The game of media...

Blogger didn't let me upload the whole video so here is the link:
http://www.youtube.com/watch?v=Zew-lbzIGy4

Why is smoking appealing to US teens?

Walking down the street and enjoying your first morning cigarette is a completely different experience in a European town, in comparison to a town in the United States.  People in the United States often look down on smokers, give them a pitiful or a judgmental glance as they pass by. In Europe, on the other hand, the cafes on either side of the street are packed with youth chatting and smoking cigarettes. Smoking in Europe is a part of culture. However, despite strong stigma towards smokers in the United States, more than 47 million adults smoke cigarettes. So, who is to blame? As my readers might expect, I will once again single out the media as a major promoter of smoking among American youth.

                Even though TV and radio ads that promote smoking have been banned in the US, magazines offer the most advertising for tobacco products, both cigarettes and non-smoke tobacco products. Magazines are a very powerful kind of media; when a teen-age girl opens her favorite publication and encounters a page that advertises the new, pink, Camel no.9 cigarettes with the inscription: “Light and luscious”, she is very likely to attribute to it the adjective “cool”. Why do teenagers start smoking in most cases? Because teenagers have come to agree that smoking is cool, thanks to media and associations it creates between smoking and being hip, and famous. According to an article in USA Today: the new Camel ad was a hit with girls ages 12 to 16, among a study of 1,036 adolescents.  The inscription, in addition to the pink color, creates an illusion that smoking these cigarettes is very appropriate for girls, and emphasizes their feminine side. In addition the warning sign, which consists of tiny inscription in the corner of the page says: “Smoking by pregnant women may result in fetal injury, premature birth, and low birth weight”, which implies that this tobacco product is indeed targeted for women, but that it can be harmful only to pregnant women. So, just imagine a 13 year old girl who reads this. By being inexperienced and gullible, she is likely to think that smoking Camel no.9 is perfectly fine, as long a she is not pregnant. Furthermore, another teenage magazine juxtaposes Camel 9 ad with a fashion page entitled Dressed to the 9. This ad for a vintage store shows an elegant black dress, and 8 different accessories, implying that the 9th one should be the new Camel 9 cigarettes.

                Besides the design appeal of cigarette ads, magazines intentionally, or unintentionally, associate smoking with fame, fashion, and beauty. In the fashion world, cigarettes have become an accessory, a symbol of something exciting and daring. A photograph on the cover of fashion magazine that shows a very well put together girl, with perfect hair style, and make-up, inevitably conveys confidence and power of women. Consequently, a cigarette between her fingers immediately absorbs some of that meaning. An average young girl looking at the cover sees very expensive clothing that she cannot afford. However, she could afford the cigarette, which, in this context, becomes a symbol of fashion, and female power. Furthermore, the picture of a skinny model smoking creates a correlation between cigarettes and body image that a 13 year old girl is prone to equate with truth; smoking can make me look skinny and perfect, just like the model.

                However, cigarette ads don’t only appeal to teenage girls. Almost equal percentages of teenage boys start smoking around the same age as girls. Just as the pink color, and fashion associations attract girls’ attention, so does the very masculine image of a cowboy on the Marlboro ad attract boys’ attention. The image of the cowboy next to his horse, with gorgeous mountains in the background, and a lariat wrapped around his knee, lighting a Marlboro cigarette easily translates into a representation of a confident man who is not intimidated by loneliness and grandeur of the nature surrounding him. Teenage boys are likely to find this add appealing, especially in the age that forces them to find a comfort zone, and express their “coolness”. Moreover, Ferrari formula 1 image can be associated with Marlboro advertising. One of the main sponsors of this company is Marlboro, whose sign appears on the jackets of the team, as well as on the formula itself. In such a context, Marlboro acquires the attributes of courage, adrenaline, fearlessness, masculinity, victory etc. Moreover, the new tobacco products, known as non-smoke tobacco, have advertisements that are targeted particularly towards boys and men.  The ads for famous Skoal tobacco pouches show males of different ages, some of whom are in a serious business meeting, while some are just fishing, and having a great time with their friends. The inscription says: Moist Skoal pouches are easy to put in, easy to take out and easy to enjoy anywhere”, which emphasizes how very convenient they are, acceptable, and ordinary. Moreover, one of the new brands is called “Bandits”, which conveys the idea of strength and courage.

