INFORMATIONAL AND SYMBOLIC CONTENT OF OVER-THE-COUNTER DRUG ADVERTISING ON TELEVISION

The informational and symbolic content of 150 over-the-counter drug co mmercials on television are empirically analyzed in this study. Result s on the informational content suggest that over-the-counter drug ads tend to focus on the concern of what the drug will do for the consumer , rather than on the reasons why the drug should be ingested. Accordin gly, advertising strategy is centered on consumer awareness of the pro duct as the primary goal. Educational commitment, however, did not see m to be blended into the promotional efforts for over-the-counter drug s. Findings on the symbolic content of over-the-counter drug ads revea l that drug images have been distorted. Performance of most drugs has been portrayed to be simple resolutions to relieve the symptom. Moreov er, a casual attitude toward drug usage is encouraged in the commercia ls, while time lapse of drug effects is overlooked.