Month: November 2017

Best Sleep You Ever Had!?!

mccartl4 OCT Drugs, Sleeping Pills, Uncategorized , , , , ,

To sleep as if we were babies, a bear hibernating, or on a vacation on the beach, or like you hadn’t seen your bed in days, or even weeks, or if you were a parent and dropped the kids off at their grandparents house for the entire weekend, or simply just take zzz quill as that’s apparently the solution to getting the sleep we desperately need and want. The ad ensures that as a consumer you will sleep easily, soundly, and wake refreshed because sleep is a beautiful thing we need. I chose this ad because I can relate to losing sleep as many of us can and wishing for those ideas of sleeping like a baby or on a vacation somewhere on a beach but also because I have taken this product and definitely don’t feel like I got the best sleep of my life or woke up refreshed for the next day.

The company that produces ZzzQuil, is VICKS. VICKS slogan is that their legacy is about more than just cold and flu medicine. It’s about giving families the opportunity to continue life- even on sick days- for more than 100 years (VICKS History). VICKS is well known for it’s cold and flu medicine along with DayQuil and NyQuil. VICKS has been around since the late 1800’s when a pharmacist named Lunsford Richardson created and sold Croup and Pneumonia Salve under the VICKS name. In 2012, VICKS came out with a non habit forming sleep aid in ZzzQuil. ZzzQuil came out in warming berry liquid and liquid caps for those occasional sleepless nights. In 2015, Zzzquil came out with a new flavor in calming vanilla cherry and soothing mango berry.

VICKS has become a respected company for hundreds of years and they continue to have new products that come out for consumers. VICKS currently has out on the market is vapor rub, cough drops, cough syrup, nasal spray, NyQuil, NyQuil Severe, DayQuil, DayQuil Severe, and ZzzQuil.

The intended audience for VICKS products and more importantly ZzzQuil, is definitely hard working adults who could also be parents. With the many ads I’ve come across in magazines showed adults sleeping with some sort of saying such as “sleep like a rock” or “because sleep is a beautiful thing” and my favorite was a tweet post saying “SLEEP LIKE he finally proposed. And you have been dating for a decade. #SleepLike #engaged #shesaidyes” with a lady sleeping and a nice expensive ring on her finger. Magazines I’ve noticed these ads are in TIME, Glamour, Entrepreneur, Food Network, and VOGUE. All of these magazines are directed towards adults. All of these ads whether in the magazines or on a television commercial, they are reaching for people who are extremely tired and people who just need a break in life. I’ve noticed the commercials to run more so in the evening to night time which is tricky because people may be watching television when they can’t sleep and get the grand idea that they need to go and purchase this particular sleep aid.


The active ingredients in ZzzQuil is 50 milligrams of Diphenhydramine HCI. Diphenhydramine is a common ingredient in Benadryl which means the same drug that helps us with our sneezing and itching is also used for our disturbed sleep. However, ZzzQuil promotes that the drug is not habit forming and therefore not addictive per say. ZzzQuil offers a quick way to fall asleep and sleep a good seven to eight hours of uninterrupted sleep. With that I would beg to differ in that it is habit forming and therefore addictive because if someone is having the same issue every night and can’t sleep and they revert to taking ZzzQuil each night, they now have created a habit and therefore addicted. I would assume until the individual got used to the drug that they gained a tolerance for it and could abuse the sleep aide. I noticed that on the bottle, you have to peel back to find how much an individual should take as it’s not in plain sight and the commercials never speak of side effects although it’s clearly stated on the bottle. Those who are breastfeeding or pregnant should not use the product and any children under twelve should keep away from the product. Also if an individual is already using a drug that contains Diphenhydramine, to not use the product.

The advertisement techniques used for ZzzQuil are very catchy. Playing a commercial in the evening time into the night more frequently then during the day time. The two advertisements I show above with showing adults sleeping with some sort of saying such as “sleep like a rock” or “because sleep is a beautiful thing” and the tweet post saying “SLEEP LIKE he finally proposed. And you have been dating for a decade. #SleepLike #engaged #shesaidyes” with a lady sleeping and a huge engagement ring. Most of the images are of people soundly sleeping, peaceful, and relaxed. The video above is also very deceptive as it shows you everything you wish for when you are sleep deprived from sleeping like a baby, or a bear, or on a vacation on the beach, or like you hadn’t seen your bed in weeks or even months, and relating those feelings to what ZzzQuil can do for you giving you that promise that the drug can give you those images of having the best sleep of your life. And the slogan of “because sleep is a beautiful thing,” ensures that why are you up fighting your sleep when you can just take this pill or amount of liquid to solve all of your sleepless nights.

