Abstract
The promotion of prescription drugs directly to consumers is a rapidly-growing phenomenon. The regulatory aspects of prescription drug advertising beg the question: To what degree do the ads inform versus persuade consumers? This study examines the advertising appeals of prescription drug advertisements aimed at consumers. A content analysis of prescription drug advertisements in eight popular magazines between 1992 and 1995 was undertaken to develop a typology of appeals used by drug manufacturers to promote their brands. The use of promotional techniques, such as coupons, toll-free numbers and web sites and the incidence of self-diagnostic “tests” in DTC prescription drug ads are also examined.
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