Representation of African Americans in direct-to-consumer pharmaceutical commercials: A content analysis with implications for health disparities

Jennifer Gerard Ball, Angie Liang, Wei Na Lee

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

While direct-to-consumer (DTC) pharmaceutical drug advertising has been the center of controversy, proponents argue these ads provide educational and social benefits. This study explores the potential of these ads to address one of the proposed social benefits of reducing racial health disparities, particularly for African Americans. To examine this issue, a content analysis was conducted on DTC pharmaceutical television commercials assessing the presence and role portrayal of Black models in the ads. Findings revealed that Blacks were well represented overall but appeared to serve a token role and were underrepresented in ads for some of the most serious health conditions.

Original languageEnglish (US)
Pages (from-to)372-390
Number of pages19
JournalHealth Marketing Quarterly
Volume26
Issue number4
DOIs
StatePublished - Oct 1 2009

Fingerprint

African Americans
Health
Pharmaceutical Preparations
Television
Social benefits
Pharmaceuticals
Content analysis
Health disparities
Education
Television commercials
Drugs

Keywords

  • African American/Black
  • Direct-to-consumer
  • Health disparities
  • Prescription drug advertising
  • Race representation

Cite this

Representation of African Americans in direct-to-consumer pharmaceutical commercials : A content analysis with implications for health disparities. / Ball, Jennifer Gerard; Liang, Angie; Lee, Wei Na.

In: Health Marketing Quarterly, Vol. 26, No. 4, 01.10.2009, p. 372-390.

Research output: Contribution to journalArticle

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