Psychoactive drug advertising: content analysis.
The goal of this study was to describe the human figures portrayed in psychoactive drug advertising in terms of gender, age, ethnic group, and social context. Content analysis for 86 new pieces of printed advertisements released in 2005 was carried out. Fisher exact test was used to analyze the association between categories. There was a preponderance of women (62.8%) who were four times more present in advertisements for antidepressants and anxyolitics than men. Most of the people shown were Caucasian (98.8%) young adults (72%). These people were pictured in leisure activities (46.5%), at home (29%), or in contact with nature (16.2%). The message conveyed was that the drugs treat routinely felt subjective symptoms of discomfort, inducing in an irrational appeal that may affect drug prescription.
Mastroianni
Patrícia C
PC
Programa de Pós-Graduação, Escola Paulista de Medicina, Universidade Federal de São Paulo, São Paulo, Brasil. pmastro@fcfar.unesp.br
Vaz
Amanda Cristina R
AC
Noto
Ana Regina
AR
Galduróz
José Carlos F
JC
D000293:Adolescent; D000328:Adult; D000329:Advertising; D004345:Drug Industry / Q000592:standards; D005260:Female; D006801:Humans; D008297:Male; D001523:Mental Disorders / Q000188:drug therapy; D008875:Middle Aged; D011619:Psychotropic Drugs / Q000627:therapeutic use; D012737:Sex Factors; D012931:Social Environment; D013239:Stereotyped Behavior; D055815:Young Adult
D011619:Psychotropic Drugs