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On a daily basis we are flooded with tons of imagery whether it be off a billboard, advertisement, television, or even on you phone. This imagery comes from many different industries trying to have the viewer relate to the image. One specific industry that shows a lot of imagery is the Pharmaceutical industry trying to relate to the body.
The pharmaceutical industry does a wide spread of advertising to inform people about their product and a way for consumers to receive information on about their medication choices. One form of advertising they do is Direct-to-consumer (DTC), where form of advertising that speaks directly to the consumer, even when they can purchase the drug with a prescription (Sturgeon, pg. 381). That DTC advertising is one of the most rapid growing form of pharmaceutical advertising (Ahn et al, pg. 175). That this form of advertising having a great effect on consumer leading to them wanting to by their product. That if they noticed a commercial or ad advertising for a drug for diabetes. The viewer is relating it back to them selves in view of their own body cause them to want what they see in the commercial, so they can see there body in a different way. That in a study done of what may yield the greater effect on a patient is physician vs. the consumer, where the physician usually recommends the medication. The way is the consumer vs. consumer novices, where they based on advertising. What they found was that there was greater influence from DTC advertising rather then recommendation from the doctor. In another study they found that older adults behave in DTC advertising ways. That they behave in certain way after noticing a DTC when discussing the ad or medical question (Jisu, pg. 25) That older consumers' frustration toward individual DTC advertising despite positive perceptions toward the general idea of DTC advertising operate behind denial of DTC advertising effects on self. That they feel the ad’s have no effect and feel they do not work (DeLorme, pg. 135).
Another reason for DTC ad’s is to encourage people to talk more about their medications with their health professionals. But the encouraging to talk to the health professional is a “pull” tactic to have people talk to their health professionals about being prescribed a DTC advertised drug. These DTC ad’s make the drug that is being advertised better then it actually is.
DTC ad’s can inter pellate consumers as subjects in need of chemical modification, as an outside norm as someone who through consumption of pharmaceuticals will help the person become happier and more fulfilled. That with this advertisement showing viewers that if you take this particular medication you’ll be in a better state and be like how it appears in the advertisement they are viewing (Sturken et al., pg. 381)
Based on these message and advertising tactics affect consumers perception of the drug risk problem. That consumer would rather appear and be how they see in the advertisement rather then take into consideration the heath factors involved. That they would rather take the risk on their health for modification reasons rather then have don’t the correct way of perusing a medication.
DTC advertising offer the abstract kind of promises through the use of their images to people. These ad’s now must indicate the main reason or treatment the medication is actually used for. They must also provide the risk disclosure so the consumer understand the risks and take consideration for their health (Ahn et al, pg. 178,Sturgeon, pg. 381).
That this effects the way the body is based on how people see these images and relate back to themselves that they need what they see in the add in order to be happy or fulfilled. The form of advertisement shows the body and how we view it in different way. We are subjective to these ads wanting more and to look at the body in content.