Health Related Advertisements in Audiovisual Media: A Content Analysis in Karnataka, India

Introduction: Mass media provides information among people at large, so that there is acceptance of any idea to create interest. There are various types of mass media- magazines, television, internet, newspapers, etc. The media have the power to direct our attention towards certain issues. Thus it can be said that, mass media plays an important role in shaping the lifestyle and through that the habits- good or bad among the public. So, we have studied the different types of health awareness creating advertisements broadcasted in two types of mass media namely television (Audio-visual) and radio (Audio). Methods: A Content analysis of health related advertisements was done in selected channels from television and radio stations and a survey was conducted later to know the effect of those advertisements on public. Results: The major areas covered in health awareness were on DOTS, Clean drinking water, NACO-ICTC, Iodized Salt and Zinc tablet. It was found that the health related advertisements especially those aimed at raising awareness decreased during weekends. In the survey conducted, it was found that not many people were interested in looking at advertisements. And of those who watched or listened to advertisements only a few could recall any health message. Conclusion: Many of the government sponsored advertisements do not find their place in commercial channels which attract larger viewership. It’s better to increase health awareness related advertisements during weekends and prime time.