Record:   Prev Next
作者 Baird-Harris, Kay
書名 Fair balance? An analysis of the functional equivalence of risk and benefit information in prescription drug direct-to-consumer television advertising
國際標準書號 9781109665543
book jacket
說明 269 p
附註 Source: Dissertation Abstracts International, Volume: 71-03, Section: A, page:
Adviser: Brian C. O'Connor
Thesis (Ph.D.)--University of North Texas, 2009
Prescription drug direct-to-consumer advertising (DTCA) has been a subject of controversy in recent years. Though government regulations require equivalent prominence of risks and benefits, there is concern about the ability of consumers with limited health literacy to fully comprehend the risks and benefits associated with drug use. Evaluating the images in DTCA is important because individuals may rely on the visual message if the wording is overly complex. Using semiotics, this study aims to evaluate whether there is functional equivalence in the presentation of risk and benefit information in prescription drug direct-to-consumer television advertising. A new analytical method is created and used to assess the consistency between the messages contained in the voice track, the primary visual images, and the superscript/subscript text. The results indicate that risk and benefit messages in this DTCA sample lack functional equivalence. However, it is important to properly frame these findings as the study does not evaluate viewer comprehension of the various message structures
School code: 0158
Host Item Dissertation Abstracts International 71-03A
主題 Business Administration, Marketing
Health Sciences, Pharmacy
Mass Communications
Information Science
Alt Author University of North Texas
Record:   Prev Next