ADVERTISEMENTS RELATED TO HEALTH ISSUES

AND ITS IMPACT ON YOUNG ADULTS

INTRODUCTION
o Advertising is the prime key for structuring, initiating and strengthening brands.
o Health-related product advertisements mostly target on the customers of age group between 18
to 35.
o Exposure to Direct-to-consumer advertising is very much associated with the young adult’s
understanding of anxiety, depression, insomnia, skin problems (skin complexity), hair issues,
weight issues, height problems as a serious medical condition.
o Absence of clarity and first-hand information of what is shown to the audience for the product
through advertisements.
o 30 percent of the young adult generation agonize through severe health conditions both
mentally and physically.
o The increase in exposure to DTC leads to increase in respondent’s demonstration of positivity
towards the advertised products.
o Health issues like; weight gain, weight loss, anxiety, nutritional disorders which additionally
assists them towards behavioural change in a negative manner, over nutrition, sexual behaviours
on high risk, usage of other improper substance, insecurity, amnesia : Advantage for the health
related advertisements.
LITERATURE REVIEW….
o The restrictions generated by advertisements as grasped by the respondents and the impacts on
the perception of their physical appearance and disappointment.
o Advertisements glorifying and elevating fair skin creating a bridge between fairness and
accomplishing of personal aim.
o Tobacco related products have risen among the young adults in India and has led to health
issues.
o Exposure of youth and young adults to deceptive advertisement of products effecting their
consumption habit.
o Increasing exposure to OTC products.
o Consumers drawn towards intended product selling.
o Formation of untruthful vigorous advertising strategies.
o Health related advertisements influence the young adults in bringing a change in their
behaviour for health in both positive and negative course of action.
o Media through advertisements play a vital role in influencing the youth about their perception
of perfect body and the pharmacists in promoting a healthy lifestyle.
o Misleading weight control advertisement contents with lack of quality and its consequences.
o Positive aspect : health concern and consciousness is assuredly related to understood and
recognized supplement benefits.
o Negative aspect: questioning the perceived supplement risks.
o health consciousness is a major field of anxiety for the young adult generation making a path
for the advertisements related to such concern.
o Beauty (a prime concern) : Facial skin care products meet success in changing the buying
behavioral approach of the women of the country with ease.
o An advertisement grows unwaveringly as brands rely excessively on media.
o Manipulation of message framing and vigorous strategies used by the advertisements for the
consumers which brings steady responses in the favor of the brands and products.
o Calculation of both highly perceived risk and lowly perceived risk is what is done.
o Product advertisements : with general content
with health benefit content
o ‘Scientifically Proven’ : not so appropriate and promising as claimed.
 OBJECTIVES

Understand and estimate

the impact of health-related
product advertisements on
young adults Dangers and
opportunities
If they are actually
more promising than
detrimental
DATA COLLECTION AND FINDINGS
AGE
100 RESPONSES

47%
53%

18 - 25 26 - 35

Respondents by Age Categorisation

GENDER
100 RESPONSES
1%

41% FEMALE
58%

MALE

OTHER

PREFER NOT TO SAY

Gender categorisation of Respondents

ADVERTISEMENTS WATCHING FREQUENCY
100 RESPONSES

3%

33%
DAILY
64%
ONCE OR TWICWE A WEEK

ONCE OR TWICW A MONTH

MEDIUM USED TO WATCH
ADVERTISEMENTS 4%
100 RESPONSES 3%

22%

10%
61%

TELEVISION NEWSPAPER ONLINE MAGAZINE OTHER

100 RESPONSES

13%
22%

DAILY
25% FREQUENTLY

SOMETIMES

40% RARELY
100 RESPONSES

19% 10%

13%
CELEBRITY ENDORSED
HEALTH CONCERN
43%
15% OUT OF CURIOSITY
BRAND IMAGE
APPROPRIATENESS OF THE PRODUCT
CONTENT
Advertisements of health related products familiar to the respondents
Which of the above shown products have you or your family members used before or
use now?
How strong does these advertisements put an impact on the young adults?
100 RESPONSES

16%
FREQUENTLY

43%
OCCASIONALLY

41%
NOT AT ALL

 
How often do you use these health related products?
 100 RESPONSES
1%
7% 16%

36%

40%

VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED VERY DISSATISFIED

 
How satisfied are you with the products compared to what is shown in the
advertisements?
OTHER PRODUCTS THAT ARE BEING USED BY THE RESPONDENTS

Green Tea, Apple Cider Vinegar, Bournvita, Sanitary Pads/ Napkins, SEACOD
cod liver oil capsules, Calcium Sandoz, Complan, Himalaya Liv-52 / vitamins,
Matcha Green Beans/ Tea/ Coffee, Omega 3 Fish Oil, V Wash, Nutrilite, Biotin,
Alfalfa, Bio-Oil, Shilajit, Probiotic Coconut Yogurt, Red Bull, Dabur Honey,
Protein Bars, Chyawanprash, Sofit Health Drinks, WOW hair products
(Ayurvedic), Antioxidant Matcha Green Tea, Klaever Health Products, Colgate
ved shakti, Pediasure, Digene, Aloe Vera juice, Gatorade, Barry’s Muesli, Protein
Powder, Vedic’s hair and body products, Boost, B protin, Glucon-D, Amul milk,
Soumi’s Can products, Aloe Vera gel.
 100 RESPONSES

19%
21%

YES

NO
60%
MAYBE

 
Do you consult with any physician before using these health-related products?
100 RESPONSES

34% 40%

YES

NO

26%
MAYBE

Do you get convinced by the advertisements solely to buy these kind of health
related products or not ?
 CONCLUSION

o In this era of digitalization, almost each and one of the whole population has
access to advertisements and also gets connected to the advertising plots that
they are intended to come across, which is no avoidable
o Possibility of both negative and positive impact.
o As the young generation suffer through numerous health related issues be it
physically or mentally, and accordingly, they end up getting attracted towards
advertisements that are related to their health issue and indulge themselves into
the content of it and further end up with having them and consuming them.
o Advertisements with their vigorous contents flourish in this rage of competition.