皮肤色调在皮肤直接面向消费者的广告中的表现:一个横截面分析和呼吁采取行动
Chidubem A V Okeke1, Joseph Tran2, Ixavion Wright2
1Department of Dermatology, Howard University College of Medicine, Washington, DC.
International journal of women's dermatology
|October 20, 2023
概括
皮肤病学领域的直接面向消费者广告 (DTCA) 正在提高多样性,但仍然缺乏对更深色肤色和皮肤状况的代表性. 增加代表性对于有效的患者沟通和教育至关重要.
科学领域:
- 皮肤病学 皮肤病学
- 医疗营销 医学营销
- 卫生沟通健康沟通
背景情况:
- 直接面向消费者的广告 (DTCA) 是向不同受众提供有关医疗治疗的信息的关键.
- 在皮肤病学中,DTCAs影响了公众的看法,对皮肤状况的理解以及对治疗方法的认识.
研究的目的:
- 在皮肤学DTCA中分析和描述各种皮肤色调的表现.
- 评估这些广告中对具有较深肤色的个体的皮肤状况的描述.
主要方法:
- 尼尔森的评分确定了2022年黑人观众的顶级网络.
- 华盛顿特区大都会地区主要网络播出的DTCA (2022年6月至7月) 被审查.
- 广告被分析为模型皮肤色调 (使用蒙克皮肤色调尺度),并描绘了皮肤状况在较暗的皮肤.
主要成果:
- 在106个皮肤DTCA中,有13个具有32个独特模型;只有25%的MST为7或更高.
- 四个广告描绘了皮肤病在较深的肤色上.
- 有色人种出现在23%的广告中,超过了2021年美国人口普查对黑人个人 (13.6%) 的数据.
结论:
- 皮肤学DTCA显示越来越多的多样性,但代表着肤色较深的个体.
- 显著缺乏在较深色皮肤上显示皮肤疾病的广告.
- 在DTCA中改善所有皮肤色调的表现对于有效的患者沟通和公平的皮肤病治疗至关重要.
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