Audio Transcript Auto-generated
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Hi everyone.
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My name is Nina fry burger and I'm excited to be here today presenting a work
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in progress entitled processing depression effects of gender
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stereotypical information in direct consumer pharmaceutical advertisements.
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This project is currently in progress.
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We have recently collected our data, however, we haven't had time
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to analyze it yet and for that reason I'll be showing some of our predicted results.
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But we are expecting to find though we haven't officially analyzed our data yet.
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So I am presenting this project on behalf of myself.
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Dr Theresa lynch Dr Glenn,
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a Read and a undergraduate student named lexi bloom who are my co collaborators.
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So this project is entitled processing depression effects of gender,
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stereotypical information in dTC advertisements.
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Dtc meaning direct to consumer pharmaceutical advertisements.
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These are those ads that you see in magazines and on commercials
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on television in which the advertisers are marketing directly to the consumer.
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So the purpose of this study was to examine male
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and female representations within pharmaceutical
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advertisements specifically for depression.
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We chose the context of depression because
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it's a serious and potentially fatal mental
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illness which does go under diagnosed and over half of those who are afflicted.
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It is likely the case that more men than women Gohan
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diagnosed due to several factors such as lower help seeking rates
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and various diagnostic biases that may prevent men from receiving a
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diagnosis even when presenting with similar the same symptoms as women.
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We also presume that it might be the case that
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media messages are perpetuating the notion that men go under
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are un afflicted by depression.
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And this is seen particularly through pharmaceutical advertisements,
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which show almost exclusively women in depression ads.
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And these pharmaceutical advertisements make a notable
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impact on audiences with an estimated 8.5 million
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patients requesting medications as a direct result
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of these direct to consumer pharmaceutical ads.
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So the lack of representation of men in these advertisements may
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actually been be contributing to men thinking that they are not susceptible
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ah and therefore not seeking diagnosis or potentially making
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doctors themselves think that the medications aren't for men.
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The theoretical framework that we chose to work within is
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the limited capacity model of motivated mediated message processing.
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This model has three properties, 3 main propositions uh
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that people have limited cognitive resources
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with which they may process information information
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is processed through these three sub processes of encoding storage and retrieval,
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encoding is the process sub process through which information moves
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from the environment and into the individual's mind storage.
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Is the process through which encoded information
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is embedded into individuals pre existing associative networks
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and retrieval is the process through which information that has been
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previously stored is then reactivated and brought back into working memory.
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So stimuli may themselves illicit orienting responses which are
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the involuntary responses elicited from novel or meaningful stimuli.
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These are also referred to as the like, oh,
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what is that responses in which individuals might see
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something kind of surprising and attend to it.
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Um Additionally,
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it's important to note the difference
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between central and peripheral information.
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Central information is the information that's critical to
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understanding and making meaning from a message,
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peripheral information is the information that does not
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define the overall meaning of the message.
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In this study where we're using pharmaceutical ads,
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we have conceptualized or operationalized central information as the
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information that is vital to the advertisement itself,
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such as the medication name, what the medical uh
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with the medication treats. So that would be depression
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um and the other medical information and
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the advertisement that won't change across conditions.
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Whereas the peripheral information is going to be information such as the imagery,
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the model themselves.
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This is something that could change, but the overall meaning of the message,
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it's an anti depressant
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would not change.
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We also uh discussed the fact that stereotypical information tends
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to be easier to process and it conserves cognitive resources,
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whereas counter stereotypical information may draw on
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more resources by eliciting and orienting response
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when we see something a little bit
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surprising because it's counter stereotypical in nature.
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So in this study,
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we seek to examine the way that
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counter stereotypical directed consumer pharmaceutical advertisements are
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processed and the impact that those advertisements
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have on perceptions of featured illnesses.
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Here, you can see a sample of the stimuli.
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So across all three conditions where advertising um a depression,
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a anti depression medication.
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However,
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on the top row you can see a
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traditionally feminine environment of a preschool classroom.
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Whereas in the bottom row you can see
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the same advertisement for the same medication.
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But in this case people,
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the models are portrayed as existing within a
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more masculine setting of a carpentry workshop.
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And you can see that we have women in the ads,
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men and the ads and then um an advertisement
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condition in which there are no models presented.
