"The ads really use emotion instead of information to promote drugs," said the study's lead author, Dominick Frosch, an assistant professor of medicine at the University of California, Los Angeles told Healthday News. "The question we have to ask ourselves is: (Should buying) prescription drugs be the same as buying soap?"

In order to find the most common advertising strategies used in today's prescription drug television ads, the study examined 38 popular ads that appeared on network television between June and July of 2004.

According to Healthday News, the study took ?statistical analysis that gave ads more "weight" if they were aired more frequently, the researchers report that 82 percent of the ads made "factual claims," but many fewer provided further information about illnesses such as causes (26 percent), risk factors (26 percent) or prevalence (25 percent).?

The results of the study found that an astonishing 95% of the ads made ?emotional appeals? and 78% gave the impression that use of their medication would result in the social approval of their peers.

Only two developed countries allow drug companies to advertise at this blistering rate: the United States and New Zealand. This year, the average American television viewer will spend 16 hours watching prescription drug commercials on TV.

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