Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Using content analysis, gender role stereotyping in radio commercials was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping in Portuguese radio advertising; (2) compare levels of stereotyping in three countries. One hundred a...

OBJECTIVES Quick service restaurant (QSR) television advertisements for children's meals were compared with adult advertisements from the same companies to assess whether self-regulatory pledges for food advertisements to children had been implemented. METHODS All nationally televised advertisements for the top 25 US QSR restaurants from July 1, 2009 to June 30, 2010 were obtained and viewed ...

There is good news and there is bad news. The good news is that print advertisements and television commercials have finally begun to respond to the needs of a culturally diverse population. The bad news is that despite some progress, the stereotyping of many groups based on gender, age, and race continues and leads to some serious consequences. All too frequently women are still portrayed as s...

This research explores the moderating roles of regulatory focus and product category in the impact of advertising framing on consumers’ advertising attitudes toward healthcare products. 236 persons participated in a 2 (framing: negative vs. positive) × 2 (regulatory focus: prevention-focused vs. promotion-focused) × 2 (product category: informational vs. transformational) factorial design. Resu...

BACKGROUND Pharmaceutical advertisements are an important means of bringing drug information to physicians. Most advertisements are intended only to raise awareness, though there are those that do seek to persuade through presentation of research findings. Researchers have questioned the quality of the research reported in advertisements and wonder whether these advertisements would lead to imp...

BACKGROUND Baecke Habitual Physical Activity Questionnaire (BHPAQ) has widely been employed in clinical and laboratorial studies as a tool for measuring subjects' physical activities. But, the reliability and validity of this questionnaire have not been investigated among Persian speakers. OBJECTIVES Therefore, the aim of the current study was examining the reliability and validity of the Per...

Oxford Elbow Score (OES) is a patient-reported questionnaire used to assess outcomes after elbow surgery. The aim of this study was to validate and adapt the OES into Persian language. After forward-backward translation of the OES into Persian, a total number of 92 patients after elbow surgeries completed the Persian OES along with the Persian DASH and SF-36. To assess test-retest reliability, ...

BACKGROUND Considering the difficulties in diagnosing bipolar disorder in clinical practice and lack of needed screening instruments in Persian language, the present study aimed at assessing sensitivity, specificity, and predictive values for the Persian Bipolar Spectrum Diagnostic Scale. METHODS The study was conducted in a university-affiliated hospital in Tehran, Iran, in a sample of 181 c...

We conducted randomized clinical trials to examine the impact of direct-to-consumer advertisements on the efficacy of a branded drug. We compared the objectively measured, physiological effect of Claritin (Merck & Co.), a leading antihistamine medication, across subjects randomized to watch a movie spliced with advertisements for Claritin or advertisements for Zyrtec (McNeil), a competitor anti...