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So in this study we manipulated the model gender in the ads so either there was a man,
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woman or no individual and we also manipulated the setting that
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they were in to be either stereotypically masculine or stereotypically feminine.
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We conducted a cloud research, a study on cloud research.
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We aimed for a sample of 545 participants
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who were then exposed to one of these six mock
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advertisements and asked to engage in a free recall task.
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Um for central information such as the drug name,
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the brand name and drug information or peripheral information.
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So the model gender and the setting.
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They were also asked to respond to various
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advertisement processing scales to measure things like attention,
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liking and arousal.
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We asked participants to uh make
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to answer questions about recommendation behavior.
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Would they recommend medication
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to a male friend of theirs.
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We also measured depression perceptions.
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So who do you think how many people do
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you think experienced depression in the United States?
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And what is the gender breakdown of people who experience depression?
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We asked about individuals own depression experience,
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they responded to a feminine ideology scale as well as um a set of demographics.
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Our predicted results were first that counter stereotypical gender presentation
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and advertisements would facilitate facilitate
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better recall for peripheral details.
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While the opposite would be true for central details,
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we were interested in looking at whether the gender of the
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model and the advertisement would influence
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perceptions of overall depression rates.
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Um specifically would the gender of the model impact
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perceptions of depression rates in men and women.
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Specifically,
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we also wanted to look at whether the gender of the model and the
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advertisements would predict participants intentions to discuss
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the advertisement with a hypothetical male friend.
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And then
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for uh some additional analyses,
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you are interested in whether one's own experience with depression and one's own
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stereotypical gender beliefs would moderate the relationship
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between experimental elements and their outcomes.
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Here is a visualization of our expected results.
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So we first expect that when it comes to the predicted depression ratios,
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you can see here, we have um when individuals saw male models,
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when they saw a female model and when they saw the control with no model,
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the current expected rate of depression is that
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every for every one man afflicted with depression,
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there are two women afflicted with depression.
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So in the control condition you can see that we have this kind of breakdown in which we
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expect that people who don't see any models would
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maybe estimate depression rates to be around there,
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where it's 66% of women, 33% are men.
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Uh When people see the advertising with the female model,
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we expected that might bolster their uh
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expectations of depression and women so that they're
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overestimating the number of women with depression.
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Whereas we expect that when they're seeing the advertisement with the male model,
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they may be more likely to say,
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oh men are afflicted with depression as well
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and kind of overestimate the number of men.
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And then when it comes to the expected performance on the free recall task,
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we are expecting that when individuals
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uh see the counter stereotypical advertisements,
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they're going to be better able to remember central information,
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we're sorry, better able to remember counter stereotypical information.
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Uh and that the opposite will be
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true when they view the stereotypical advertisements.
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The implications of this are twofold.
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So first for the theoretical implications,
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this work will examine how stereo stereotypical and
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counter stereotypical presentations of gender and direct to consumer
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advertisements influence outcomes related to advertisement processing and
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subsequent attitudes towards the brands and products depicted.
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Second, a recent systematic review of the L. C.
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Four Mp literature discussed the fact that that we claim to be measuring um
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retrieval in a lot of our studies were not
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actually using free recall frequently to uh measure retrieval.
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We're using using more recognition measures.
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And so we're using free recall as one of our dependent measures which they
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directly said is an area where there is a notable absence of research.
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The real world implications of this study are. In terms of
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how evaluating how the representation of men and women in pharmaceutical
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advertisements may impact perceptions of who was afflicted with these ailments.
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Overall
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a study conducted by Kempner posited that the
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overwhelming majority of women
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presented in migraine pharmaceutical advertisements
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may be partly what has contributed to the inaccurate
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perception that migraines are a quote women's issue.
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So if we find that featuring men in pharmaceutical advertisements leads
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to more equitable perceptions of who is afflicted with depression.
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This will indicate not only that pharmaceutical advertisements
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have real may impact real world illness perceptions,
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but that equitable representations may begin to alleviate these disparities.
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Here.
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You can see uh the bibliography in case you want
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to follow up on any of the studies that were cited
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and I really appreciate your time and listening to this.
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Please feel free to follow up if you have any other questions,
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you can find my contact information at the Os
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Yukon department website with the links listed below.
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Thank you so much and I hope you enjoy the rest of I. C. AA