 

Overall I would have to say that the drug does work and helps the occasional sleepless nights. However, I wouldn’t recommend it for chronic sleepless nights. I’ve tried it before, only because I was sold on the “non habit forming” bright lettering and I wanted to avoid Nyquil as I wasn’t ill. It definitely assisted in putting me to sleep, however, I didn’t feel like I slept like a baby, or like I hadn’t seen my bed in weeks or months. I honestly still felt a little tired when I woke up but was thankful I was able to get some sleep. With the article by Alena Hall on “The Truth About Over-The-Counter Sleep Aids” I liked what she had to say in that taking sleep aids occasionally are fine, however, she begs the point on “do we really need these?” As it may be okay to take on occasional nights where you have no idea why you can’t sleep and have a big meeting or project due the next day however, once it becomes a nightly or weekly problem that it may be time to check into an individuals daily habits before reverting to a chemical solution (Hall).  Eating a balanced meal, waking up at the same time every day, and setting a nightly regimen will help in going to sleep at a decent hour without the need of a sleeping aid. Therefore, I would recommend this drug only if someone had the occasional sleepless night but not a friend or family member who lacks sleep consistently. I wouldn’t want them to create a habit of taking it and potentially having a dependence on the drug to get adequate sleep.

References:

Diphenhydramine. (n.d.) Retrieved November 27, 2017, from http://medlineplus.gov/druginfo/meds/a682539.html.

Hall, Alena. (2015) The Truth About Over-The-Counter Sleep Aids. Healthy Living. Retrieved November 27, 2017 from https://www.huffingtonpost.com/2015/03/23/zzzquil-ingredients_n_6902780.html

Vicks History. (n.d). Retrieved November 27, 2017, from http://vicks.com/en-us/vicks-history.

Zzzquil Oral: Uses, Side Effects, Interactions, Pictures, Warnings & Dosing. (n.d.) Retrieved November 27, 2017, from http://www/webmd/com/drugs/2/drug-161075/zzzquil-oral/detail.

What The Super Bowl Constipation Didn’t Say

crossk9 Opioids, Uncategorized

https://www.youtube.com/watch?v=4AK0Ld1SR4w

By Katelyn Cross

https://www.thefix.com/sites/default/files/styles/article/public/movantik%20ad%20mr%20opioid.jpgIntroduction

Here is a photo of a women holding her “baggage” in which it is symbolic for her constipation symptoms. Next to her, is her solution—an opioid awaiting to “cure” her constipation and release her “baggage.” This is an ad aired by the NFL, portraying a cartoon advertisement of opioids—a prescription painkiller that is currently marked as an epidemic crisis throughout our country. I am interested in researching opioids because it is a common drug prescribed when going to the doctor, and is used in medical procedures through Anastasia as well as to release high amounts of pain as mentioned. The ad was released during the 2016 Super Bowl, and gave much offense to those who suffered from the opioid epidemic. The cartoon Disney-like opioid sits and mimics to be her best friend, and the one who will help her with her constipation problem.

History

The commercial was funded by a pharmaceutical research company called AstraZeneca, who specialize in various different research studies and topics, and work alongside scientists at “leading institutions to understand disease, identify potential new drugs and accelerate drug development” (Science In Our DNA n.d). It was also helped funded by Daiichi-Sanjyo, which is a global pharmaceutical company with corporate organs in Japan. The company aims to provide products and services in more than 20 countries around the world, “with more than 100 years of scientific expertise” they claim that their “company draws upon a rich legacy of innovation and a robust pipeline of promising new medicines to help patients” (Who We Are n.d). Ironic how companies who claim to raise awareness and improve the health and wellness of communities, are also contributing to dangerous epidemics.

Intended Audience

Not only are these companies contributing to funding to the opioid epidemic, but they are also spreading the access to the community. This ad was first aired during the Super Bowl of 2016. According to CNN, there was an average of “111.9 million  TV viewers” (Game, T 2016). This number is extremely large, and many who watch the Super Bowl also take part into watching through all the commercials, or going back on YouTube the next day to watch them. In the picture I chose to display from the video particularly, it is targeting people with constipation—this is a common issue that affects lots of Americans, and it is safe to say many would do whatever they could to get rid of this issue (or baggage I should say).  According to the article “Why Is The NFL Airing Ads Featuring A Cartoon Opioid Capsule” “Moreover, the cartoon take on the problem lessens the dangers of prescription painkillers by turning them into a Disney-like character. As opposed to Pixar’s Monsters, Inc., the Prescription, Inc., feeling of the commercial verges on the offensive” (Lavitt 2016). The feelings may be offensive to those who have suffered from opioids or know of people who have, but for those with little awareness, this commercial could be interpreted as cute and/or comical. Overall, I think the target audience is towards anyone who is watching. The general public is the open audience for the Super Bowl so the commercial was an aim towards any viewer, as well as people who specifically suffer with constipation, or get reeled in through animations, and advertisement techniques.

