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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