Rad J, Melendez-Torres G J
Faculty of Health and Life Sciences, University of Exeter, Exeter, UK.
BMC Public Health. 2025 Sep 1;25(1):2996. doi: 10.1186/s12889-025-24197-8.
This study conducts a critical discourse analysis (CDA) of social media advertisements (ads) for Glucagon-like peptide-1 receptor agonist (GLP-1 RAs) weight loss drugs to examine their linguistic features, discursive practices, and social implications, aiming to explore how advertising strategies may shape public perceptions and consumer considerations. Data collection focused on Facebook and Instagram, targeting ads related to FDA-approved GLP-1 RAs weight loss drugs from February 2023 to February 2024. Ads were collected using specific keyword searches. Inclusion criteria focused on ads explicitly related to the three GLP-1 RAs weight loss drugs, while exclusion criteria removed irrelevant, non-English, duplicate, or incomprehensible ads. Thematic analysis was conducted to identify recurring themes. Fairclough's CDA model was used to analyse the 90 ads. Thematic analysis identified four key themes including "Health and Safety", "Consultation and Support", "Ease and Affordability", and "Emotional and Psychological Impact". These themes highlight the emphasis on medical credibility, accessibility through telehealth, affordability, and emotional benefits. The ads strategically use medical authority and emotional appeals, seemingly to build trust and persuade consumers. The focus on telehealth aligns with the growing demand for remote healthcare solutions, while the emphasis on affordability and ease of use addresses common barriers to accessing weight loss treatments. This research provides new insights into the discursive strategies of pharmaceutical advertising, distinguishing it as a unique contribution to the field. The study underlines the need for balanced health communication that accurately represents the benefits and risks of weight loss drugs. It recommends stricter regulatory guidelines to ensure transparency and prevent exaggerated claims. Additionally, public health campaigns should educate consumers on comprehensive weight management, integrating medication with lifestyle changes. Moreover, stakeholders can develop better health communication strategies and regulatory policies to enhance public health outcomes by understanding the narratives in these ads.
本研究对胰高血糖素样肽-1受体激动剂（GLP-1 RAs）减肥药物的社交媒体广告进行批判性话语分析（CDA），以考察其语言特征、话语实践及社会影响，旨在探究广告策略如何塑造公众认知和消费者考量因素。数据收集聚焦于脸书和照片墙，目标是2023年2月至2024年2月与美国食品药品监督管理局（FDA）批准的GLP-1 RAs减肥药物相关的广告。通过特定关键词搜索收集广告。纳入标准侧重于与三种GLP-1 RAs减肥药物明确相关的广告，而排除标准则剔除无关、非英文、重复或难以理解的广告。进行主题分析以识别反复出现的主题。运用费尔克劳夫的CDA模型对90则广告进行分析。主题分析确定了四个关键主题，包括“健康与安全”“咨询与支持”“便捷与可承受性”以及“情感与心理影响”。这些主题凸显了对医学可信度、通过远程医疗实现的可及性、可承受性以及情感益处的强调。广告策略性地运用医学权威和情感诉求，似乎是为了建立信任并说服消费者。对远程医疗的关注与对远程医疗保健解决方案日益增长的需求相一致，而对可承受性和易用性的强调解决了获取减肥治疗的常见障碍。本研究为药品广告的话语策略提供了新见解，堪称该领域的独特贡献。该研究强调需要进行平衡的健康传播，准确呈现减肥药物的益处和风险。建议制定更严格的监管指南，以确保透明度并防止夸大宣传。此外，公共卫生运动应教育消费者进行全面的体重管理，将药物治疗与生活方式改变相结合。此外，利益相关者可以通过理解这些广告中的叙事来制定更好的健康传播策略和监管政策，以改善公众健康状况。
