Advertisements for psychotropic drugs which appeared in the leading medical journals in Finland, Sweden and Denmark were analyzed to identify the picture content and trends in advertising between 1975 and 1985.
The most common picture was a metaphor, the frequency of which increased in the 1980s.
The second largest picture category was a patient, the rate of which remained constant during the study period.
Both the use of a metaphor and a patient was related to the low sales of the drug in respective country whereas picture of a drug package was related to a stable market position of a drug in the country.
Mots-clés Pascal : Europe, Psychotrope, Publicité, Littérature scientifique, Sexe, Métaphore, Marketing, Homme, Finlande, Suède, Danemark
Mots-clés Pascal anglais : Europe, Psychotropic, Advertising, Scientific literature, Sex, Metaphor, Marketing, Human, Finland, Sweden, Denmark
Notice produite par :
Inist-CNRS - Institut de l'Information Scientifique et Technique
Cote : 91-0466003
Code Inist : 002B02B01. Création : 199406.