Representation of African Americans in Direct-to-Consumer Pharmaceutical Commercials: A Content Analysis With Implications for Health Disparities

Abstract

While direct-to-consumer (DTC) pharmaceutical drug advertising has been the center of controversy, proponents argue these ads provide educational and social benefits. This study explores the potential of these ads to address one of the proposed social benefits of reducing racial health disparities, particularly for African Americans. To examine this issue, a content analysis was conducted on DTC pharmaceutical television commercials assessing the presence and role portrayal of Black models in the ads. Findings revealed that Blacks were well represented overall but appeared to serve a token role and were underrepresented in ads for some of the most serious health conditions.

KEYWORDS:

• African American/Black
• direct-to-consumer
• health disparities
• prescription drug advertising
• race representation

Notes

∗Excludes background characters.

Note: % based on ads with humans (N = 31).