As every Thursday night, I am working out at the gym and watching my favorite show, “Grey’s anatomy”. Just at the most interesting moment, the commercial break comes on; and not just any commercial, but a commercial for a prescription drug. By the end of the episode I realized that I had seen at least five different advertisements for prescription drugs in an hour. Initially, I was surprised to discover that the national television would advertise prescription drugs just as much as any other product; especially since I had not encountered any commercials for medications on national television in my home country. Intrigued by the frequency and involvement of media in promoting prescription drugs, I did some research and found out that United States and New Zealand are the only countries in the world that legally advertise medications directly to consumers, us.
However, to my even greater surprise, I caught myself carefully listening to the concerned voice asking questions about my psychological state and offering answers as if to verify my own thoughts. And, yes, I did feel as if the voice coming from the screen was talking directly to me: “What do YOU feel when you are depressed? Nothing. Where do YOU want to go? Nowhere. Who do YOU want to see? No one.” As you might expect, I thought to myself:True. Sometimes I do feel like I don’t want to go anywhere or see anyone. As the advertisement continues, accompanied with images of emotionally disturbed people, still very concerned voice tells me that sadness, loss of interest, and anxiety make up the state of depression. Well, to be honest I do feel sad sometimes, especially when I miss my family and friends. And now that my boyfriend is gone for the term, I feel sad a little bit every day. I also do lose interest sometimes; I mean, who wouldn’t by studying physics two terms in a row and feeling like the worst physicist in the world?
Finally, as I am applying the narrated conditions of depression and facial expression of images to my own experiences, the hopeful, calm voice tells me that: “Cymbalta can help”. Suddenly, the images of emotionally disturbed people from a few seconds ago, transform into lively, smiling, and cured individuals, who resume their normal lives. The background melody has already become more vivacious, to appropriately accompany the hopeful solution to depression brought in by Cymbalta. The images of happy people, of different age, sex, and race, continue flashing in front of my eyes: the young woman looking through her window and admiring nature, and reading a book outside her house, while subtly and yet happily smiling; it could easily be me. Then a family man camping with his friends appears. And, lastly, the very cute old couple that is still happily in love kisses each other. It seems like a fairy tail ending, and if I didn’t know that I wasn’t actually depressed I might have ran to my doctor’s office to ask for a prescription. Excuse my cynicism please, but I couldn’t help not noticing how media manages to manipulate people’s mind through visual, and auditory tools. I could imagine thousands of people who wish for a perfect, worriless life of people in the nicely packaged part of the commercial, which starts with “Cymbalta can help you!” and ends with the exactly same statement.
But, wait a minute! Did I understand what the side effects might be? Did they tell me how much does the drug cost? Do I remember what I should do? To be honest, I don’t. But, I do remember the jolly music and images of happy people living a wonderful life with their families and friends that I looked at while the voice spoke about counter effects in a very rushed manner. But, it doe
sn’t matter; because I know I want exactly that happiness. Well, who doesn’t? Unfortunately, this very scenario is going through the heads of a lot of Americans while they are watching prescription drug commercials. As much as one can admire the brilliance of media, and pity the naivety of people, I would not be surprised to discover a harmful effect of prescription drug commercials on health of Americans. Well, when I said harmful I didn’t exactly mean that prescription drug commercials are creating nation of “self-medicated” people, while simultaneously influencing the decisions physicians make, as Нaturalnews.com suggests. Unfortunately, that appears to be the case.
Since, it is too late to abandon my cynicism, I will just ask a very obvious and bold question: What is one thing that drives all the decisions in the big corporate world? Exactly, it is money. So, can we blame pharmaceutical companies for wanting to expand their market and grow as a business? Or can we blame media for wanting to earn more money by broadcasting prescription drug commercials during every break interval of your favorite TV show? Or…well, I have to say it, whether some of you like it or not, should we blame the American people and the physicians for allowing to be influences? I find myself very disappointed every time when I realize that we, human beings, can be manipulated, instead of choosing to challenge the information that masters, such as media, deliver to us. I realize I am ending up blaming the media. Well, don’t get me wrong, because at the same time, I am praising the media and their skills. My point is that people really need to open their eyes, to stop taking information for granted, to make the proper use of the information they get, all of which will ultimately help them make right decisions. How come no one wonders why prescription drug commercials never talk about changing your lifestyle as means of solving your health problem, for example?
