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DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING AND THE CULTIVATION THEORY

Wood, Ashley
http://rave.ohiolink.edu/etdc/view?acc_num=akron1133366476

Abstract Details

2005, Master of Arts, University of Akron, Communication.
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.
N.J. Brown (Advisor)
39 p.
DIRECT-TO-CONSUMER; advertisements; framed messages; ADVERTISING; PRESCRIPTION; physician; direct-to-consumer advertisements

Recommended Citations

Citations

  • Wood, A. (2005). DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING AND THE CULTIVATION THEORY [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1133366476

    APA Style (7th edition)

  • Wood, Ashley. DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING AND THE CULTIVATION THEORY. 2005. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1133366476.

    MLA Style (8th edition)

  • Wood, Ashley. "DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING AND THE CULTIVATION THEORY." Master's thesis, University of Akron, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=akron1133366476

    Chicago Manual of Style (17th edition)

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© 2005, all rights reserved.
This open access ETD is published by University of Akron and OhioLINK.