Mehta K K, Sorofman B A, Rowland C R
Division of Pharmaceutical Socioeconomics, University of Iowa, Iowa City 52242.
Soc Sci Med. 1989;29(7):853-7. doi: 10.1016/0277-9536(89)90084-1.
A content analysis of oral hypoglycemic drug advertisements was performed in selected medical journals published in the United States from 1963 to 1986. The 665 advertisements subsequently examined were studied for certain predetermined parameters in order to indicate trends. The trend results may be summarized as follows. As an extension of prescription drug advertising trends in general, oral hypoglycemic drug advertising showed an increasing length along with a subsequent decrease in the amount of space devoted to the copy portion of the advertisement. They also showed a decrease in the use of statistical information and rarely made references to competitors. Nongender specific, colored advertisements with product and use related appeals have become more common with the passage of time. Although the rationale and purpose behind advertising is unchanged, the format has changed considerably. These changes are primarily due to the enhancement of print technology and to some extent, the changing social environment.
对1963年至1986年在美国出版的选定医学期刊上的口服降糖药广告进行了内容分析。随后对665则广告进行了研究，以确定某些预先设定的参数，从而显示出趋势。趋势结果总结如下。作为一般处方药广告趋势的延伸，口服降糖药广告的长度不断增加，而广告文案部分所占空间随后减少。它们还减少了统计信息的使用，很少提及竞争对手。随着时间的推移，具有产品和使用相关诉求的无性别特定、彩色广告变得更加普遍。尽管广告背后的基本原理和目的没有改变，但形式已经发生了很大变化。这些变化主要是由于印刷技术的提高，在一定程度上也归因于不断变化的社会环境。
