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Background and Purpose. Television is an important source of health information in the United States, yet little research has focused on the presentation of general health issues on television. This preliminary study reports on the health-related content of television commercials found on a typical television day. Methods. We conducted a content analysis of a composite day of television comprising 20 hours randomly selected over a three week period (April-May 1989). Findings are presented regarding health messages found in commercial time — advertisements, public service announcements (PSAs), editorials, and promotions for upcoming programs. Results. Overall, 31 % of the 654 commercial spots contained health messages. Most health messages were claims of good nutrition in food and beverage advertisements. PSAs comprise 1.4% of the 20-hour sample and 5.8% of the commercial time. Health messages appeared in 38% of PSAs, accounting for less than seven minutes. Not one PSA addressed tobacco, alcohol, or diet — the three leading behavioral risk factors for poor health. Discussion. PSAs are usually seen as a mechanism by which the public health community can alert the public to important health issues. Given the declining pool of PSA time, public health educators will need to seek alternative strategies for influencing television content, such as media advocacy. In addition, further research on audience interpretation and response to commercial messages is suggested.

The paper examines the impact and possible unintended side effects of the privately sponsored Partnership for a Drug-Free America (PDFA) media campaign to reduce illicit drug abuse. The paper describes the history, goals, organization, production processes, and process and outcome evaluations of the PDFA advertising campaign. It also reviews major criticisms that have been leveled at the PDFA campaign, including its dissemination of false information, the narrow scope of its message, a number of unintended iatrogenic side-effects, potential conflicts of interest arising from the sources of its funding, and the agenda-setting function of the PDFA campaign in defining which drugs are dangerous and how the attendant problems should be addressed.

A nine-year study involved content analyses of five types of national media. Using stratified random samples, television, magazines, daily newspapers, college newspapers, and comic books were studied. Emphasis was placed on drinking patterns as well as on quantitative frequency and distribution measures. Alcohol appearances took a variety of forms. Depictions and discussions of alcoholism were infrequent; more common were alcohol appearances as unplanned and "taken for granted." Many appearances were minor. Frequency was considerable; however, in television series, use of alcohol was more frequent than use of coffee, tea, soft drinks and water combined. Each medium had its own manner of presentation. Using a process called "cooperative consultation" intervention with media personnel to change alcohol-relevant materials was shown to be possible.