Fair balance? An analysis of the functional equivalence of risk and benefit information in prescription drug direct-to-consumer television advertising.
Description:
Prescription drug direct-to-consumer advertising (DTCA) has been a subject of controversy in recent years. Though government regulations require equivalent prominence of risks and benefits, there is concern about the ability of consumers with limited health literacy to fully comprehend the risks and benefits associated with drug use. Evaluating the images in DTCA is important because individuals may rely on the visual message if the wording is overly complex. Using semiotics, this study aims to…
more
Date:
August 2009
Creator:
Baird-Harris, Kay
Partner:
UNT Libraries