Public Attitudes Towards Drug Advertisements in Different Languages: A Behavioral Study

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DOI: https://doi.org/10.63345/ijrsml.v13.i10.3

Dr Munish Kumar

K L E F Deemed To Be University

Green Fields, Vaddeswaram, Andhra Pradesh 522302, India

Abstract

This behavioral study investigates public attitudes toward drug advertisements presented in different languages, with a focus on how linguistic context influences comprehension, emotional engagement, trust, and behavioral intentions. Utilizing a mixed-methods design, we surveyed 500 adult participants evenly divided among four linguistic groups in India—Hindi, English, Tamil, and Bengali speakers—and conducted in‑depth interviews with a purposive subsample of 40 individuals. Quantitatively, participants were exposed to both video and print advertisements for a standardized over‑the‑counter analgesic, “PainAway,” in their native and non‑native languages. We measured comprehension via targeted recall questions, trustworthiness via a validated Likert scale, and purchase intention through scenario-based prompts. Qualitatively, semi‑structured interviews explored cultural resonance, emotional response, and perceived credibility nuances. Results indicate that native‑language advertisements yield significantly higher comprehension (M=4.2 vs. 3.1), trust (M=5.1 vs. 4.0), and purchase intention (M=4.8 vs. 3.6), with p<.001 across all measures. Thematic analysis revealed that participants associate native‑language ads with corporate empathy, cultural authenticity, and reduced cognitive load. Moreover, bilingual exposure—presenting ads in both native and English—further enhanced recall and intention metrics, suggesting an additive effect of language familiarity and aspirational association with English. These findings underscore the importance of tailoring pharmaceutical marketing strategies to regional linguistic contexts to maximize informational clarity and ethical outreach. We recommend that policymakers mandate multilingual labeling and advertising protocols, and that marketers develop culturally attuned messaging frameworks. Future research should explore longitudinal health outcomes associated with language‑tailored health communications and assess digital media platforms where automated translation may alter message fidelity and impact.

Keywords

Drug advertisements; language; public attitudes; behavioral study

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