All of these symbolical connotations spur the desire of teenagers to start smoking. The smartness of tobacco advertising lies in its ability to indirectly convey certain values. The teenage years is the most challenging time for youth as they try to establish their personality, search for role models, and look for help. The deceiving tobacco commercials are likely to fool a young girl who wants to be beautiful and famous, and a boy who seeks confidence and strength. The statistics show that cigarette ads are very successful in feeding teenagers with such ideas, and hopes; 21% of high school children smoke in the United States, despite many bans put on cigarette advertising. This reality is sad, especially in a society that appears to be marginalizing smoking. As a consequence, a teenager who was just looking to become better, because the ad showed him he or she would, ends up with a stigma of a smoker. What should they do then? Move to Europe?

 















I don’t want to put the blame entirely on media, i.e. magazines, since I would be undermining the crucial role of parents in children’s education. Moreover TV media puts a lot of effort in advertising against smoking. However, we might wonder how come that the numerous anti-smoking efforts don’t have an impact on 47 million of Americans, and particularly among teenagers? Well, a lot about that in the next blog…until then the question is: How to prevent early onset of smoking among teenagers? Should high schools provide an environment that will not prompt boys and girls to seek their ideals in cigarettes? Or, should/can parents limit their children’s exposure to implicit and explicit cigarette ads? 

Sources: 

- Camel 9 ad: Deseret News. http://www.deseretnews.com

- camel 9 and fashion: http://www.socialbranding.org/sb/images/stories/camel.gif

- Fashion magazine cover: http://blog.modelmanagement.com/2010/01/07/the-glamour-of-smoking/

- Marlboro ad: http://130.18.140.19/mmsoc/subliminal/marlboro.html

- Ferrari formula 1: http://f1-fia-race.blogspot.com/2009/05/ferrari-f60-picture-gallery.html

- Smoking in fashion: http://blog.modelmanagement.com/2010/01/07/the-glamour-of-smoking/

All sites accessed on date: 05-08-2010

Posted by S.S. for Writing 8 class

Pro or Against Health care reform...ask Media!

On March 23 2010, President Obama signed the health care reform bill. The new bill put an end to the heated debate between Republicans and Democrats; a debate that left you with two choices: pro or against health care reform. As in every campaign, Media becomes a tool of arguing for the debating sides, and the main informer for the public. While you, as a regular citizen, are sitting in your living room and watching TV, the media bombards you with propaganda advertisements, all of which tell you that your opinion and decision are valuable and necessary. At the same time, you start really wondering what this reform is all about. You are hearing both sides, and each side emphasizes that they are the ones who want the best for you, and for America. Media offers you personal stories, benefits, downsides, problems, and solutions. The question becomes: what is the final outcome? Does the average US citizen go to bad that night with correct information and knowledge, having made the right personal choice, or does he/she turn off the TV feeling confused, illusioned, and overwhelmed? Did Media help or hinder the US citizen to make the right personal choices regarding health care reform?

Searching for the advertisements pro and against the health care reform, I noticed a pattern; a calm assuring voice that promises quality, affordable care, right medical decisions, prevention, says that health Reform is necessary NOW; a few minutes later, probably on the same TV station, a defensive, louder voice asks: “Would you be willing to put your own family into the hands of Barak Obama’s socialistic health care plan?”. And, while the pro-reform ads show you smiling, hopeful faces of children and adults, the against-reform ads offer you images of elderly people tied to breathing machines and hospital beds. Where is the hope for them? Because, you don’t see it now, and they tell you it is not in the new plan. However, the republicans know how to play the game, and what cards to pull out, especially when it comes to being an American, and respecting American values. Are you a real American if you support “killing a newborn”? They mean abortion, of course. However, the anti-reform ads tell you that abortion does not justify your national purpose and character, that: “trading the lives of unborn children is against our [American] character”. Furthermore, you are told that new health care reform promotes such disgraceful and anti-American values. As the American flag waves in the background of each of these ads you are forced to ask yourself: Do I choose to be a “good” American citizen, or do I want to change the health care system that we have today? But, media makes sure that you don’t feel alone in this dilemma. As you watch Senator Alan Mollohan going through the bill and agreeing with new changes, he encounters an obstacle: “A baby” and says: “I cannot force the American people to pay for the debts of unborn children”, as the sign “Abortion is not health care” flashes in front of your eyes. Ultimately, both you and the Senator are both stuck between two shores: pro or anti.

