Stigma-reducing components in direct-to-consumer prescription ads: Onset controllability, offset controllability, and recategorization

This study analyzed direct-to-consumer (DTC) print ads for stigmatized illnesses from 1998 to 2008. Attribution theory and recategorization theory were used as theoretical frames to assess whether those DTC ads contained message components to reduce stigma. DTC ads for 10 stigmatized illnesses in National Geographic, Better Homes and Gardens, Ladies' Home Journal, and Time were analyzed for the presence of onset controllability, offset controllability, and recategorization. Results showed that only 3.7% of ads offered the three message components together and, in fact, 21% of the ads did not contain any of the stigma-reducing message elements. Recategorization cue was the most prevalent component, while cues for onset and offset controllability were relatively less frequent, indicating the lack of educational components.