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advertisements, ageism, gender differences, patient portrayal, racism



  1. Lusk, Brigid RN, PhD


Images of patients in advertisements can reflect and influence readers.Since studies have shown discrimination against women and minorities in health care, images of patients in nursing practice magazine advertisements (n=446) were assessed for their reflection of reality. More male than female images were found. Men were shown more frequently as critically ill or with cardiac disease than women. Most patients were Caucasian and under 65 years old. These findings, at variance with reality, may influence nursing care. Nursing magazine readers may perceive women as less critically ill and with less heart disease than men. The underrepresentation of minorities and the elderly negates their health care presence.