Then you decide to put aside the values and national pride, and ask yourself: Well, what does this reform mean? The ads just slide in front of your eyes. The pro-side tells you that 46 million of Americans are uninsured, that the reform offers you FREEDOM, EQUALITY, and DEMOCRACY, that the reform will restore people’s lives, and will protect them. Finally, they tell you: “Help us restore those rights to everyone”. This ad instills a feeling that your opinion is important, that you hold a part of national responsibility, that they need you to make the change happen. And, while you are poised with images of masses fighting for their rights you feel the power, the illusion that your voice matters. But, what are you giving your voice for? Do they tell you what is the problem, what will the new plan bring exactly. No, they do not.

Then you turn to the other side looking for answers. And, what do you get? Most often, a doctor figure fills your screen, while he tells you that Government will get between you and your doctor, and that you should “tell Congress to protect American health care”. Sometimes, those commercials would tell you that Medicare will go bankrupt in 8 years, that deficits are enormous, that quality will suffer, and that your care will be delayed. Oh, and “look at Canada and England”! Do they tell you what the problems are now, what the good sides are, and why are so many people still without insurance. No, they do not. And the cycle continues. All the same information, with different faces and voices, but both sides say they are right and that you can help. One side offers you protection, while the other side tares apart that idea. However, you still don’t know why you would, or would not want the change.

Who to turn to then?; Jon Stewart, and his Daily Show? Why not? While you laugh at silly jokes Jon Stewart throws at you, criticizing both sides of the debate, you feel like you are at the backstage of Health Care reform play. The indecisiveness of governmental representatives, and the reality of 14 months old baby who was rejected insurance for being too fat now becomes a part of your reality. While Jon Stewart mocks the republicans equating health care bill to Nazism, and on the other hand, the democrats who scream out that “the time to act is NOW”, you get an insight into the political views on the health care bill. (http://www.thedailyshow.com/collection/268931/the-battle-for-health-care-reform/230688;http://www.thedailyshow.com/collection/268931/the-battle-for-health-care-reform/252467) And while a congressman holds his baby granddaughter Matty and claims that she doesn’t want a new health insurance plan, you realize the hilarious circus going on behind the promising and revoking advertisements. The reality show appears as a mockery. And, while the media seems to bring out both perspectives, it appears that Jon Stewart speaks your language better than any propaganda ads. At the same time, your important role that has been emphasized by both sides disappears in the perpetual arguments between two conflicted sides. In the end, it is better to sit down and have a good laugh with Jon Stewart, than break your head over “right” and “wrong”.

Just as the Congress passed the Health Care Bill, an article in the Wall Street Journal was published, criticizing the Bill and assuring people of its wrongs; “Never before has the average American been treated to such a live-action view of the sordid politics necessary to push a deeply flawed bill to completion. It was dirty deals, open threats, broken promises and disregard for democracy that pulled Obama Care to this point, and yesterday the same machinations pushed it across the finish line”. The Republicans were angry. Moreover, the article implies that the average American was deceived, undermined, and mistreated. As one wave of disappointment hits you, you remember watching Obama on TV praise the reform, while Nancy Pelosi was getting a good workout, as she stood up to applaud after every supporting ovation (http://www.youtube.com/watch?v=hUNCpnRBf9o). The President of your country stood as yours, and your nation’s representative granting you stability and security, quality and affordable choices, convincing you that: “The time for bickering is over. The time for games has passed. Now is the season for action. Now is when we must bring the best ideas, of both parties together; and show the American people that we can still do what we were sent here to do. Now is the time to deliver on Health Care” . But, the fight goes on, as the Republicans display dissatisfaction today for their yesterday’s loss. You, as a citizen, are still left to wonder what is good for you.

