Digital Commons Network^™

Message Framing And Interactivity In Direct-To-Consumer Internet Advertisements: Visual And Textual Cues On Web Sites For Prescription Medications, Brooke Alayne Harrington

LSU Master's Theses

Americans’ adoption of the Internet has spawned the increased usage of this medium for direct-to-consumer advertising by pharmaceutical manufacturers, despite the widespread controversy over the ethics of the practice, the educational value of direct-to-consumer advertising, and the ultimate cost of the practices to the public. While the U.S. Food and Drug Administration regulates the industry’s advertising within traditional media, the agency does not yet impose standards for direct-to-consumer advertising of prescription medications on the Internet. This content analysis of the visual and textual cues of 100 direct-to-consumer Web sites for prescription medications identifies the unexpected strong presence of gain frames …