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Int. Journal of Advertising
Journal of Advertising Research
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Pharmaceutical advertising in the USA: information or influence?
Includes video content
Recommended by Warc editors
Bruce A Huhmann, Jennifer J Argo and Kellly J Main, International Journal of Advertising, Vol. 23, No. 1, 2004, pp. 119-142
While many parts of pharmaceutical advertisements are regulated, each advertisement also contains a promotional component in which the advertiser conveys information to the consumer.
While many parts of pharmaceutical advertisements are regulated, each advertisement also contains a promotional component in which the advertiser conveys information to the consumer. The purpose of this research is to examine the promotional portion of pharmaceutical advertisements to determine whether factual information and rational arguments are being provided to consumers to inform them of health problems, treatment options, and medical science advances. The current research compares the promotional portion of direct-to-consumer (DTC) advertisements for prescription drugs with advertisements for over-the-counter (OTC) remedies and dietary supplements using content analysis. The results indicate that DTC advertisements do not solely rely on rational appeals; instead, they are using more positive and negative emotional appeals than OTC remedies or dietary supplements. Further, DTC advertisements also feature fewer women in their advertisements, more characters under the age of 18 and primarily Caucasian models.
Analysis of the Impact of Executional Factors on Advertising Performance
Includes video content
Recommended by Warc editors
David W Stewart and David H Furse, Journal of Advertising Research, Vol. 40, No. 6, November/December 2000
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1985, the authors set out to answer the question 'what executional devices influence the effectiveness of a TV commercial?' They conclude that executional factors appear to account for 13 to 26% of the variance in related recall measures depending on how many variables were used. They also state that the single most important factor related to persuasion was the presence of a brand differentiating message,
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