Portrayal of the Elderly in Prescription Drug Advertising: A Pilot Study

Mickey C. Smith

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Media, Gender, and Advertising Aging and Gerontology Research Pharmaceutical industry and healthcare

Abstract

Content analysis was used to determine the portrayal of elderly and nonelderly models in advertisements for prescription drugs in two medical journals. While both types of patients were portrayed in a majority of ads in a negative way, the negative portrayal of the elderly tended to reinforce stereotypes of the elderly. Research is essential to determine the extent of the effects, if any, of these commercial messages on physicians' views of the elderly.

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