Publications

Publication details [#40204]

Welch Cline, Rebecca J. and Henry N. Young. 2004. Marketing Drugs, Marketing Health Care Relationships: A Content Analysis of Visual Cues in Direct-to-Consumer Prescription Drug Advertising. Health Communication 16 (2) : 131–157.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | content analysis | cue validity | drug culture | health

Place, Publisher

Erlbaum

Annotation

This paper proposes a social cognitive theoretical framework to account for the effects of direct-to-consumer advertising (DTCA) of prescription drugs and a content analysis of visual cues in print DTCA.