Pharmaceutical Ad Analysis

Directions: Choose a recent drug ad to analyze. Then, answer the following questions. Be detailed in your answers and provide specific examples.  Be sure to give me a copy of the ad along with your paper.

1. Identify which ad you chose to analyze.

2. Who is the target audience for the ad?

3. Identify and discuss the primary purpose of the ad (i.e., to persuade, inform, entertain, or some combination?)

4. “Deconstruct” the ad by addressing the following questions: 

(a) What are the key points? (Also, consider whether or not key points are missing from the ad).

(b) What are the implied messages?

(c) What production techniques were used to make the ad appealing (color, design, typeface, images/graphics, etc.?)

(d) How well does the ad compare to social reality?

5. How well does the ad meet the FDA guidelines we discussed in class? Be specific.

6. What else is notable about this ad or your reaction to it?

Consult the following sources as well:

Center for Medical Consumers is a non-profit advocacy organization designed to bring science-based medical information to the public so that consumers can participate more meaningfully in medical issues that affect their health. They have an article called "Rein in those Deceptive Ads" in which they suggest guidelines for the FDA to follow in reining in deceptive drug ads:  http://findarticles.com/p/articles/mi_m0815/is_5_29/ai_n6134442

The Pharmaceutical Research and Manufacturers of America  represents the nation's leading pharmaceutical and biotechnology companies. They have set voluntary guidelines for direct-to-consumer drug ads. See the drug ad guidelines here: http://www.medicalnewstoday.com/medicalnews.php?newsid=28606
 

This website is maintained by Marceline Thompson Hayes, mhayes@astate.edu

This page last updated August 21, 2007

Arkansas State University