Or, if you want to laugh more, you can always watch this: http://www.youtube.com/watch?v=IMlPE1lV_5Y

Youtube does miracles! Hope you enjoyed reading and watching!

references:

1. TV Ad: Oppose Obama Care: http://www.youtube.com/watch?v=5YVQQ3ARkzM

2. Who Shall Live: http://www.youtube.com/watch?v=2bBoNDzKzSc

3. Americans for stable quality care: http://www.youtube.com/watch?v=6cqQl3lZzzE

4. Gov-Pro Health Care reform: http://www.youtube.com/watch?v=VukUI0wWudM

5. Jon Stewart Daily Show

6. Wall Street Journal: "Inside the Pelosi Sausage Factory":
http://online.wsj.com/article/SB10001424052748703775504575136133814210008.html

7. Jon Stewart photograph: http://thedailyshow.mtvnimages-q.mtvi.com

- all documents accessed on May 3. 2010.

Posted by S.S. for Writing 8 class

Need a breather....

Dear readers,

I am taking this week off, but a new blog will be up for you to read next Monday.
I hope you have been enjoying my posts so far. To give you a little sneak peak into next week's commercial, watch this video from John Stewart Daily Show.
http://www.thedailyshow.com/collection/268931/the-battle-for-health-care-reform/230688
Looking forward to your insightful comments next week.

Posted by: S.S. for Writing 8 class

If I have to starve to be famous, I pass...what about you?

Every morning I wake up I look in the mirror, I shake my head with dissatisfaction, and then go on an hour-long mission to get ready for the day and look good. I put my make up on, carefully choosing two shades that will accentuate my eyes. I pick clothes that will make me look slimmer, tighter at certain parts of the body and narrower at other ones. Finally, I put on my high heels that make me look taller and more elegant. After one hour of getting ready I look in the mirror again, turn around a few times and tell myself that I need to go to the gym that day, and then I smile and leave the room. Sometimes I don’t smile because I know that the day before I have eaten too much chocolate and I feel that my stomach is showing a little. And I go through this experience every single day. Secretly I do want to look like Beyonce, and I do follow fashion trends I see in magazines, on TV, commercials etc.

What I do every single day might seem to you as an attempt to achieve the perfect look. Indeed, when I go to the gym, I go to tone my muscles, to loose a little bit of extra belly, and to look perfect. The question is: What does it mean to look perfect? In my previous blog, I told you that media plays an important role in shaping our lifestyle choices, which, consequently, influence our health. As much as media tells us what to eat, it also sets the criteria for the ideal body image. Look at the cover page of any fashion, teenage, or health magazine and you will see the picture of an extremely good-looking young woman. However, the story doesn’t end there. Open any of those magazines, and you will find pictures of cultural icons such as actresses, singers, models, starlets etc. who are extremely skinny, and yet the young people today look up to them, and consider them extremely beautiful. Media promotes the image of an ideal woman of today. However, by doing so, media also enhances the occurrence of eating disorders such as anorexia, bulimia, body dysmorphic disorder, overeating, and other psychological reactions to personal dissatisfaction with own body.

How does media provoke such a negative consequence on the American youth? I like to call my ritual in the morning and going to the gym: “learned behavior”. However, the line between daily habits and obsession is thin when media bombards us with images of women in bodies of 15-year-old girls, with perfect faces, lips, and in skinny jeans. A teenage girl looks at the photographs of Kate Moss, Marie-Kate Olsen, Keira Nightly and sees nicely dressed, popular, rich young women and dreams to be like them. Unfortunately, “like them” also encompasses a look of a very skinny girl-the girl with “ideal body image”. Consequently, the dream to become famous turns into a mission to achieve that ideal body, and ultimately to an obsession that can end with an eating disorder.

