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
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.