消费杂志广告中的健康相关信息。

Health-related messages in consumer magazine advertising.

作者信息

Wofford J L, Pinson J A, Folmar S J, Moran W P

机构信息

Reynolds Health Center, Winston-Salem, NC, USA.

出版信息

J Gen Intern Med. 1995 Sep;10(9):488-90. doi: 10.1007/BF02602397.

DOI:10.1007/BF02602397

PMID:8523150

Abstract

OBJECTIVE

To characterize the patterns of health-related messages in consumer advertising from U.S. magazines.

DESIGN

Observational survey of advertisements occupying a third of a page or more from the January 1994 issues of the 11 most popular consumer magazines.

MEASUREMENTS AND MAIN RESULTS

Health messages were present in 22.8% (85/372) of all the advertisements reviewed. Of the advertisement categories (prescription medication, over-the-counter medication, exercise-related product, health service, health device, diet/health-related food, and other), over-the-counter medications were the most common among the advertisements that had health messages (32.9%, 28/85) (7.5% of the total advertisements, 28/372). The five advertisements for prescription medications were duplications of two different advertisements, one for a hair promotion product and one for hormone replacement therapy. Products related to diet and exercise together represented 29.4% (25/85) of all advertisements with health messages. Three advertisements (3.5%) were for health devices, and five (5.9%) were for health services.

CONCLUSIONS

Health-related messages are frequent in consumer advertising. The effects of health marketing on consumer protection, health care costs, and the physician-patient relationship are discussed.

摘要

目的

描述美国杂志上消费类广告中与健康相关信息的模式。

设计

对1994年1月11种最受欢迎的消费类杂志中占三分之一页或更多篇幅的广告进行观察性调查。

测量与主要结果

在所有审查的广告中，22.8%（85/372）包含健康信息。在各类广告（处方药、非处方药、运动相关产品、健康服务、健康设备、饮食/健康相关食品及其他）中，有健康信息的广告里非处方药最为常见（32.9%，28/85）（占总广告的7.5%，28/372）。五种处方药广告是两种不同广告的重复，一种是头发护理产品广告，另一种是激素替代疗法广告。与饮食和运动相关的产品在所有有健康信息的广告中占29.4%（25/85）。三种广告（3.5%）是关于健康设备的，五种（5.9%）是关于健康服务的。