Types of Content Presented in Product Claim Ads in the 2004 Sample Compared With the 2016 Sample
| Content Category | 2004 Sample (n = 31) | 2016 Sample (n = 61) |
|---|---|---|
| Factual claims | ||
| Any factual information (eg, symptoms) | 82.0 | 77.4 |
| Biologic nature or mechanism of disease | 53.9 | 24.5 |
| Risk factors or cause of condition | 25.8 | 16.3 |
| Prevalence of condition | 24.7 | 15.8 |
| Subpopulation at risk of condition | 7.9 | 9.1 |
| Appeals | ||
| Rational | 100.0 | 100.0 |
| Positive emotional | 94.4 | 94.1 |
| Negative emotional | 75.3 | 50.8 |
| Humor | 36.0 | 8.9 |
| Fantasy | 22.5 | 13.7 |
| Sex | 4.5 | 6.2 |
| Nostalgia | 3.4 | 11.1 |
| Lifestyle portrayals | ||
| Condition interferes with healthy or recreational activities | 30.3 | 47.5 |
| Product enables healthy or recreational activities | 56.2 | 68.8 |
| Lifestyle change is alternative to product use | 0.0 | 0.0 |
| Lifestyle change is insufficient | 21.3 | 19.9 |
| Lifestyle change is adjunct to product | 22.5 | 7.4 |
| Medication portrayals | ||
| Loss of control caused by condition | 67.4 | 59.7 |
| Regaining control as result of product use | 88.8 | 95.7 |
| Social approval as a result of product use | 83.1 | 90.8 |
| Distress caused by condition | 53.9 | 58.9 |
| Breakthrough | 67.4 | 69.5 |
| Endurance increased as a result of product | 12.4 | 23.5 |
| Protection as a result of product use | 11.2 | 24.5 |
Note: All data presented as weighted percentages.