Welch Cline Rebecca J, Young Henry N
Department of Health Education and Behavior, University of Florida, Gainesville, FL 32611, USA.
Health Commun. 2004;16(2):131-57. doi: 10.1207/S15327027HC1602_1.
Proponents and opponents of direct-to-consumer advertising (DTCA) of prescription drugs argue that it promotes greater participation in health care by consumers with significant implications for public health and health care outcomes. This article (a). proposes a social cognitive theoretical framework to explain DTCA's effects, and (b). reports the first in a series of studies on DTCA's observational learning functions that may influence consumer behavior and the physician-patient relationship. This investigation addresses visual features of print DTCA. Results focus on the prevalence and nature of models featured in the ads and how visual cues may offer identity and relational motivators while reinforcing the value of prescription drug treatments. Further, DTCA may market disenfranchising images that increase disparity in health care information and access, despite their argued educational function.
处方药面向消费者直接广告（DTCA）的支持者和反对者都认为，它能促使消费者更多地参与医疗保健，这对公众健康和医疗保健结果具有重大影响。本文（a）提出了一个社会认知理论框架来解释DTCA的影响，并且（b）报告了一系列关于DTCA观察学习功能的研究中的第一项，这些功能可能会影响消费者行为和医患关系。这项调查关注平面DTCA的视觉特征。结果聚焦于广告中所展示模特的普遍性和特点，以及视觉线索如何在强化处方药治疗价值的同时提供身份认同和关系动机。此外，尽管DTCA具有所谓的教育功能，但它可能会推销一些加剧医疗保健信息和获取方面差距的剥夺权利的形象。
