Direct to Consumer Drug Advertising 1997 FDA rules for broadcast ads ads can t be false or misleading must have balance of risk and benefits present facts that are material to the product s uses include a brief summary of every risk attitudes toward prescription drug ads 2008 people believe that advertising is a good thing and that they educate people about available treatments and for them to get help for things they might not know they have pros and cons of DTC ads pros increase public awareness and thereby involvement in healthcare helps educate consumers of potential conditions encourages them to see their doctor treatment compliance may reduce spending on other medical services such as hospitalization cons ads use mostly emotional appeals communicate in sound bites vs scientific facts consumers taking too many drugs understate adverse side effects tv ads can distract us from important information overstate health benefits over diagnosis of a condition inappropriate use of prescription drugs drives up the overall cost of healthcare without necessarily improving the heatlh of those treated Advertising and Health food obesity and body image Effects of fashion magazines on high school females 2002 college women 1997 the more naturalistic experiment and young men 2006 more disordered eating behaviors more body dissatisfaction experiment women in waiting room with news magazines or fashion magazines filled out a questionnaire those with fashion magazine report more dissatisfaction with weight guilt associated with eating fear of getting fat experiment males ads with male models plus product or ad with product only measure effect on body dissatisfaction more body dissatisfaction with male model ads mechanisms linking TV and obesity displacement of other activity decreased energy expenditure increased caloric intake tv correlated with junk food content analysis of TV ads targeting children Kunkel Gantz 1992 most ads are toys and junk food NBC CBS ABC 2 independent stations USA Nick the prime time pyramid how it compares to USDA food guide pyramid focuses more on fats oils sweets and bread category and less on milk fruit veg groups study of McDonald s food wrappers effect on kids asked whether they tasted the same or if one was better unmarked packages lost to McDonalds in all cases effects of food advertisements young children accept ad claims as true across a number of studies request of more junk food requests for advertised foods in particular TV viewing positively correlated with calorie intake TV viewing negatively correlated with nutrition knowledge Neural responses to high and low calorie foods brain regions implicated in self control and inhibition are slow to develop brain activity in these regions is low when children are exposed to high calori foods brain activity increases in these regions as children mature through adolescence children are less able to control their responses to high calorie food Neural responses to food advertising study of half healthy and half obese kids obese kids had greater brain activity in reward regions when shown food loggos healthy weight kids had greater brain activity in control regions when shown food logos children s food and beverage advertising initiative self regulation mechanism of advertising companies make a pledge describing commitment Kelloggs still allowed to advertise high sugar cereals and candy Pepsi Coke McDonalds made pledges experiment on effect of advertising foods as healthy on children 2 groups chocolatey rich vs healthful both groups expressed equal purchase intention Advertising Controversies alcohol and cigarettes Imagery in Tobacco Advertising sports healthy outdoor life celebrating life emphasized health benefits a harmless restoration of the flow of natural body energy just what the doctor ordered throat protection against irritation against cough tobacco and sports healthy outdoor lifestyle tabacco and celebrating life Master Settlement Agreement MSA cannot target youth one event sponsorship per year no ads in mail arcades stadiums arenas naming rights no sponsorship of team sports events or other events no cartoon characters states receive funding for tobacco prevention and control in store marketing of cigarettes highly effective at reaching kids more likely to be influenced by convenience store promotions forbidden fruit effect and theory of psychological reactance and cigarette restrictions restrictive content becomes more attractive aka like the guy that has a girlfriend you want him more effects of advertising of alcohol on youth the slide called Advertising Consumption beer ads are frequent in sports oriented TV shows awareness brand recognition desire to consume positive feelings about drinking increased likelihood to drink desire to create positive associations when young evidence suggests adv is a significant factor in adolescent use early adolescent exposure to alcohol ads and underage drinking exposure in 6th and 7th grade football basketball NASCAR ESPN magazines radio concessions in store beer displays promotional items imagery in alcohol advertising sports attractiveness celebration sports accounted for more than 3 times as much spending on sports programming as appear 7 8 times more often during sports programming compared to regular tv on TV programs in general programming alcohol makes you more attractive alcohol as a celebration self regulation targeting children can t target youth under 21 some states have additional regulations can t imply that consumption enhances athletic ability if athletes used cannot be consuming NBC show liquor ads after 9pm models should appear 25 avoid music language characters specifically associated with those 21 placement in media oriented to those 21 sports celebrity endorsement Public Communication Campaigns and Social Marketing definition of socially responsible advertising campaigns that connect brand images and corporate values to social causes Anheuser Busch responsibility matters underage drinking 3 types of socially responsible advertising social issues linked with specific products linked with corporations corporate donations to specific issues intended effects of socially responsible advertising attention to issues greater understanding message credibility increases improved corporate image consumer feels like a good person unintended effects of socially responsible advertising alienate some consumers vague misleading terms consumers feel futile