Television Advertising of Selected Medicinal Products in Poland and in the United States - a Comparative Analysis of Selected Television Commercials
Wiśniewska, E.; Czerw, A.; Makowska, M.; Fronczak, A.
Acta Poloniae Pharmaceutica 73(4): 1083-1097
2016
ISSN/ISBN: 0001-6837 PMID: 29648735 Document Number: 688406
The aim of the analysis was to establish the differences between television commercials of OTC drugs broadcast in Poland and in the U.S. The study covered 100 commercials of medicinal products of various producers applied to treat a variety of symptoms and diseases. The analysis demonstrated that there are both similarities and differences. The differences concerned e.g., spot length, the time of placement of a brand name and the diversity of advertising slogans. The most significant similarities concerned applied manipulation techniques, locations featured in commercials and the choice of actors.