However, as hard it is to admit, media does shape the decisions Americans make regarding their health, and prescription drug commercials are just one way media succeeds.
http://www.youtube.com/watch?v=_xuDdrkWN3k&feature=related
http://prescriptiondrugs.procon.org/files/Procon%20Images/1885_cocaine_drops.gif
http://www.scientificamerican.com/media/inline/blog/Image/prescription_drug_ad.jpg
Posted by S.S. April 5th 2010
For: Class project, Writing with Media
However, to my even greater surprise, I caught myself carefully listening to the concerned voice asking questions about my psychological state and offering answers as if to verify my own thoughts. And, yes, I did feel as if the voice coming from the screen was talking directly to me: “What do YOU feel when you are depressed? Nothing. Where do YOU want to go? Nowhere. Who do YOU want to see? No one.” As you might expect, I thought to myself:True. Sometimes I do feel like I don’t want to go anywhere or see anyone. As the advertisement continues, accompanied with images of emotionally disturbed people, still very concerned voice tells me that sadness, loss of interest, and anxiety make up the state of depression. Well, to be honest I do feel sad sometimes, especially when I miss my family and friends. And now that my boyfriend is gone for the term, I feel sad a little bit every day. I also do lose interest sometimes; I mean, who wouldn’t by studying physics two terms in a row and feeling like the worst physicist in the world?
Finally, as I am applying the narrated conditions of depression and facial expression of images to my own experiences, the hopeful, calm voice tells me that: “Cymbalta can help”. Suddenly, the images of emotionally disturbed people from a few seconds ago, transform into lively, smiling, and cured individuals, who resume their normal lives. The background melody has already become more vivacious, to appropriately accompany the hopeful solution to depression brought in by Cymbalta. The images of happy people, of different age, sex, and race, continue flashing in front of my eyes: the young woman looking through her window and admiring nature, and reading a book outside her house, while subtly and yet happily smiling; it could easily be me. Then a family man camping with his friends appears. And, lastly, the very cute old couple that is still happily in love kisses each other. It seems like a fairy tail ending, and if I didn’t know that I wasn’t actually depressed I might have ran to my doctor’s office to ask for a prescription. Excuse my cynicism please, but I couldn’t help not noticing how media manages to manipulate people’s mind through visual, and auditory tools. I could imagine thousands of people who wish for a perfect, worriless life of people in the nicely packaged part of the commercial, which starts with “Cymbalta can help you!” and ends with the exactly same statement.
But, wait a minute! Did I understand what the side effects might be? Did they tell me how much does the drug cost? Do I remember what I should do? To be honest, I don’t. But, I do remember the jolly music and images of happy people living a wonderful life with their families and friends that I looked at while the voice spoke about counter effects in a very rushed manner. But, it doe
sn’t matter; because I know I want exactly that happiness. Well, who doesn’t? Unfortunately, this very scenario is going through the heads of a lot of Americans while they are watching prescription drug commercials. As much as one can admire the brilliance of media, and pity the naivety of people, I would not be surprised to discover a harmful effect of prescription drug commercials on health of Americans. Well, when I said harmful I didn’t exactly mean that prescription drug commercials are creating nation of “self-medicated” people, while simultaneously influencing the decisions physicians make, as Нaturalnews.com suggests. Unfortunately, that appears to be the case.Since, it is too late to abandon my cynicism, I will just ask a very obvious and bold question: What is one thing that drives all the decisions in the big corporate world? Exactly, it is money. So, can we blame pharmaceutical companies for wanting to expand their market and grow as a business? Or can we blame media for wanting to earn more money by broadcasting prescription drug commercials during every break interval of your favorite TV show? Or…well, I have to say it, whether some of you like it or not, should we blame the American people and the physicians for allowing to be influences? I find myself very disappointed every time when I realize that we, human beings, can be manipulated, instead of choosing to challenge the information that masters, such as media, deliver to us. I realize I am ending up blaming the media. Well, don’t get me wrong, because at the same time, I am praising the media and their skills. My point is that people really need to open their eyes, to stop taking information for granted, to make the proper use of the information they get, all of which will ultimately help them make right decisions. How come no one wonders why prescription drug commercials never talk about changing your lifestyle as means of solving your health problem, for example?
However, as hard it is to admit, media does shape the decisions Americans make regarding their health, and prescription drug commercials are just one way media succeeds.
http://www.youtube.com/watch?v=_xuDdrkWN3k&feature=related
http://prescriptiondrugs.procon.org/files/Procon%20Images/1885_cocaine_drops.gif
http://www.scientificamerican.com/media/inline/blog/Image/prescription_drug_ad.jpg
Posted by S.S. April 5th 2010
For: Class project, Writing with Media
I find this commercial disturbing too -- mostly because I couldn't remember if it contained warnings or not. I had to watch a second time. Only then did I notice that suicide is listed as one of the side effects. I wasn't paying attention, because I was absorbed by the images of happiness. Images trump text, after all. I was also struck by how intimate this commercial is -- as you point out, it speaks directly to the depressed viewer. I began to wonder whether or not other pharmaceutical commercials use this technique. I realize that Viagra does. Is this standard operating procedure for pharmaceutical ads? Interesting that I didn't notice this before.
