Table 1

Types of Content Presented in Product Claim Ads in the 2004 Sample Compared With the 2016 Sample

Content Category2004 Sample (n = 31)2016 Sample (n = 61)
Factual claims
Any factual information (eg, symptoms)82.077.4
Biologic nature or mechanism of disease53.924.5
Risk factors or cause of condition25.816.3
Prevalence of condition24.715.8
Subpopulation at risk of condition7.99.1
Positive emotional94.494.1
Negative emotional75.350.8
Lifestyle portrayals
Condition interferes with healthy or recreational activities30.347.5
Product enables healthy or recreational activities56.268.8
Lifestyle change is alternative to product use0.00.0
Lifestyle change is insufficient21.319.9
Lifestyle change is adjunct to product22.57.4
Medication portrayals
Loss of control caused by condition67.459.7
Regaining control as result of product use88.895.7
Social approval as a result of product use83.190.8
Distress caused by condition53.958.9
Endurance increased as a result of product12.423.5
Protection as a result of product use11.224.5
  • Note: All data presented as weighted percentages.