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Presentation
Disease awareness advertisements in Australian magazines: an analysis of content and compliance
Faculty of Health and Behavioural Sciences - Papers (Archive)
  • Danika Hall, University of Wollongong
  • Sandra C Jones, University of Wollongong
  • Donald C Iverson, University of Wollongong
RIS ID
29818
Publication Date
1-1-2009
Publication Details

Hall, D., Jones, S. C. & Iverson, D. C. (2009). Disease awareness advertisements in Australian magazines: an analysis of content and compliance. Australia and New Zealand Marketing Academy Conference (pp. 1-9). Melbourne, Australia: Australian and New Zealand Marketing Academy.

Abstract
In Australia, Direct to Consumer Advertising (DTCA) of prescription medicine is prohibited; however pharmaceutical companies can communicate directly with consumers via Disease Awareness Advertising (DAA). DAA can contain information about a disease including treatment information, but cannot mention the name of a particular product or brand. DAA is currently regulated by the industry body Medicines Australia (MA). In the current study, content analysis methodology was used to determine the extent and nature of DAA in popular Australian women’s magazines which were monitored for 12 months. Findings relating to the use of visual appeals in the imagery and rational appeals in the text are presented and discussed, along with advertisements found to be in breach of the MA Code of Conduct. Keywords: disease advertising, pharmaceutical, regulation, content analysis, DTCA
Citation Information
Danika Hall, Sandra C Jones and Donald C Iverson. "Disease awareness advertisements in Australian magazines: an analysis of content and compliance" (2009) p. 1 - 9
Available at: http://works.bepress.com/sjones/107/