Active Ingredients

Opioids are painkillers wether in natural or synthetic form. They are commonly used in clinical practice and often prescribed as a way to cope with unbearable pain, and to assist during surgeries via Anastasia. According to the article “Basic opioid pharmacology: an update” “Morphine is commonly considered to be the archetypal opioid analgesic and the agent to which all other painkillers are compared” (Pathan and Williams 2016). Morphine is one of the most common opioids prescribed. The article further explains how there is evidence that suggests that the opium poppy, was cultivated for ingredients “as long ago as 3000 BC” (Pathan and Williams 2016). There is much to say about the poppy plant and many controversies raised from this. Morphine continued to be used widely and  “In 1847 the chemical formula for morphine was deduced and this, coupled with the invention of the hypodermic needle in 1853, led to the more precise and widespread clinical use of morphine” (Pathan and Williams 2016). There are many active components that play a part in Opioid usage. There are naturally occurring alkaloids where are plant-periled amines that can be derived from it such as “morphine, codeine, papaverine, and thebaine” (Pathan and Williams 2016). However, morphine is known as the active component of the opium poppy, and chemicals can be manipulated in labs to create synthetic opioids that can be used through widespread medicine clinically, such as “diamorphine, dihydrocodeine, buprenorphine, nalbuphine, naloxone and oxycodone” (Pathan and Williams 2016). The active opioid, heroin, was once seen as safe to be prescribed even to children, however, once known of its addictive pulled from the market, people started realizing its effect and danger. According to the article “Prescription Opioid Narcotics and Heroin”  “Today, OxyContin and Percocet are two of the frequently prescribed opioids used to treat pain. Both are narcotics containing the active ingredient oxycodone” (Prescription Opioid Narcotics and Heroin n.d.). This ingredient plays a part in the effects one feels when taking opioids. This ingredient is dangerous and influences physiological and mental health. The article, “What are Opiate Derivatives” states that, “According to Palomar College, opium belongs to a class of drugs known as narcotic analgesics” (What are Opiate Derivatives 2016). The drug ad did not mention any of these components, and in fact, left out every important thing about opioids that one should know. The ad was ultimately promoting opioids, making them look like the girls “best friend.” It showed no threat of addiction or any talk in what ingredients are in it, and this is very important to know. Instead, it should have taken the approach of “A pharmaceutical company just released this drug and these are the reasons you should not take it…” An approach to give reasonings towards preventing opioids would be the best because it would show people why they should avoid taking them and educate them on how they can be safe if a doctor were to prescribe.

Advertising Techniques

There was multiple advertisement techniques used in the commercial. Visual Imagery seemed to be the biggest as the animated opioid capsule was present as the woman’s best friend, comforting her through her constipation, and releasing her baggage, walking along side her throughout her time of discomfort. It also uses attention grabbers to show and make the opioid seem exciting, and being there for the woman the whole time, it aimed to keep peoples attention. It also uses statistics/facts to back up what is going on inside of the body, by showing the inside of someones stomach and having a physician demonstrate the affect and anatomy. This advertisement technique was aimed to give credibility. It also uses the power of words, such as labeling the women’s suitcase as “baggage” and the capsule “opioid” giving meaning to the objects and bringing them into context to real in viewers. It also uses lots of imagery throughout the video and even shows the woman and the capsule being painted of by an artist in a park. It also uses voice, to speak to the listener the whole time as the animation is occurring. All of these aspects play apart into reeling the viewer in and manipulating their mind through advertisement. Products and services have more credibility when backed up by facts, providing imagery to keep the audience interested, bringing objects “to life” as well as giving them meaning. The advertisement does not mention the negative affects of opioids or tries to make them seem bad, but instead, glorifies them in a way to make them look like the woman’s best friend.