Media is an agent that promotes the societal values, which, in this case, reflect the ideals of beauty. By putting forward the images of extremely slim models and stars, media ingrains these ideas into minds of teenage girls but also creates the expectations for being successful in the entertainment and fashion business. A friend of mine was applying recently for a Dolce and Gabbana internship, in the department of management. However, besides her application, she needed to submit a full photograph of her, showing the entire body. So, my question is: what matters more, the skill and ability to do a job, or the way you look?

As an intermediary between businesses and people, media indirectly influences the decisions we all make. However, sometimes this indirect role becomes an essential element in shaping the way we perceive and define certain societal norms. Having the ideal body image, which media serves to public via magazine photographs, tabloids, or TV commercials, increases self-esteem and self-confidence in many, many girls and women. Unfortunately, the consequence lies in worrying statistics such as following: Anorexia is the third most common chronic illness among adolescents; 40 – 60% of high school girls diet; 50% of girls between the ages of 13 and 15 believe they are overweight; 80% of 13 year old girls have dieted; 40% of 9 year old girls dieted.

Sometimes, just the images launched by media, their accessibility, and frequency can shape the choices of Americans on

their lifestyle, which, in turn, shape their health choices. Just imagine a 15 year old girl looking at the cover page of "Bazaar", where Mary-Kate Olsen's picture screams at her: "FABULOUS"! Who wouldn't want

to be?

Sources: Eating Disorders statistics: http://www.mirror-mirror.org/anorexia-statistics.htm

Photographs: http://brooklynskeptic.wordpress.com
http://i151.photobucket.com
http://www.chinadaily.com.cn
http://www.denimology.com/2009/09/jean-paul-gaultier
http://www.showstudio.com/2009/11/24/kate_moss.jpg

Posted by S.S. for Writing 8 class.

I’m lovin’ it, but my coronary artery doesn’t really…

In my previous blog, I tried convincing you that prescription drug commercials are not just an annoying distraction to your favorite TV show but a smart manipulation of media that influences your health choices, and not for the better. One of the questions that came up was: How come prescription drug commercials never talk about changing your lifestyle as means of solving your health problem? Well, media has “taken care” of that too, and not for the better either. The advertisements for food are flooding all the TV channels, as intermissions to News programs, Cartoons, Teen series etc. The people of all ages, watching TV, are exposed to commercials for McDonalds, Burger King, Pizza Hut and endless number of other fast food chains. As a consequence Americans make lifestyle choices that ultimately reflect their health choices. As scary as it seems, media manages to use something as essential for our survival as food, to manipulate the message that contributes to the alarming 34% of Americans being obese, 12 million of whom are children. However, fascinatingly enough, and very ironically, the reality that these commercials create contradicts the visual and verbal implications.

Every year new commercials appear on TV; the enthusiastic voice telling you “I’m loving it” (well known McDonalds slogan) and the pictures that would appeal to children, teenagers and adults. One of the latest McDonalds commercials shows LeBron James and Dwight Howard, competing in their amazing basketball skills over a bag of McDonalds Happy Meal.My first reaction was: Really??? However, a young teenage boy, who looks at these NBA stars as idols, might get a different message. Media connects strength, skill, success, victory with McDonalds, giving us a few possible interpretations: It’s worth fighting for a McDonalds meal; If you eat McDonalds you’ll become like these NBA players; and finally, when both LeBron and Dwight are left without their lunch, the sad expression on their faces tells you: You will regret not having McDonalds, so don’t wait any longer. Similarly, the numerous McDonalds commercials for Winter Olympic games associates athleticism and accomplishment of dreams with “Southern Style Chicken Biscuit” for breakfast, for instance. Who eats chicken for breakfast anyway? And what does chicken have to do with your dreams coming true? Well, that’s the point I am trying to make, it has nothing to do with chicken in reality but looking at the muscular Olympic competitors having the bite of that chicken sandwich gives the impression that exactly that chicken sandwich is the recipe to your success. On the other hand, if you are a child, McDonalds commercial will tell you that the characters from your favorite animated movie “The Ice Age” love McDonalds, or that Pokemon loves Burger King.

