Abstract
International Journal of Medicine and Public Health,2019,9,2,50-54.DOI:10.5530/ijmedph.2019.2.13Published:June 2019Type:Original ArticleHealth Related Advertisements in Audiovisual Media: A Content Analysis in Karnataka, IndiaManjunatha SN, Venkatesh Darshan AN, and Sajja Jayashree Manjunatha SN, Venkatesh Darshan AN, Sajja Jayashree* Department of Community Medicine, Mysore Medical College and Research Institute, Opposite to KR Hospital, Irwin Road, Mysore, Karnataka, INDIA. Abstract:Introduction: Mass media provides information among people at large, so that there is acceptance of any idea to create interest. There are various types of mass media- magazines, television, internet, newspapers, etc. The media have the power to direct our attention towards certain issues. Thus it can be said that, mass media plays an important role in shaping the lifestyle and through that the habits- good or bad among the public. So, we have studied the different types of health awareness creating advertisements broadcasted in two types of mass media namely television (Audio-visual) and radio (Audio). Methods: A Content analysis of health related advertisements was done in selected channels from television and radio stations and a survey was conducted later to know the effect of those advertisements on public. Results: The major areas covered in health awareness were on DOTS, Clean drinking water, NACO-ICTC, Iodized Salt and Zinc tablet. It was found that the health related advertisements especially those aimed at raising awareness decreased during weekends. In the survey conducted, it was found that not many people were interested in looking at advertisements. And of those who watched or listened to advertisements only a few could recall any health message. Conclusion: Many of the government sponsored advertisements do not find their place in commercial channels which attract larger viewership. It’s better to increase health awareness related advertisements during weekends and prime time. Keywords:Audio-visual media, Health advertisements, Health awareness, Health education, Mass Media, Radio Advertisements, Television AdvertisementsView:PDF (195.3 KB)
Highlights
Mass media provides information among people at large, so that there is acceptance of any idea to create interest
In Mysore, there are three radio stations namely Big FM (92.7 MHz) which is owned by Anil Dhirubhai Ambani, Super hits Red FM owned by Sun group operating at 93.5 MHz and Mysore Akashavani owned by the Government (100.6 MHz)
It was found that on an overage there were 90-100 health related advertisements being broadcasted per day. Out of these approximately 35-45 advertisements were on some health clinics or hospital advertisements, etc.; 10-15 were related to cosmetic and herbal products; and 15-20 were general medicine advertisements (Vicco cream, Eno etc). (Table 1) There were approximately 25-30 health awareness related advertisements which were related to DOTS, Clean drinking water and hygiene around house and about birth and death registration on weekdays and on weekends frequency reduced to 5-10 advertisements per day. (Table 1) Among the health awareness related advertisements, awareness about DOTS, birth and death registration was given maximum importance followed by awareness on clean drinking water and personal hygiene
Summary
Mass media provides information among people at large, so that there is acceptance of any idea to create interest. We have studied the different types of health awareness creating advertisements broadcasted in two types of mass media namely television (Audio-visual) and radio (Audio). Methods: A Content analysis of health related advertisements was done in selected channels from television and radio stations and a survey was conducted later to know the effect of those advertisements on public. It was found that not many people were interested in looking at advertisements. Of those who watched or listened to advertisements only a few could recall any health message. It’s better to increase health awareness related advertisements during weekends and prime time.
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