Overall Opinion

My overall opinion on this drug is that it is very dangerous. If needed to take for medical purposes, such as surgery guidance via anesthesia, or strong pain killers to ease post surgery or other serious pain—one should be aware and educated of the risks involved, and the addiction that can take place if not taken under the supervision of a physician, or taken in larger quantities, or more frequently, than prescription ally recommended. According to the PBS article “CDC: Opioid painkillers shouldn’t be first choice for chronic pain” the CDC’s National Center for Injury Prevention and Control states that ““Management of chronic pain is an art and a science. The science of opioids for chronic pain is clear — for the vast majority of patients, the known, serious, and too-often fatal risks far outweigh the unproven and transient benefits” (Silverman 2016). Specifically, the drugs well known negative effects and risks outweigh the little known positive benefits, at learn for long term. Overall, I would not recommend this drug to any family or friend, or anyone for that matter unless prescribed by a physician. In my opinion, opioids should not be anyones first choice to deal with pain, unless they ultimately have no other option. To put things in perspective on why Opioid drugs are an issue, The PBS article further states that, “Every day, more than 40 Americans die from overdoses of opioid painkillers, according to the CDC. And each year, 2 million people abuse or misuse the drugs” (Silverman 2016). Opioid addiction is a big problem and this explains the epidemic here in the United States—physicians are continuously prescribing patients and while sometimes this is needed, opioids should not be seen as a first choice, but instead a last.

Sources:

Game, T. (2016, February 8). Super Bowl 50 audience is third largest in TV history. Retrieved November 15, 2017, from http://money.cnn.com/2016/02/08/media/super-bowl-50-ratings/index.html

Lavitt, John (2016, November 11). Why Is The NFL Airing Ads Featuring A Cartoon Opioid Capsule? Retrieved November 15, 2017, from https://www.thefix.com/why-nfl-airing-ads-featuring-cartoon-opioid-capsule

Pathan, H., & Williams, J. (2012, February). Basic opioid pharmacology: an update. Retrieved November 15, 2017, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4590096/

Science in our DNA. (n.d.). Retrieved November 15, 2017, from https://www.astrazeneca.com/our-science.html

Prescription Opioid Narcotics and Heroin. (n.d.). Retrieved November 15, 2017, from http://www.rxreform.org/prescription-opioids/similarities-to-heroin/

Silverman, S. E. (2016, March 15). CDC: Opioid painkillers shouldn’t be first choice for chronic pain. Retrieved November 15, 2017, from https://www.pbs.org/newshour/health/cdc-opioid-painkillers-shouldnt-be-first-choice-for-chronic-pain

What are Opiate Derivatives? (2016, April 06). Retrieved November 15, 2017, from http://www.opium.org/what-are-opiate-derivatives.html

Who We Are. (n.d.). Retrieved November 15, 2017, from http://www.daiichisankyo.com/about_us/who_we_are/index.html

The Secretive Sackler Family

peter310 Opioids , , ,

Our nation is in the midst of an opioid epidemic that is spiraling downwards and has been since Purdue Pharma introduced OxyContin extended-release tablets in 1996. Although this advertisement is over 20 years old, I think it has a huge impact on our current crisis. I also chose to use a video that illustrates 5 people’s lives from 1998 when they started taking OxyContin to 2008 and how their lives have been affected. I chose to use this video because in 1998 Purdue Pharma used 7 people’s experiences with the drug  in a promotional video directed at physicians that claimed OxyContin had saved these people’s lives.

Purdue Pharma is a privately owned pharmaceutical company that was founded in 1892 by two doctors John Purdue and George Frederick Bingham. In 1952 the company was sold to the Sackler Family and is still owned by this family. Based off the information found on Purdue Pharma’s website, Purdue started out as a small struggling business selling products such as Uniphyl (oral theophylline) used for asthma control, but they are known for their development of pain management medication. In particular their production of OxyContin. In 1987, they launched MS contin, in 1991 Purdue Pharma became a Limited Partnership and in 1993 they established Partners Against Pain to educate people on unnecessary suffering of chronic pain. In 1996 OxyContin extended-release was launched after the FDA approved the medication in 1995.  According to Purdue’s ‘about’ section they state that, “We are committed to improving patients’ lives in meaningful ways by providing effective therapies along with educational tools that support their proper use.” (About Purdue, 2017) The company sells prescription and over-the-counter medicines (OTC) and they focus on six medical product categories. Their prescription medication includes prescription opioids and sleeping medication and their OTC drugs are laxatives, opioid induced constipation, antiseptics and dietary supplements. (For Healthcare Professionals. n.d.). This company has remained profitable over the years and currently has a net worth of $13 billion dollars. They are also recognized since 2015 as one of the richest families in America.

