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Full-Text Articles in Social and Behavioral Sciences
Characteristics Of Medication Advertisements Found In Us Women’S Fashion Magazines, Jennifer Mongiovi, Grace Clarke Hillyer, Corey H. Basch, Danna Ethan, Rodney Hammond
Characteristics Of Medication Advertisements Found In Us Women’S Fashion Magazines, Jennifer Mongiovi, Grace Clarke Hillyer, Corey H. Basch, Danna Ethan, Rodney Hammond
Publications and Research
Background: Although prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Over-the- counter (OTC) medications are similarly marketed.
Methods: We examined the content of advertisements in 38 issues of 9 popular US women’s fashion magazines. We evaluated target audience, health condition, product availability, message appeal, target to females, and mention of potential side effects and benefits.
Results: Sixty total medication advertisements were identified, 58.3% (95% CI: 45.8, 70.8) for prescription products. In magazines targeted to non-Hispanic Whites, >65% of advertisements were for OTC medications whereas 80% (95% CI: 66.7, 94.5) of …