Visual elements in direct-to-consumer advertising: Messages communicated to patients with arthritis. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Willis, Erin
• Is Part Of: Health marketing quarterly. Volume 34:Issue 1(2017)
• Page Start: 1
• Page End: 17
• Publication Date: 2017-01-02
• Subjects: Advertising -- chronic illness -- health promotion -- media -- qualitative methods; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2016.1238651
• Languages: English
• ISSNs: 0735-9683

Abstract

ABSTRACT: Direct-to-consumer (DTC) advertising saturates popular health magazines, communicating persuasive messages to readers that may influence attitudes and behaviors. This research used a two-prong approach to investigate the visual elements used in DTC advertising and their influence on consumers' understanding of a disease and its treatment options. An analysis was conducted of DTC advertisements ( N = 62) from a population sample of Arthritis Today magazine, 2000–2010. Three panels of people with arthritis were used to validate the findings and discuss implications for health literacy. Pharmaceutical companies have an opportunity to communicate tailored messages to readers of niche publications and improve disease management.