Based on my research, I assume the audience for this advertisement was most likely anyone over the age of 18 who was experiencing either chronic pain or cancer-related pain.  However, I also believe the video was directed at other physicians during 1996 to influence their mindset about OxyContin and in particular that it had ‘low risk of addiction’ and that it is the ‘best’ pain medication. By marketing the product directly to doctors it would greater influence them to prescribe the medication to patients in pain. Purdue used a strong marketing campaign to gain attention of consumers and continued to use bold marketing strategies until around 2011.  according to The National Center for Biotechnology Information (NCBI), Purdue used marketing data to influence doctors to prescribe. They compiled data from doctors nationwide to show prescribing patterns. With this information, Purdue was able to identify which doctors prescribed opioids most frequently but it also showed areas with large chronic-pain patients. This marketing campaign allowed Purdue to target individuals who were suffering chronic-pain. Also, in the video involving 7 individuals ‘then and now’, it shows Purdue’s efforts to market this pain medication to doctors. (Zee, A. V. (2009, February)

OxyContin also known as Oxy or Oxycotton comes in forms of 10mg, 15mg, 20mg, 30mg, 40mg, 60mg, and 80mg and are supposed to taken orally. When used properly, it can help relieve pain associated with cancer and chronic pain. However, this drug is commonly misused and oftentimes abused, in which it is crushed and snorted or mixed with water and injected. If OxyContin is consumed in either of these ways it eliminates the ‘time-release’ factor and it allows the drug to rush directly into the body. According to the Rxlist website, the active ingredient found in OxyContin is Oxycodone, which “is a white, odorless crystalline powder derived from the opium alkaloid, thebaine.” (OxyContin: Side Effects, Interactions, Warning, Dosage & Uses. n.d.) The inactive ingredients found are butylated hydroxytoluene (BHT), hypromellose, polyethylene glycol 400, polyethylene oxide, magnesium stearate and titanium dioxide. According to the United Nations Office on Drugs and Crime, of the six opium alkaloids “Thebaine is the most poisonous opium alkaloid and is scarcely used medically.” (United Nations Office on Drugs and Crime. n.d.) Thebaine is 10 times stronger than morphine and is roughly 10 times as lethal, high doses can result in convulsions and psychological and physical dependence. (Thebaine. n.d.) This advertisement does not tell consumers that OxyContin is highly addictive, or that it is expensive and not all health insurance plans cover it, it does not inform consumers of what happens when they stop taking the drug or how to ween yourself off the painkillers. Overall, they do not inform the audience of any negative effects or attributes that come along with the use of OxyContin. According the the investigation and research done by the LA times, if there are gaps between pills, people can experience body aches, nausea and other withdrawal symptoms. (‘You want a description of hell?’ OxyContin’s 12-hour problem n.d.)

As stated by the World Health Organization, direct-to-consumer advertising has been legal since 1985, it was not until 1997 that these advertisements started to bombard society. Direct-to-consumer advertising under fire. n.d.) According to Hanson, G. R., Venturelli, P. J., & Fleckenstein, A. E. (2015), the total spending on advertisement increased from $11.4 billion to $29.9 billion from 1996 to 2005. (Page 110) In the Purdue advertisement provided, Alan Spanos M.D. claims that the risk of addiction among patients treated for pain is less than 1%, and continues to claim that this Oxycontin should be used much more often because it is the best, strongest pain medication. According to the Centers for Disease Control, Opioids (prescription, heroin and fentanyl) accounted for more than 33,000 deaths in 2015, they also claim that around half of opioid overdoses are from prescriptions. (Opioid Overdose. (2017, October 23). Based off the press release in 1996 following the launch of OxyContin, Purdue Pharma claimed that “OxyContin Tablets are taken every 12 hours, providing smooth and sustained pain control all day and all night.” (OxyContin Press Release, 1996.) In 2016, The LA Times investigated Purdue Pharma and found that, before OxyContin went into market, clinical trials showed that many people were not feeling relief for 12 hours as it claimed. Purdue strives to remain profitable and without their 12 hour relief claim, they have very little competitive advantage over other painkillers. Despite the fact that the higher the potency the higher the risk, the company continues to market this product as a 12-hour relief, instead of offering lower doses more frequently. Theodore J. Cicero, a neuropharmacologist, says that OxyContin 12-hour interval has potential to be the “perfect recipe for addiction”.  (‘You want a description of hell?’ OxyContin’s 12-hour problem n.d.) The fact that there is evidence showing Purdue Pharma was aware that their pills did not extend a full 12 hours and still marketed them at this shows they were concerned with the well being of the patients but rather concerned with the money they would make. The lives of the 5 individuals from the ‘then and now’ video all vary, however their lives have all significantly changed because of their use of OxyContin. Johnny Sullivan originally took OxyContin for chronic back pain, but his addiction grew too big and he ended up falling asleep at the wheel and dying. His wife Mary Lou discusses that she essentially had to look after Johnny as she would a 2 or 3 year old because he was so out of it from taking the OxyContin. Lauren says she ‘would never again’ take OxyContin. Ira Pitchal took OxyContin for fibromyalgia and claimed it helped him workout. However, a few years after Ira at 62 years old was found dead and his cause of death was due to high blood pressure and heart disease but the police report also claims he was abusing narcotics. Most of the individuals had negative results in the long term from the use of OxyContin. Susan on the other hand, who has suffered rheumatoid arthritis since 25 feel that because the drug is so often misused and abused that she, someone with a lot of real chronic pain is the one who will suffer from the opioid problems if they are prohibited from sale.

