Message strategies in direct-to-consumer pharmaceutical advertising: a content analysis using Taylor's six-segment message strategy wheel.
This exploratory study applies Taylor's (1999) six-segment message strategy wheel to direct-to-consumer (DTC) pharmaceutical television commercials to understand message strategies adopted by pharmaceutical advertisers to persuade consumers. A convenience sample of 96 DTC commercial campaigns was analyzed. The results suggest that most DTC drug ads used a combination approach, providing consumers with medical and drug information while simultaneously appealing to the viewer's ego-related needs and desires. In contrast to ration and ego strategies, other approaches including routine, acute need, and social are relatively uncommon while sensory was the least common message strategy. Findings thus recognized the educational value of DTC commercials.
School of Communication, University of Miami, Coral Gables, Florida 33124-2105, USA. wanhsiu@miami.edu
Wan-Hsiu Sunny
WH
Tsai
Alyse R
AR
Lancaster
D000329:Advertising / Q000191:economics / Q000379:methods* / Q000639:trends; D003627:Data Interpretation, Statistical; D004345:Drug Industry / Q000191:economics / Q000379:methods* / Q000639:trends; D006801:Humans; D010565:Persuasive Communication; D055553:Prescription Drugs; D013690:Television / Q000706:statistics & numerical data; D014481:United States; D014486:United States Food and Drug Administration / Q000331:legislation & jurisprudence
D055553:Prescription Drugs