The Effects of Direct-to-Consumer Antidepressant Advertisements on Young Adults

Abstract

Depression, one of the most frequently diagnosed conditions in the United States, affects more than 10% of the American population. Accordingly, direct-to-consumer (DTC) advertisements for antidepressant drug products have become prevalent in American media. Depression is especially widespread among college students, with 30% of young adults reporting depressive symptoms. These young adults, in particular, seem to be susceptible to the viewpoints expressed in antidepressant advertisement campaigns. As a result, these DTC promotions have the potential to shape young adults’ views on depression and antidepressant drug therapy. Specifically, the biomedical theory of depression, depression as a predominantly female disease, and the “magic bullet” capabilities of antidepressants are concepts touted in these advertisements, presenting a skewed representation of the condition to young adults.

Key Words: Advertising; Antidepressants; Biomedical Theory; Depression; Direct-to-Consumer Advertisements; FDA; Gender Gap; Magic Bullet; Young Adults