In this paper we test the hypothesis that exposure to DTC advertising for antidepressants affects self diagnosis (reported prevalence) of depression and individual use of these medications. We examine whether the ads have a different effect depending on the medium in which they appear (print versus television), whether there is an interactive (reinforcing) effect when a consumer is exposed to both media, and whether the effects differ for men vs. women. Prior studies have almost exclusively relied on making connections between national or market level advertising and national or individual level usage of medications. This is the first study to consider the impact of individual-level exposure to DTC advertising on individual level use of antidepressants, and the first to consider the relative impact of pharmaceutical advertising in two different media (print versus television). We find that consumer advertising impacts depression self diagnosis and antidepressant use. The effects on self diagnosis and on use of anti-depressants are present in print advertising and in TV advertising, although the evidence is stronger for women than for men. The overall magnitude is about a 1 percentage point increase in self diagnosis of depression and a 3 to 4 percentage point increase in antidepressant use from being exposed to print advertising on average; for TV the effects are ½ to 1 percentage point and 6-10 percentage points respectively. We find no evidence of an interactive effect of the exposure to two media.