Knoesen, BrentTruter, IlseStroud, Louise2018-04-092018-04-092009Knoesen, B., Truter, I., & Stroud, L. (2009). Awareness of the potential risks of printed pharmaceutical advertisements. Acta Academica, 41(4), 74-91.0587-2405 (print)2415-0479 (online)http://hdl.handle.net/11660/8149English: This article investigates consumer perceptions in the Nelson Mandela Metropole regarding printed advertisements of pharmaceutical products in order to identify potential risks. A focus group discussed various topics regarding pharmaceutical advertising. Thematic analysis was used as investigative tool. It was established that these advertisements evoke various desires, often contain irrelevant and false information that can lead to misinterpretation, and also often contain unintelligible jargon. Participants believed that photographs and pictures enhance the attractiveness and credibility of products. It was concluded that printed pharmaceutical advertisements present potential risks if misunderstood and/or misinterpreted.Afrikaans: Hierdie artikel ondersoek verbruikers in die Nelson Mandela Metropool se persepsies jeens gedrukte advertensies van farmaseutiese produkte ten einde potensiële risiko’s te identifiseer. ’n Fokusgroep het verskeie onderwerpe ten opsigte van farmaseutiese advertensies bespreek. Tematiese analise is gebruik in die ondersoek. Daar is vasgestel dat farmaseutiese advertensies hunkeringe kan aanwakker, onnodige en vals inligting dikwels tot waninterpretasie kan lei, en soms onverstaanbare taal bevat. Verder word daar geglo dat foto’s en prente die aantreklikheid en geloofwaardigheid kan verbeter. Die gevolgtrekking was dat gedrukte farmaseutiese advertensies potensiële risiko’s vir verbruikers kan inhou.enAdvertisementsPharmaceutical productsPotential risksPharmaceutical advertisementsArticleUniversity of the Free State