Research Methods
The units of analysis for my primary research includes a sample of 25 pharmaceutical commercials from the years 2016- 2022 acquired from an advertisement data base called Ispot.tv. The sample for this study included medical commercials featuring a variety of pharmaceutical brands and illness types. A content analysis of the medical advertisements examines how each commercial portrays happiness through the use of visuals such as color, setting, a character’s facial expressions, and audio such as music and narration. I also looked at the age of the individuals in the commercials and correlated it with the type of the disease the featured medication was supporting.
Sampling
The primary sampling methods of my research involved a random selection of five different advertisements associated with a random selection of 5 different types of illnesses associated with the advertised drug.
After accessing the data base, I was able to find information associated with the advertisements, including taglines, screenshots of the ad, the date the ad was published, and any specific details of the actors or characters in the advertisement. From there, I was able to watch and listen to each advertisement, documenting notable findings associated with either my quantitative or qualitative code sheets. I focused a lot of my attention on the different symbols that represent happiness as well as the representation of elderly individuals.
Qualitative Content Analysis Methods
I used interpretive content analysis to conduct my coding observations from the medical advertisements. Taking a deeper look at the content involved interpreting how the characters in the commercial interact with each other, and analyzing the details of the setting, music and visuals. Perceiving the emotions of each character through facial expressions and body language identified how each theme is displayed in the commercial.
| Qualitative Coding: Brand Drug Type Age of Participants Length of Advertisements Use of Music Use of Narration Use of text in the screen Behaviors⬇️ Abbreviations Weather Shown Presence of Fear/Concern Target audience Race of character(s) Gender Values/Beliefs Peer influence Brightness of Colors Mention of Holidays Use of Cultural references Family roles/Work roles Age Hair color Lines/Wrinkles Use of assisted device Mental Ability/Acuity Work Role Attire Emotions Tone of Music Setting/Environment Colors Transformation of Character Activities partaken Attitudes towards the product Tone of the language used signs of peer influence of the drug Types of logos/brand imagery Display Drug Location of advertisement Diversity of individudals/Group Mood Tagline used Illness type Desire for drug |
Quantitative Content Analysis Methods
I performed my quantitative coding by marking down the number of times a theme from the code sheet occurred in the commercial. By analyzing which factors occured the most, I was able to discover a variety of patterns and frequencies within the data.
| Quantitative Coding: General Information Brand being promoted Moving images Age of Participants Length of Advertisements Use of Music Use of Narration Use of text on the screen Behaviors⬇️ Hope Relief Confidence Optimism Motivation/Determination Appreciation Presence of Fear Presence of hospital Seasonality/Current Events referenced Expressions of Love Presence of Relationships Presence of Physical activity/active lifestyle Presence of eating/family dinner Presence of Doctor Mentions Mention of Holidays Presence of Cultural references Mention of Trusted Mention of FDA-Approved Mention of Safety Mention of Natural Mention of Side effects Mention of illness Mention of prescription Mention of OTC Mention of age requirements Mention of active ingredients or components Use of encouragement (“Call now” or “visit website”) Mention of what not to take/do when on the drug Mention of product benefits/Purpose Mention of quality of life Mention of not being themselves prior to drug Use of logos/Brand imagery Display of phone # Displays Drug Presence of house pets Presence Outdoors Use of emotional words/phrases Diversity of individudals/Group Use of a tagline Consult Doctor prior to usage Age Presence of Grandchildren Lines/Wrinkles Mobility issues Teeth loss Social Support Presence of Caregiver Actor over the age of 65 Presence of Gray hair |