ABSTRACT
Purpose: This investigation applied the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth. Design/methodology/approach: Surveys were administered over a three-year period to 417 alternative high school students from southern California who had never used e-cigarettes, cigarettes, or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were employed to test competing hypotheses from the PLC and PEC frameworks. Findings: Results support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars. Originality: Regulations in the United States that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage. Practical implications: This investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior. Social implications: Rising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.
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.
ABSTRACT
Esta investigación tiene por objeto identificar las representaciones y estereotipos de género utilizados en los comerciales transmitidos por televisión, así como las posibles relaciones entre estos, las categorías de producto, los roles, el género y el nivel de sexismo de los comerciales. Se diseñó un instrumento basado en la Escala de Sexismo en Publicidad de Pingree, Parker, Butler y Paisley (1976), incorporando además las categorías de análisis de McArthur y Resko (1975), el cual se aplicó en una muestra de 80 comerciales. Los resultados evidencian diferencias en el trato del género dentro de los comerciales, apareciendo más figuras femeninas en escenarios privados (hogar) y masculinas en escenarios públicos. En cuanto al nivel de sexismo, el 48% evidenció alto nivel de sexismo, utilizando estereotipos de mujer sexi y ama de casa, con representaciones femeninas de objeto decorativo o en roles de dependencia.
This research aims to identify the representations and stereotypes that are used in commercial broadcast on television, as well as the possible relationships among these product categories, roles, gender and the level of sexism in commercials. The data-gathering instrument was designed based on the Scale of Sexism in Advertising from Pingree, Parker, Butler and Paisley (1976), which also incorporated the analysis categories defined by McArthur and Resko (1975). This tool was applied in a sample of 80 commercials. The results show differences in the treatment of gender within commercials. Thus, female figures appear in the commercials, which occur in private settings (home), while in the public settings are mostly male figures. Regarding the level of sexism, half of the commercials showed high level of sexism. The most stereotypes are sexy woman and housewife, with representations of women like sex object or in dependency roles.
Subject(s)
Psychology, Social , Sexism , Gender IdentityABSTRACT
En esta investigación se identifica la relación que existe entre la puntuación obtenida por consumidores de medios televisivos, en el Inventario de Sexismo Ambivalente (ASI; Glick & Fiske, 1996. Adaptado por Expósito, Moya & Glick, 1998) y la valoración que estos hacen del nivel de sexismo de 14 comerciales de televisión transmitidos en los principales canales privados nacionales. El estudio se llevó a cabo con 100 participantes, de ambos géneros, con edades entre 18 y 60 años de los estratos 4, 5, 6, consumidores de medios televisivos. Es un estudio ex post facto, prospectivo de una variable independiente simple (Montero & León, 2007), siendo el nivel de sexismo ambivalente la variable independiente de clasificación y la valoración que se hace de los comerciales la variable dependiente relacionada con los resultados de la primera. Los principales hallazgos evidencian una relación inversa, estadísticamente significativa, entre el nivel de sexismo ambivalente en su medida de diferenciación complementaria de género y la percepción del sexismo en la publicidad, no encontrándose un efecto estadísticamente significativo con el sexo, la edad y otras variables demográficas.
This research identifies the relationship between the score for consumers of television media in Ambivalent Sexism Inventory (ASI, Glick and Fiske, 1996. Adapt. Expósito et al., 1998) and they valuation around level of sexism than 14 television commercials broadcast in the national channels. The study was conducted with 100 participants, of both genders, aged between 18 and 60 years of strata 4, 5, 6, consumers of television media. It is an ex post facto study, a prospective with single independent variable (Montero & Leon, 2007). The level of ambivalent sexism is the independent variable by classification and the valuation of commercial is the dependent variable. The main findings show an interaction statistically significant between level of ambivalent sexism in the component of gender differentiation and the perception of sexism in advertising, but without a statistically significant effect with gender, age and other demographic variables.
