Morris L A, Brinberg D, Klimberg R, Millstein L, Rivera C
Soc Sci Med. 1986;22(6):629-38. doi: 10.1016/0277-9536(86)90035-3.
Approximately 1500 subjects were exposed to magazine or television advertisements for fictitious prescription drug products. The ads varied the way risk information was incorporated into the ad. Ads presented in the magazine, ads that contained detailed and specific descriptions of the drug's risks, and ads that used communications devices to emphasize risks (graphic subtitles or a separate announcer to read the risk material) were negatively evaluated. Television ads were more likely to lead subjects to state that they would consult a doctor about the medicine but not to be upset if the doctor refused to prescribe it. Evidently, television produced more positive but more tentative impressions about the product compared to the magazine. General risks informing people about the importance of the doctor in making prescribing decisions appeared to be reassuring. Older subjects had more positive views of the drug and the ad, were more receptive to the doctor's advice and were more concerned about the disease. The elderly may have viewed drugs as a symbol of health, whereas, younger subjects may have viewed them as a symbol of illness.
大约1500名受试者接触了虚构处方药产品的杂志或电视广告。广告中风险信息的融入方式各不相同。杂志上刊登的广告、包含药物风险详细具体描述的广告以及使用通信设备强调风险的广告（图形字幕或单独的播音员宣读风险内容）都得到了负面评价。电视广告更有可能使受试者表示他们会就该药物咨询医生，但如果医生拒绝开处方也不会感到不安。显然，与杂志相比，电视对该产品产生了更积极但更不确定的印象。告知人们医生在开处方决策中重要性的一般风险似乎让人安心。年长的受试者对药物和广告有更积极的看法，更愿意接受医生的建议，也更关注疾病。老年人可能将药物视为健康的象征，而年轻受试者可能将其视为疾病的象征。
