily advertised medicines. Concern for the potential harm to healthcare consumers and the public healthcare system has prompted the medical profession to call for a ban on DTCA-PM as the best way of protecting the public interest. Such blanket prohibition however also interferes with the public's right of access to information. This paper will examine if banning DTCA-PM would constitute a justified form of paternalism in the context of today's New Zealand.

Access to Information↗
PubMed1993

Alcohol advertising bans and alcohol abuse.

Henry Saffer [Saffer (1991) Journal of Health Economics 10, 65-79] concludes that bans on broadcast advertising for alcoholic beverages reduce total alcohol consumption, motor vehicle fatalities, and cirrhosis deaths. A reexamination of his data and procedures reveals a number of flaws. First, there is evidence of reverse causation: countries with low consumption/death rates tend to adopt advertising bans, creating a (spurious) negative correlation between bans and consumption/death rates. Second, even this correlation largely disappears when the estimates are corrected for serial correlation. Third, estimates based on the components of consumption--spirits, beer and wine--mostly indicate that bans are associated with increased consumption.

Accidents, Traffic↗