Overall, I would not recommend that anyone of my friends or family members take OxyContin. I think there are healthier alternatives for pain relief among chronic-pain patients such as using electric shock methods such as TENS units, accupuncture, physical therapy, exercise and stretching, or even the use of CBD products, derived from the cannabis plant,  in replace of painkillers. However, in the circumstance of last resort, I would not rule out OxyContin as an option for someone who desperately needed pain-relief, as long as it was a low dosage for a very short period of time. Opioids free you from the unbearable but slowly increase your body’s resistance to the drug which results in the need of higher doses. The longer they are used, the higher the dose needed which leads to an increased chance of addiction. The rate of addiction and overdose continue to rise as do the prescriptions. After any surgery or major pain related incident, doctors are always first to prescribe pain medication that may or may not be needed for the existing situation. Doctors are known for prescribing pain medication so now patients almost expect to receive some sort of pain medication. In the early years of Purdue’s OxyContin sales, they offered ‘free one-time OxyContin prescriptions to doctors that they would then give to patients and 34,000 were redeemed. Many people became addicted to Opioids and when they were unable to afford it or get a prescription for it, some of them turned to synthetic forms such as heroin. It has become so easy to acquire pain medication because there is no true measure of pain in the doctor’s office. The definition of pain is all relative to the individual and it is easy to lie about the severity of pain one is feeling. When in the hands of addicts, they will take something just to get high, and the only way to prevent these drugs from getting in their hands is to tighten the protocol and not make them so easily accessible. This has become a public-health crisis that is all across America and the Sackler family is sitting pretty making billions of dollars off people’s addiction and death.

 

Citations

About Purdue. (2017). Retrieved November 12, 2017, from http://www.purduepharma.com/about/

Direct-to-consumer advertising under fire. (n.d.). Retrieved November 8, 2017, from http://www.who.int/bulletin/volumes/87/8/09-040809/en

For Healthcare Professionals. (n.d.). Retrieved November, 2017, from http://www.purduepharma.com/healthcare-professionals/products/

Hanson, G. R., Venturelli, P. J., & Fleckenstein, A. E. (2015). Drugs and Society. Burlington, MA: Jones & Bartlett Learning.

Opioid Overdose. (2017, October 23). Retrieved November 13, 2017, from https://www.cdc.gov/drugoverdose/index.html

OxyContin Press Release, 1996. Retrieved November 9, 2017, from http://www.documentcloud.org/documents/2815975-Pressreleaseversionone.html

Oxycontin: Side Effects, Interactions, Warning, Dosage & Uses. (n.d.). Retrieved November 8, 2017, from https://www.rxlist.com/oxycontin-drug.htm
“OxyContin Patients, Then and Now.” YouTube, Milwaukee Journal Sentinel, 8 Sept. 2012, https://youtu.be/pkeQifzvSNE

“Purdue Pharma OxyContin Commercial.” YouTube, YouTube, 22 Sept. 2016, https://www.youtube.com/watch?v=Er78Dj5hyeI.

Thebaine. (n.d.). Retrieved November 13, 2017, from http://www.eopiates.com/thebaine/

United Nations Office on Drugs and Crime. (n.d.). Retrieved November 3, 2017, from https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1953-01-01_3_page015.html

‘You want a description of hell?’ OxyContin’s 12-hour problem (n.d.). Retrieved November 6, 2017, from http://www.latimes.com/projects/oxycontin-part1/

Zee, A. V. (2009, February). The Promotion and Marketing of OxyContin: Commercial Triumph, Public Health Tragedy. Retrieved November 8, 2017, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2622774/

