GENDER DIFFERENCES IN DRUG (PRESCRIPTION, NONPRESCRIPTION, ALCOHOL AND TOBACCO) ADVERTISING - TRENDS AND IMPLICATIONS

An overview of the literature regarding drug (prescription, nonprescription, alcohol and tobacco) advertising and the targeting of the genders was presented Prescription drug advertisements of the late 1980s contained less sexual stereotyping than that of the previous decade. In the only article that dealt directly with gender differences in nonprescription drug advertising, it was found that the advertising of specific therapeutic categories was targeted differentially toward men and women. Few investigators have focused on the targeting of special groups in the advertisement of alcoholic beverages. In contrast, there has been a greater research interest in tobacco advertising gender differences. The literature indicates that different tobacco products and advertising messages were targeted for men and women. The authors suggest that the public will become more reluctant to accept the unrestricted advertising of products which are deleterious to health.