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Making the Point: Emphasis of Claims in Prescription and Nonprescription Television Advertising

Time

Tue, Jun 26 11:00AM
T 11

Title

Making the Point: Emphasis of Claims in Prescription and Nonprescription Television Advertising

Abstract Summary

We identified explicit and implied claims in randomly sampled prescription and nonprescription drug ads on television from 2008 through 2010. For each claim, we measured five aspects of emphasis: repetition, mode of presentation, words per claim, placement within the ad and duration of the claim.

Poster Presenter

Adrienne Faerber
PhD, MS,
Research Program Manager, Institute for Health Policy and Clinical Practice ,
Geisel School of Medicine at Dartmouth
United States

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