Correspondencia: Eusebi J. Castaño Riera. San Bartomeu, 8. 07110 Bunyola. illes Balears. España.
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Castaño Riera, David Oterino de la Fuente, Rosa M. Rodríguez Rodríguez" "autores" => array:3 [ 0 => array:4 [ "nombre" => "Eusebi J." "apellidos" => "Castaño Riera" "email" => array:1 [ 0 => "ecastanyo@dgpif.caib.es" ] "referencia" => array:2 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] 1 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">¿</span>" "identificador" => "cor1" ] ] ] 1 => array:3 [ "nombre" => "David" "apellidos" => "Oterino de la Fuente" "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">b</span>" "identificador" => "aff2" ] ] ] 2 => array:3 [ "nombre" => "Rosa M." "apellidos" => "Rodríguez Rodríguez" "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] ] ] ] "afiliaciones" => array:2 [ 0 => array:3 [ "entidad" => "Fundación Instituto de Investigación en Servicios de Salud, Illes Balears, España" "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] 1 => array:3 [ "entidad" => "Fundación Instituto de Investigación en Servicios de Salud, Asturias, España" "etiqueta" => "<span class="elsevierStyleSup">b</span>" "identificador" => "aff2" ] ] "correspondencia" => array:1 [ 0 => array:3 [ "identificador" => "cor1" "etiqueta" => "⁎" "correspondencia" => "Correspondencia: Eusebi J. Castaño Riera. San Bartomeu, 8. 07110 Bunyola. illes Balears. España." ] ] ] ] "pdfFichero" => "main.pdf" "tienePdf" => true "fechaRecibido" => "2006-07-18" "fechaAceptado" => "2006-11-20" "PalabrasClave" => array:2 [ "es" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Palabras clave" "identificador" => "xpalclavsec14040" "palabras" => array:4 [ 0 => "Revistas médicas" 1 => "Fármacos" 2 => "Publicidad" 3 => "Mensaje publicitario" ] ] ] "en" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Key words" "identificador" => "xpalclavsec14039" "palabras" => array:4 [ 0 => "Medical journals" 1 => "Drugs" 2 => "Advertising" 3 => "Advertising message" ] ] ] ] "tieneResumen" => true "resumen" => array:2 [ "es" => array:2 [ "titulo" => "Resumen" "resumen" => "<span class="elsevierStyleSectionTitle">Objetivos</span><p class="elsevierStyleSimplePara elsevierViewall">Describir las características de la publicidad en las revistas médicas españolas y analizar el mensaje publicitario en los anuncios de fármacos.</p> <span class="elsevierStyleSectionTitle">Métodos</span><p class="elsevierStyleSimplePara elsevierViewall">Se revisaron 6 números del año 2001 de 4 revistas médicas españolas: <span class="elsevierStyleItalic">Atención Primaria, Anales Españoles de Pediatría, Medicina Clínica y Gaceta Sanitaria</span>, para identificar el número de anuncios y sus características. El mensaje publicitario se analizó evaluando 5 áreas: objetivo de la comunicación, argumento de venta, tratamiento de la comunicación, texto e imagen empleados.</p> <span class="elsevierStyleSectionTitle">Resultados</span><p class="elsevierStyleSimplePara elsevierViewall">Se encontraron 609 anuncios, y los anuncios de fármacos fueron los más numerosos (69,9%). La presión publicitaria fue mayor en <span class="elsevierStyleItalic">Atención Primaria</span> (36%) seguida de <span class="elsevierStyleItalic">Anales Españoles de Pediatría</span> (22%), <span class="elsevierStyleItalic">Medicina Clínica</span> (12%) y <span class="elsevierStyleItalic">Gaceta Sanitaria</span> (4%). En los 195 anuncios de fármacos analizados el objetivo del mensaje publicitario fue mayoritariamente el recuerdo o presentación de un producto ya existente (70,8%), el argumento de venta era racional en un 86,5%, el tratamiento de la comunicación fue publicitario (72,6%), presentaban un titular el 82,4% y eslogan el 50,8%; utilizaban una fotografía el 74,7% y el objetivo de la imagen fue presentar el producto (48,7%), prometer un beneficio (45,1%) o argumentar sus cualidades (31,1%).</p> <span class="elsevierStyleSectionTitle">Conclusiones</span><p class="elsevierStyleSimplePara elsevierViewall">En las revistas dirigidas a médicos prescriptores, la presión publicitaria es mayor e intercalan publicidad en los artículos. La publicidad de fármacos es sobre productos ya existentes y utiliza argumentos racionales con un tratamiento de la comunicación publicitario.</p>" ] "en" => array:2 [ "titulo" => "Abstract" "resumen" => "<span class="elsevierStyleSectionTitle">Objective</span><p class="elsevierStyleSimplePara elsevierViewall">To describe the characteristics of advertising in Spanish medical journals and to analyze the advertising message in drug advertisements.</p> <span class="elsevierStyleSectionTitle">Methods</span><p class="elsevierStyleSimplePara elsevierViewall">Six issues of 4 Spanish medical journals published in 2001 were reviewed to identify the number of advertisements and their characteristics. The journals selected were <span class="elsevierStyleItalic">Atención Primaria, Anales Españoles de Pediatría, Medicina Clínica and Gaceta Sanitaria</span>. The advertising message was analyzed by evaluating 5 factors: communication aim, sales argument, communication treatment, and use of text and image.</p> <span class="elsevierStyleSectionTitle">Results</span><p class="elsevierStyleSimplePara elsevierViewall">609 advertisements were found. Drug advertisements were the most numerous (69.9%). Advertising pressure was highest in <span class="elsevierStyleItalic">Atención Primaria</span> (36%), followed by <span class="elsevierStyleItalic">Anales Españoles de Pediatría</span> (22%), <span class="elsevierStyleItalic">Medicina Clínica</span> (12%) and <span class="elsevierStyleItalic">Gaceta Sanitaria</span> (4%). Of the 195 drug advertisements analyzed, the aim of the advertising message was mostly to present or remind readers of an existing product (70.8%). The sales argument was rational in 86.5%. The communication treatment was advertising in 72.6%. The text of the advertisement contained a headline in 82.4% or a slogan in 50.8%. The advertisement image was a photograph in 74.7% and the aim of the image was to present the product (48.7%), to promise a benefit (45.1%), orto argue its qualities (31.1%).</p> <span class="elsevierStyleSectionTitle">Conclusions</span><p class="elsevierStyleSimplePara elsevierViewall">In the journals aimed at prescribing physicians advertising pressure was higher and advertisements were intercalated in article text. Advertising concerned already existing products, used rational arguments, and the communication treatment was advertising.</p>" ] ] "bibliografia" => array:2 [ "titulo" => "Bibliografía" "seccion" => array:1 [ 0 => array:1 [ "bibliografiaReferencia" => array:16 [ 0 => array:3 [ "identificador" => "bib1" "etiqueta" => "1." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "The role and value of pharmaceutical marketing" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "R. 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Idioma original: Español
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