Craig R S
Department of Journalism and Mass Communication, University of Maine, Orono 04469.
J Drug Educ. 1992;22(4):303-12. doi: 10.2190/2NHN-NUY7-Q88U-CDJH.
Concern has long been expressed over possible adverse effects of television advertising of over-the-counter (OTC) medicines. This study investigated a sample of prime time network television ads to determine how gender portrayals differed in drug and non-drug commercials. Findings indicated that women were significantly more likely than men to appear as characters in drug ads than in ads for other products, and that they are frequently portrayed in these commercials as experts on home medical care, often as mothers caring for ill children. This supports the hypothesis that drug advertisers take advantage of stereotypical images of women as home medical caregivers. It also raises the question of whether female consumers are being encouraged by these ads to overuse OTC medications as a way of gaining the family's love and respect.
长期以来，人们一直对非处方药（OTC）的电视广告可能产生的不良影响表示担忧。本研究调查了黄金时段网络电视广告样本，以确定药品广告和非药品广告中的性别刻画有何不同。研究结果表明，与其他产品广告相比，女性在药品广告中作为角色出现的可能性显著高于男性，并且在这些广告中，她们经常被描绘为家庭医疗护理专家，通常是照顾生病孩子的母亲。这支持了以下假设：药品广告商利用了女性作为家庭医疗护理者的刻板印象。这也引发了一个问题，即这些广告是否在鼓励女性消费者过度使用非处方药，以此来获得家人的爱和尊重。
