(Download) "Direct-to-Consumer Prescription Drug Advertising and the Cultivation Theory" by Ashley Wood # eBook PDF Kindle ePub Free

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eBook details

• Title: Direct-to-Consumer Prescription Drug Advertising and the Cultivation Theory
• Author : Ashley Wood
• Release Date : January 18, 2013
• Genre: Medical,Books,Professional & Technical,
• Pages : * pages
• Size : 3576 KB

Description

This study indicated a change in our culture and a change in physician and patient communication as a result of direct-to-consumer prescription advertising. The Cultivation Theory served as a lens for understanding how these advertisements could have changed something as important as how we manage our health. The content analysis examined direct-to-consumer advertisements aired on primetime television during a one-week period. It was shown that 22 direct-to-consumer advertisements aired. Of those direct-to-consumer advertisements, 14 were aired during dramas, four during news programming, two during reality programming and situational comedies, and zero during sports programming. One hundred percent of the advertisements contained a call to action. The direct-to-consumer advertisements contained positively framed messages 95.5 % of the time and negatively framed messages 63.6% of the time. Ninety percent included a toll-free number while 100% percent contained a website.

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