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Study: Cancer ads tug at heartstrings, leave out caveats
May 26th, 2014
05:07 PM ET

Study: Cancer ads tug at heartstrings, leave out caveats

Advertisements for cancer centers are inflated with emotions, but fail to disclose the fine print, according to a study released Monday. The report, published in the Annals of Internal Medicine and funded by the National Institute of Health, examined 409 unique TV and magazine advertisements from top media markets.

With more than 1.6 million new cancer cases diagnosed each year, the direct-to-consumer ads pushing to various cancer centers across the country, and specific cancer treatments, are increasing.

A systematic content analysis of these ads found that the content is sharply directed at a would-be patient’s heartstrings:

  – 85% made emotional appeals to consumers
  – 61% used language about hope, extension of life, or a cure
  – 52% touted innovative, or advanced technology or treatments
  – 30% evoked fear by mentioned death, fear, or loss

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