The commercial for fast food attract children’s attention by associating the product with fictional characters that make up children’s world. Moreover, these ads send deceptive messages by creating false ideas about the effects of their consumption. However, media does not sell these false ideas only to children. Did you know that Paris Hilton absolutely loves Burger King hamburger? I had no clue, I thought she ate in very expensive restaurants or, rather, didn’t eat at all. What would a consumer think after watching a very sexual commercial of extremely good looking Paris Hilton taking a break to have a bite of Spicy Barbeque Burger? Again, one could think: If I eat BK hamburger I’ll be as good looking as her; or, my sex appeal will increase and my partner will be more satisfied with me. Maybe I am going to far, but the image of almost naked skinny girl in stilettos, crawling on top of a car and washing her body with a soapy sponge screams SEX(Y). I entered Burger King a few times in my life and every time I walked out without buying anything. Who knows, if I saw Paris Hilton on a poster holding the burger I would probably be tempted. The point is that the message is WRONG, but still very inviting. The commercial ends with “That’s Hot”, again equating the beauty/hotness of young celebrity with that of a BK hamburger.
So far we saw how media wisely uses celebrities to create a story of a consequential relationship between beauty, success, strength, and overall happiness of those individuals with the product advertised. However, the consumer was out of the picture in the commercials I mentioned earlier, left to watch and admire. On the contrary, Pizza Hut had a different idea. Beautiful Jessica Simpson is a waitress singing and carrying a delicious pepperoni pizza, while throwing “poppable” bites into the mouth of a dazzled teenage boy. His teenage dreams are coming true; the family he is sitting with disappears and he is the star in his little show, having caught the attention of a beautiful girl. As I watched this commercial, I got the impression of something grandiose and unexpected happening while a regular American family is sitting and trying to choose their meal. Finally, I couldn’t neglect the seducing voice of Jessica Simpson, her charming smile, the sexy walk, and in the end saying: “one of these days, these bites are gonna pop right into you”. Hmmmm. http://www.youtube.com/watch?v=xEqHOETejjU

The recurrent idea in all of these commercials appears to be the idea of a Dream; how to make a dream come true; dream coming true; or just an inspiration to dream. Together with the idea of the dream comes, obviously, the big hamburger, fries, pizza, and so on. Media successfully uses their visual and auditory tools to create a world of perfection, in which the product exists too, alongside the happy, smiling, successful, and most importantly very good looking people. However, the reality does not agree with such representations. Whenever we talk about obesity, we think about fast food chains, and other junk food that commercial industry and media use to expand their businesses. Indeed, these food products are very affordable and the advertisers make sure to tell you that a large pizza is only $10.99, but no one talks about the calories or just how often you should eat food of that sort. You might say: it’s not a medication. No, it isn’t but with commercials like these, food is starting to represent a danger, which does not end with obesity, but also with increase number of heart problems. The question becomes: what matters more, money or health? According to CBC, a survey has shown that 60% of people oppose tax on junk food; a method that helped reduce the number of smokers in America. The conscience of people is blurred, and media perpetuates ignorance by sending deceptive messages.

Once again, media succeeds in shaping the health choices of Americans. If you look at this last video I posted, you will realize what one side of the contrasting reality is, and you will either applaud the media, or get angry at people for not taking responsibility and opening their eyes. I did both. http://www.youtube.com/watch?v=aDY3smfNpgo


1. McDonald's Commercial with LeBron James and Dwight Howard:
http://www.youtube.com/watch?v=PmrTDZy3f2M
2. Paris hilton- burger king commercial:
http://www.youtube.com/watch?v=o0PLjKOOuK8
3. Pizza Hut - Jessica Simpson:
http://www.youtube.com/watch?v=xEqHOETejjU
4. Obesity and Fast Food 2008:
http://www.youtube.com/watch?v=aDY3smfNpgo

Posted by S.S. April 11th 2010
For: Class project, Writing with Media

Prescription drug commercials - just an annoying distraction during our favorite TV show or ..... ?

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 doesn’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