Opioid Outbreak

mallull Opioids , , , ,

Opioids are a class of drugs that include the illegal drug heroin, synthetic opioids such as fentanyl, and pain relievers available legally by prescription, such as oxycodone (OxyContin®), hydrocodone (Vicodin®), codeine, morphine, and many others. (DA.gov) Opioids are commonly used as pain relievers and are most commonly prescribed post surgery, significant injury or use in cancer treatment.  Opioids have become extremely common in our society; this has led to companies not needing to advertise opioids today because they are already widely known and used.  However, in the early 2000’s with the recent release of OxyContin, ads were prominently aired on TV and found in magazines.  This is one ad that aired in 1998 for OxyContin:

https://www.youtube.com/watch?v=Er78Dj5hyeI

It is clearly portrayed throughout the ad that OxyContin is the “best” drugs on the market. They quickly debunk the idea that opioids are addictive by saying only 1% of users become addicted to the drugs they are prescribed.  This is blatantly a lie and misdirection of the issues at hand with opioid epidemic in America just taking off at the time.  This is shown throughout the extensive number of people who became addicted and who abuse opioids after they are finished with their prescribed dosages.  This is the reason I chose to take a closer look at opioids, their addictive potential alone warrants a deeper investigation.  Also, I picked this ad in specific because of the harm that these ads caused the American people by exacerbating the epidemic.

The company that is makes and markets OxyContin is Perdue Pharma, they are a private pharmaceutical company which first started over 60 years ago.  With their global partners they produce, develop, and research prescription and over the counter drugs.  Purdue Pharma is a well established company in the healthcare industry and continues to develop new pharmaceuticals to this day as a leader in their industry.  Their mission, as stated on their website, is “Purdue Pharma, a private company founded by physicians, is committed to advancing the medical care of patients with quality pharmaceutical products. We are known for our pioneering research in pain, a principal cause of human suffering. Today, we work with new partners on innovative healthcare solutions in many therapeutic areas.”  Purdue Pharma seems like a well established company with good intentions for its consumers.  However, they lied about the addiction potential in their ad blurring the line if their mission is genuine.

OxyContin, in this ad, is being mass marketed through T.V. to an audience of chronic pain sufferers and anyone seeking relief of existing pains.  They mainly market to anyone who has undergone a major surgery, are undergoing cancer treatment, or have chronic pain.  They use an M.D., Alan Spanos, to make the statements seem more valid and much more believable.  They keep the ad formal and don’t show anyone or anything besides Spanos, this formal style helps Spanos seem credible. It doesn’t distract from Spanos so the center of attention is always on him, he is their clear selling point.  Also, in the ad Spanos discredits the addictive potential of OxyContin; although we know it’s blatantly not true, because he’s an M.D. we are led on to trust him and automatically believe what he says. They trick the viewer through a simple argumentum ad verecundiam which lets them avoid facts and statistics and still be perceived well by the general audience.

OxyContin is composed of some fillers depending on dose but the main active ingredient in it is Oxycodone. Oxycodone is a semi synthetic opioid derived from poppies, mainly the Persian poppy.  Oxycodone, like many opioids, causes an uplifted and euphoric effect as well as providing a numbing feeling to the entire body.  In addition, oxycodone has an extremely high potential for abuse and is one of the most abused drugs in the opioid epidemic.  The American Society of

Addiction Medicine (AMSA) posted an article in 2016 saying “Of the 20.5 million Americans 12 or older that had a substance use disorder in 2015, 2 million had a substance use disorder involving prescription pain relievers and 591,000 had a substance use disorder involving heroin.”  Clearly more than 1% of users get addicted to OxyContin; furthermore, oxycodone acts as a gateway drug and many users seek a fix after their prescriptions end. Often thes users turn to heroin because it’s cheaper, more potent, and provides a similar effect.  Although these figures are new statistics, it was significantly easier to get OxyContin at the time and its potency hasn’t changed since then, making it just as addictive then as it is now.  Therefore this was a clear misdirection by Perdue to make sure they still made sales on OxyContin no matter the risk.  With the opioid epidemic taking over in America

it’s clear to see why it erupted in the first place.  Easy access to OxyContin and drugs like it at the time as well as advertising making these drugs seem nearly harmless led to an overall great perception of these opioids.  This normalized what society thought of the drugs and quickly made it acceptable to be on these opioids and inevitably led to over use and addiction to opioids. It seems almost asinine to warp statistics like Perdue did, especially when they are so highly esteemed considering it has led to ruining so many lives.  After misinforming their viewers on OxyContins extremely high addictive potential, Spanos goes on about how OxyContin is the “best” drug on the market for pain relief.  He glorifies the drug an make it seem like a super cure to every issue, Spanos makes s

ure to emphasize that it’s the best drug more than once throughout the ad.  Likewise, he increases his volume and tone when saying “best” to ensure that the audience understands how great OxyContin is.

