Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

ABSTRACT

Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.

KEYWORDS:

• cross media promotion
• Elaboration Likelihood Model
• OTC drug advertising

Funding

This work was supported by JSPS KAKENHI Grant-in-Aid for Scientific Research (C) Grant Number: 26380571