Representation of African Americans in direct-to-consumer pharmaceutical commercials: a content analysis with implications for health disparities

Health Marketing Quarterly
Jennifer Gerard BallWei-Na Lee

Abstract

While direct-to-consumer (DTC) pharmaceutical drug advertising has been the center of controversy, proponents argue these ads provide educational and social benefits. This study explores the potential of these ads to address one of the proposed social benefits of reducing racial health disparities, particularly for African Americans. To examine this issue, a content analysis was conducted on DTC pharmaceutical television commercials assessing the presence and role portrayal of Black models in the ads. Findings revealed that Blacks were well represented overall but appeared to serve a token role and were underrepresented in ads for some of the most serious health conditions.

References

Apr 6, 1991·BMJ : British Medical Journal·B R McAvoy, R Raza
May 1, 1997·Preventive Medicine·K ResnicowM Smith
Jul 23, 2002·Journal of General Internal Medicine·Lisa A CooperNeil R Powe
Feb 1, 2003·The Journal of Applied Psychology·Mark R ForehandAmericus Reed
Mar 5, 2004·Clinical Therapeutics·Nithima SumpraditRichard P Bagozzi
Aug 21, 2004·Health Affairs·Kimberly A Kaphingst, William DeJong
Dec 1, 2004·American Journal of Public Health·Vicki S Freimuth, Sandra Crouse Quinn
Mar 3, 2005·Health Marketing Quarterly·Jisu HuhLeonard N Reid
Mar 15, 2005·Journal of Health Communication·Erica D BrownfieldRuth M Parker
Mar 15, 2005·Journal of Health Communication·Aparna DeshpandeGeorge Zinkhan
Mar 15, 2005·Journal of Health Communication·Kimberly A KaphingstLawren H Daltroy
Aug 20, 2005·BMC Public Health·Susan C DuerksenGeorgia Robins Sadler
Jul 1, 2006·Journal of General Internal Medicine·Elizabeth A JacobsRichard B Warnecke
Jan 31, 2007·Annals of Family Medicine·Dominick L FroschFrances K Barg
Mar 6, 2007·Journal of Nutrition Education and Behavior·John Sankofa, Wendy L Johnson-Taylor
Oct 17, 2007·The Health Care Manager·Abbie McClintock Roe, Aaron Liberman
Jan 18, 2008·Journal of Health and Social Behavior·Ilana Redstone Akresh

❮ Previous
Next ❯

Software Mentioned

Plavix

Related Concepts

Related Feeds

Blood Clotting Disorders

Thrombophilia includes conditions with increased tendency for excessive blood clotting. Blood clotting occurs when the body has insufficient amounts of specialized proteins that make blood clot and stop bleeding. Here is the latest research on blood clotting disorders.

Cardiovascular Diseases: Risk Factors

Cardiovascular disease is a significant health concern. Risk factors include hypertension, obesity, dyslipidemia and smoking. Women who are postmenopausal are at an increased risk of heart disease. Here is the latest research for risk factors of cardiovascular disease.

Related Papers

American Journal of Health-system Pharmacy : AJHP : Official Journal of the American Society of Health-System Pharmacists
Blenda A Chao
American Journal of Health-system Pharmacy : AJHP : Official Journal of the American Society of Health-System Pharmacists
Doohee Lee, Charles E Begley
© 2022 Meta ULC. All rights reserved