The Narrative Structure and Message Disseminated by Television Commercials about Over-The-Counter Oral Drugs─A Qualitative Analysis / 社会薬学

ABSTRACT

This study aimed to identify the messages disseminated by television commercials about over-the-counter (OTC) oral drugs for analyzing the narrative structure of contents at a view of community pharmacists. We analyzed 92 television commercials about OTC oral drugs aired by 5 key commercial broadcasting stations from April 2013 to March 2014. We did the content analysis of the transcripts of television commercials ; 20 labels and 8 categories were found. The categories were “interesting the story,” “inspired desire for symptom improvement,” “emphasized attraction of the products,” “standing as a specific cure,” “products created a state of happiness,” “information about effect-efficacy and dosage,” “showing something other than drug-induced symptomatic improvement,” and “encouraging consumers to purchase the product.” The most common used categories to start TV-CM stories were “interesting the story” or “inspired desire for symptom improvement” and to end it was “encouraging consumers to purchase the product.” The message disseminated by television commercials about OTC oral drugs might misinform consumers regarding OTC drugs and self-care. Pharmacists should communicate with consumers to clear these misunderstandings instead of simply providing information about the effect-efficacy and dosage of OTC drugs.