ReplyDeleteSladjana, I would have to agree with both you and the previous commenter. While I was watching the first part of the advertisement, I was intimidated how the advertisement was directly targeting myself. Excellent media strategy though... As you rightly put it: even though I do not consider myself depressed, "[s]ometimes I do feel like I don’t want to go anywhere or see anyone." But, while the advertisement was about ME, later I realized that considering all the side effects listed, I would actually be better off not taking this pill. In other words, after the side effects were presented, I had a sigh of relief that I wasn't actually depressed, because I am happier now than taking Cymbalta and suffer through such possible side effects.
ReplyDeleteWho are we to blame about the effect of this advertisement? I am not sure whether we can point our finger to media or the drug company. I guess they do have a symbiotic relationship: media cannot financially survive without advertisements coming from such drug companies, while the drug companies wouldn't be able to advertise their products without the existence of media.
Moreover, does media shape the decisions Americans make, or is media only a tool used by the pharmaceutical companies to shape the decisions Americans make? I am not sure either and I wouldn't push for certain causal structure.
Regarding the idea of manipulation, playing the devil's advocate, I am not sure whether Cymbalta's advertisement is actually manipulating us. After all, we do hear about both positive effects of the drug and possible side effects. In fact, I presume that the side effects are kind of exaggerated, because the probability of having such side effects is actually pretty low. Yet, the side effects are still provides to the viewer as potential ones that everyone could go through. Moreover, are we actually manipulated, considering that Cymbalta is not being advertised as a better prescribed drug than another one produced by another big pharmaceutical company? In addition, one could argue that Cymbalta's advertisement is complementary with its users, because the advertisement itself could serve as a placebo effect in addition to Cymbalta's real positive effects. These are just some things to think about.
Gent
Sladjana, I would have to agree with both you and the previous commenter. While I was watching the first part of the advertisement, I was intimidated how the advertisement was directly targeting myself. Excellent media strategy though... As you rightly put it: even though I do not consider myself depressed, "[s]ometimes I do feel like I don’t want to go anywhere or see anyone." But, while the advertisement was about ME, later I realized that considering all the side effects listed, I would actually be better off not taking this pill. In other words, after the side effects were presented, I had a sigh of relief that I wasn't actually depressed, because I am happier now than taking Cymbalta and suffer through such possible side effects.
ReplyDeleteWho are we to blame about the effect of this advertisement? I am not sure whether we can point our finger to media or the drug company. I guess they do have a symbiotic relationship: media cannot financially survive without advertisements coming from such drug companies, while the drug companies wouldn't be able to advertise their products without the existence of media.
Moreover, does media shape the decisions Americans make, or is media only a tool used by the pharmaceutical companies to shape the decisions Americans make? I am not sure either and I wouldn't push for certain causal structure.
Regarding the idea of manipulation, playing the devil's advocate, I am not sure whether Cymbalta's advertisement is actually manipulating us. After all, we do hear about both positive effects of the drug and possible side effects. In fact, I presume that the side effects are kind of exaggerated, because the probability of having such side effects is actually pretty low. Yet, the side effects are still provided to the viewer as potential ones that everyone could go through. Moreover, are we actually manipulated, considering that Cymbalta is not being advertised as a better prescribed drug than another one produced by another big pharmaceutical company? In addition, one could argue that Cymbalta's advertisement is complementary with its use, because the advertisement itself could serve as a placebo effect in addition to Cymbalta's positive effects. These are just some things to think about.
Gent
To me, the most interesting thing about watching commercials like this is the fact that in American advertising, EVERYTHING is intentional, because the stakes are so high for each party involved in the production of the ad. In picking apart this advertisement, then, it is crucial to look more closely at the dynamics of the production of advertising. The drug company was not responsible for creating this advertisement, they were only responsible for paying for it. The actual commercial was made by a group of paid professionals who extensively researched the consumer and spent countless hours crafting the precise angle at which the consumer might be reached--yet these professionals (depending on the nature of the particular contract) have no real interest in the success of the drug company.
ReplyDeleteIn this light, Gent's question of blame is especially interesting. The advertising agency is responsible for assembling the message, and is thus (in my opinion) the manipulator. Yet still, they have little vested interest in the pharmaceutical company's balance sheet at the end of the year. They don't even own the rights to the advertisement itself after it is produced. Another set of concerns regarding ownership to think about...
Thank you both for the insightful comments. I was struggling myself to take a side in this blog of who is really to blame. The chain itself starts with the drug companies that need advertising to survive in the market. But, then, the media decides on how a drug will be advertised.At the end of the chain is the public who also has the power to decide what information to accept. So, ultimately, I set my blame on the public and congratulated the media on the excellent methods of deceiving people. However, in a world where health care mattered more than business and market I would probably say that advertisements for prescription drugs should not be allowed (so I am blaming the drug companies) or, that the rules of advertising should be strict and under careful surveillance (so I am blaming the media). But, in the world where we need to choose what is best for us, I chose to tell people to wake up. And, instead of looking for the guilty one, they should learn how to deal with the information thrown at them by the media.
ReplyDelete