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2. Alcohol as Good Food: Adolescents' Responses to Liqueur Ads.

Author

Neuendorf, Kimberly A. and Pearlman, Reid A.

Abstract

Examining responses to print alcohol advertisements, a study questioned whether alcohol advertisers distinguish between "hard" and "soft" liquors (e.g. wine coolers and liqueurs). Subjects, 102 junior and senior high school students in a major metropolitan area, were asked to examine one set of three ads--either hard liquor ads or soft liquor ads (identified as representing the "good food" approach to marketing, presenting the product not as an intoxicant but as something healthy). To isolate responses to the appeal used, as independent of the carry-over effect of product and brand information, each set of ads was also "masked," (brand names, logos, etc. were covered over) creating four exposure conditions: unmasked/soft liquor; masked/soft liquor; unmasked/hard liquor; and masked/hard liquor. After examining the ads, subjects completed a posttest questionnaire measuring attitudes toward the advertised product and perceptions of typical product users. Results revealed that hard liquor ads generated significantly more correct product identifications than did soft liquor ads, and that soft liquor ads were more likely to be mistaken for ads of non-alcoholic food or drink. Hard liquor ads were also assessed as promoting products that should be used by older individuals than the products promoted in the soft liquor ads. No significant differences emerged between soft and hard liquor ads with regard to the images of the typical user. (One figure and two tables of data are included, and photocopies of hard liquor stimulus advertisements, liqueur stimulus advertisements, and 20 references are appended.) (MM)

Published
1988

3. Underdiagnosed and undertreated colorectal cancer tops liability list.

Author

Samaritan G and Pearlman RA

Subjects
Colorectal Neoplasms epidemiology, Diagnostic Errors, Humans, Practice Patterns, Physicians', United States epidemiology, Colorectal Neoplasms diagnosis, Colorectal Neoplasms therapy, Liability, Legal, Risk Management
Abstract

Unlabelled: A morbidly obese 42-year-old man complained to his primary care physician of pain in the right lower abdomen and groin that was aggravated by standing and walking. The general exam was unremarkable except for some tenderness on deep palpation of the right groin area. An abdominal examination was unsatisfactory because of obesity. The physician suggested the possibility of a right inguinal hernia, but was reluctant to commit to this diagnosis because of the poor abdominal exam. He charted "Impression: possible right inguinal hernia., Treatment: 1) lose weight, 2) Donnatal AC & HS." Eight weeks after the initial visit, the patient returned with the same complaints. Both the exam and vitals were unchanged from the previous visit. Six months later the patient's weight and abdominal exam remained the same, but his pain was worse. He reported that he had bright red blood in his stool twice. A rectal exam was essentially normal, though a fecal test was guaiacpositive. The patient was immediately referred to a local surgeon for consultation. After routine colon prep, the surgeon performed a flexible sigmoidoscopy. He found a lesion. The pathology report noted an adenocarcinoma of the colon. A left colectomy revealed some serosal involvement and several positive mesenteric nodes. Three months after the surgery, the patient sued the original family physician, alleging delay of diagnosis. The plaintiff supported the claim with a statement from the attending surgeon that said the family physician negligently tested and followed up with the patient.

Published
2007

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