Proportion of product claim advertisements using types of themes
| Category of content | Weighted % | |
|---|---|---|
| Factual claims | ||
| Any factual information (eg, symptoms) | 82.0 | |
| Biological nature or mechanism of disease | 53.9 | |
| Risk factors or cause of condition | 25.8 | |
| Prevalence of condition | 24.7 | |
| Subpopulation at risk of the condition | 7.9 | |
| Appeals | ||
| Rational | 100.0 | |
| Positive emotional | 94.4 | |
| Negative emotional | 75.3 | |
| Humor | 36.0 | |
| Fantasy | 22.5 | |
| Sex | 4.5 | |
| Nostalgia | 3.4 | |
| Category of content | Weighted % | |
| Lifestyle portrayals | ||
| Condition interferes with healthy or recreational activities | 30.3 | |
| Product enables healthy or recreational activities | 56.2 | |
| Lifestyle change is alternative to product use | 0.0 | |
| Lifestylechange is insufficient | 21.3 | |
| Lifestyle change is adjunct to product 19.4 22.5 0.0 | 22.5 | |
| Medication portrayals | ||
| Loss of control caused by condition | 67.4 | |
| Regaining control as result of product use | 88.8 | |
| Social approval as a result of product use | 83.1 | |
| Distress caused by condition | 53,9 | |
| Breakthrough | 67.4 | |
| Endurance increased as a result of product use | 12.4 | |
| Protection as a result of product use | 11.2 | |
Note: Total unweighted, product claim ads n = 31 Adaptedfrom Fam Med 2007:5:6-13. |
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