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Television advertising and childrens' attitudes toward proprietary medicine
Author(s) -
Rossano Matt J.,
Butter Eliot J.
Publication year - 1987
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220040305
Subject(s) - advertising , television advertising , psychology , context (archaeology) , business , biology , paleontology
The effect of exposure to television drug advertising on children's attitudes toward proprietary medicines and medicine use was investigated in two experiments. The first experiment presented the commercials in a realistic program context fashion. The second experiment presented the commercials in a more direct and controlled manner. Using drug questionnaires, the subjects were assessed for their attitudes regarding the use of proprietary drugs. The results of both studies indicated that exposure to drug advertising had little influence on children's attitudes. Furthermore, children preferred not to watch drug commercials in comparison to a TV program or other types of commercials.