Factual claims* |
Any factual information (eg, symptoms) | – | 82.0 | – |
Biological nature or mechanism of disease | – | 53.9 | – |
Risk factors or cause of condition | – | 25.8 | – |
Prevalence of condition | – | 24.7 | – |
Subpopulation at risk of the condition | | 7.9 | |
Appeals |
Rational | 86.4 | 100.0 | 0.0 |
Positive emotional | 95.1 | 94.4 | 100.0 |
Negative emotional | 68.9 | 75.3 | 28.6 |
Humor | 32.0 | 36.0 | 7.1 |
Fantasy | 20.4 | 22.5 | 7.1 |
Sex | 5.8 | 4.5 | 14.3 |
Nostalgia | 3.9 | 3.4 | 7.1 |
Lifestyle portrayals |
Condition interferes with healthy or recreational activities | 26.2 | 30.3 | 0.0 |
Product enables healthy or recreational activities | 56.3 | 56.2 | 57.1 |
Lifestyle change is alternative to product use | 0.0 | 0.0 | 0.0 |
Lifestyle change is insufficient | 18.4 | 21.3 | 0.0 |
Lifestyle change is adjunct to product | 19.4 | 22.5 | 0.0 |
Medication portrayals |
Loss of control caused by condition | 58.3 | 67.4 | 0.0 |
Regaining control as result of product use | 85.4 | 88.8 | 64.3 |
Social approval as a result of product use | 77.7 | 83.1 | 42.9 |
Distress caused by condition | 47.6 | 53.9 | 7.1 |
Breakthrough | 58.3 | 67.4 | 0.0 |
Endurance increased as a result of product use | 17.5 | 12.4 | 50.0 |
Protection as a result of product use | 9.7 | 11.2 | 0.0 |