Resumen de Drug Advertising – Configurating Factors and Communication Strategies: A Case Study on Television Broadcasted Advertisements in Romania
The study consists of both a review and a critical analysis of the factors that structurally influence drug advertising. These factors are determined, on the one hand, by defining characteristics for pharmaceutical industry field and, on the other hand, by specific communication roles, stakes and characteristics which customize and differentiate drug advertising as compared to other types of persuasive communication. One of the main goals of the study is to identify and analyze the communicational strategies used in Over-the-Counter (OTC) drugs advertising directed to consumers (DTC) in Romania. In this respect, a content analysis was carried out on a sample of 45 medicaments advertisements broadcasted by Romanian televisions, focusing on the strategies and creative techniques used in constructing the advertising discourse.
