TY - JOUR
T1 - Potential for Stigma Reduction Through Direct-to-Consumer Prescription Drug Advertising
T2 - An Exploratory Content Analysis of Television Commercials
AU - Ball, Jennifer Gerard
AU - Liang, Angie
AU - Lee, Wei Na
PY - 2014/7
Y1 - 2014/7
N2 - Some have suggested that advertisements for prescription drugs may contribute to improving the acceptance of stigmatized health conditions. This study explored this notion through a content analysis of direct-to-consumer television commercials for prescription drugs. The inclusion of elements reflective of three stigma reduction methods (education, contact, and perspective-taking) was assessed. Results revealed that ads generally employed communication techniques consistent with perspective-taking and presented information and personal contact examples that disconfirm stereotypes. However, the extreme skew toward recovery images and paucity of information related to prevalence and causal attributions of indicated conditions could limit the potential of stigma reduction through these ads. © 2014
AB - Some have suggested that advertisements for prescription drugs may contribute to improving the acceptance of stigmatized health conditions. This study explored this notion through a content analysis of direct-to-consumer television commercials for prescription drugs. The inclusion of elements reflective of three stigma reduction methods (education, contact, and perspective-taking) was assessed. Results revealed that ads generally employed communication techniques consistent with perspective-taking and presented information and personal contact examples that disconfirm stereotypes. However, the extreme skew toward recovery images and paucity of information related to prevalence and causal attributions of indicated conditions could limit the potential of stigma reduction through these ads. © 2014
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U2 - 10.1080/10641734.2014.900289
DO - 10.1080/10641734.2014.900289
M3 - Article
AN - SCOPUS:84899427458
SN - 1064-1734
VL - 35
SP - 190
EP - 208
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -