Reflect on the case you read in respect to nonethnic cultures
Reflect on the case you read in respect to nonethnic cultures
(http://www.snagI Case Study A specific example of the culture of com- fines, except through administrative hear- merce is television advertising for pre- ings. The United States is only one of two scription drugs targeted at the general countries that allows direct-to-consumer population. Television viewers represent ads (U.S. House of Representatives, 2008). members of all cultures (except perhaps In a physician survey, the FDA found the Amish). Viewers cannot buy any that 8% of physicians felt very pressured and of these products without a prescription 20% felt somewhat pressured to prescribe the from their doctor. These drug ads are specific brand name drug when the patient regulated by the Federal Trade Commis- asked the physician to do so. Most physi- sion and not the Food and Drug Admin- cians suggested alternative courses of action istration (FDA, 2012). The FDA Division (Woodcock, 2003). of Drug Marketing, Advertising and Direct-to-consumer television advertis- Communication(DMAC) is responsible for ing fell 11.5% to $3.47 billion in 2012. Even regulating direct-to-consumer ads. Drug so, Nielsen, the television monitoring orga- companies are required to submit copies nization, estimates that an average of 80 drug of their ads at the same time that they are ads air every hour of every day on American disseminated, but no preclearance is yet television (Palmer, 2013). required. If a direct-to-consumer ad is Most ads (82%) made some factual found to be in violation of FDA regulations, claims and made rational arguments the FDA can issue warning letters for seri- (86%) for product use, but few described ous violations, which may lead to regulatory condition causes (26%), risk factors (26%), action by the FDA. However, if a company or prevalence (25%). Emotional appeals refuses to comply, the FDA cannot impose were almost universal (95%). No ads
CHAPTER 12 Nonethnic Cultures mentioned lifestyle change as an alter- as a medical breakthrough. Despite claims native to products, though some (19%) that ads have educational value, the study portrayed it as an adjunct to medication. found ads provide little information about Some ads (18%) portrayed lifestyle changes the causes of a disease or who may be at as insufficient for controlling a condi- risk. Ads illustrate characters who have tion. The ads often framed medication lost control over their social, emotional, use in terms of losing (58%) and regain- or physical lives without the medication; ing control (85%) over some aspect of life and they minimize the value of health pro- and as engendering social approval (78%). motion through lifestyle changes (Frosch Products were frequently (58%) portrayed et al., 2007). References
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