TELEVISION ADVERTISING OF SELECTED MEDICINAL PRODUCTS IN POLAND AND IN THE UNITED STATES - A COMPARATIVE ANALYSIS OF SELECTED TELEVISION COMMERCIALS

被引：0

作者：

Wisniewska, Ewa ^{[1
]}

Czerw, Aleksandra ^{[1
]}

Makowska, Marta ^{[2
]}

Fronczak, Adam ^{[1
]}

机构：

[1] Med Univ Warsaw, Dept Publ Hlth, Banacha 1a, PL-02097 Warsaw, Poland

[2] Univ Life Sci, Dept Social Sci, Ul Nowoursynowska 166,4, PL-02787 Warsaw, Poland

来源：

ACTA POLONIAE PHARMACEUTICA | 2016年 / 73卷 / 04期

关键词：

television advertising; OTC drugs; content analysis; USA; Poland; comparative analysis; DRUG; NONPRESCRIPTION; PRESCRIPTION;

D O I：

暂无

中图分类号：

R9 [药学];

学科分类号：

1007 ;

摘要：

The aim of the analysis was to establish the differences between television commercials of OTC drugs broadcast in Poland and in the U.S. The study covered 100 commercials of medicinal products of various producers applied to treat a variety of symptoms and diseases. The analysis demonstrated that there are both similarities and differences. The differences concerned e.g., spot length, the time of placement of a brand name and the diversity of advertising slogans. The most significant similarities concerned applied manipulation techniques, locations featured in commercials and the choice of actors.

引用

页码：1083 / 1097

页数：15

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