Essay on Prescription Drug Advertising

1018 Words 5 Pages
Interpersonal communication is described by Schiavo as a multi-faceted influenced concept. With cultural, community and literacy on the forefront of consideration, these are the means influencing perceived information (Schiavo, 2007). The perception of information can be altered by technology-mediated communication. The article I choose to review was designed to look at the direct to consumer product- specific television prescription drug advertisements during 2001.As the public spends numerous hours viewing television and is easily influenced with the numerous advertisements. Many of the drug advertisements have intent to effect health and specific diagnostic awareness. The current direction of health communication is that of …show more content…
Additionally, the researchers complied with the U.S. Food and Drug Administration (FDA) regulations, prescription drug advertisements which cannot advertise false or misleading and must have “fair balance” in the presentation of risks and benefits (Baylor-Henry & Drezin, 1998; Nordenberg, 1998).

The design of the research included a method, tables and analysis of the collected data. Local television stations, ABC, NBC, and CBS focused on product-specific advertising, to target a broad audience, while each cable channel usually targets narrower demographic groups (Kaphingst, 2004). Schiavo acknowledges, in all disease areas communication is part of the cure (Schiavo, 2007). Advertisements then can reach a larger cross section of the public with a purpose of direct consumer approach. Researchers determined the appropriate time and day to advertise. A six hour block of time was determined to advertise a selected totalizing 354 hours, identifying 62 unique product-specific DTC advertisements for 33 prescription drugs for 22 indications (Kaphingst, 2004). Prescription drugs used in the advertising varied from cholesterol, asthma, and osteoarthritis. The study complied with the FDA regulations as well as with all legal advertising guidelines (Kaphingst, 2004). Additionally, the study considered the content of communication with regard to the demographics, age, literacy, and sex as to the persuasion of the

Related Documents