After looking into OxyContin and oxycodone extensively it’s hard to understand what extent of pain someone would need to be in to need this drug.  With the current opioid epidemic at hand it seems like a poor choice for someone to use OxyContin or any related drug at all.  Due to a lack of public education as

well I believe that these opioids are still well received by the general populous. However, I do have personal experience with OxyContin because my twin was prescribed it and I witnessed firsthand its effects.  He tore his PCL and had to have surgery to fix it, after the surgery he was prescribed OxyContin and Hydrocodone, a slightly less potent semi-synthetic opioid.  He was in an excruciating amount of pain after and was confined to a recliner for over a month. The Oxy and Hydros were extremely effective in managing his pain; however, they also did get him somewhat high.  This was apparent through his speech and general attitude.  After about a month of using them to manage his pain he decided under his own fruition that he wanted to stop taking them.  Although they helped him cope we could tell he was becoming addicted.  He began to have trouble sleeping when not on them, not due to pain, and also began to crave them most of the time he wasn’t on them and even rarely when he was at the end of his dose.  After stopping taking them he began to go through withdrawals, he was constantly craving them for the first two weeks off and immediately became irritable.  Also, he continued to struggle with insomnia due to the withdrawal, when he did get sleep he would have night sweats.  It was difficult seeing my brother go through this and it was clear that they were both extremely addictive drugs.  Even though my brother stopped taking his prescription early, in about half the time he was prescribed, he still struggled with withdrawal.  Clearly these opioids have an extremely high potential for addiction.  I think it’s imperative that people understand the consequences that can occur from taking any form of opioid.

I generally wouldn’t recommend OxyContin or any derivative of it to anyone I knew.  Being such a powerful drug the use of it would come down to how much pain the person was in.  With such a high addictive potential I would only recommend an opioid to someone who was in an extreme amount of pain and needed something to cope.  I believe that there is an array other options for pain relief before an opioid should be used.  Any opioid has high abuse potential and is a double edged sword, it’s crucial to be educated and aware about drug use so be careful when taking any form of opioid.

https://www.youtube.com/watch?v=Er78Dj5hyeI

Abuse, N. I. (n.d.). Opioids. Retrieved November 15, 2017, from https://www.drugabuse.gov/drugs-abuse/opioids

Addiction Medicine, A. O. (2016). Opioid Addiction 2016 Facts and Figures. Retrieved November 05, 2017, from https://www.asam.org/docs/default-source/advocacy/opioid-addiction-disease-facts-figures.pdf

Yes or No, Tobacco?

meyerde Uncategorized

Drug Advertisement Debunk

I choose to focus on tobacco because it is one of the most heavily used and normalized drugs in society. It effects almost every individual whether they are the smoker themselves or they have family or friends that use this drug. Its prevalence in society throughout history also influenced my decision to study this drug. Tobacco has been used for hundreds of years and its presence has impacted society heavily. I choose this ad in particular because I think it highlights key techniques companies use to manipulate consumers. The ad illustrates these techniques through text and imagery, both of which are extremely important to analyze. It is important to think critically whenever you are presented with material created for consumer viewing, practices of debunking drug ads are applicable to other media you are presented with every day. Who is the target audience? How do you relate to the target audience? What is the intention of this ad? How does it make you feel, is this a logical or emotional response? How reliable is the information? I will discuss all of these questions and much more using this ad as an example.

This ad was run in 1952 by Liggett and Myers the makers of Chesterfield cigarettes. Liggett and Meyers was established in 1873 and dominated the market for chewing tobacco until it moved into cigarette production a few decades later. During this time in history, tobacco advertisements in the US has a strong relationship with Hollywood, and Liggett and Myers was no exception. The main sources of information at this time was the newspaper, print was also the way companies reached consumers. Hollywood celebrities therefore were very influential because they held the greatest social status next to politicians, as they had the greatest social reach. Liggett and Myers knew this and acquired many endorsers such as Barbara Stanwyck, Gary Cooper, and Claudette Colbert. In the mid nineteen hundreds Chesterfield cigarettes had the most celebrity endorsers of all tobacco companies. In 1929 the Federal Trade Association released an order that prohibited the scripting of endorsers. However, this did not stop the use of endorsers in the ads created by the tobacco industry.  In the early nineteen there was no social media influence, or television, even radio didn’t come into households until around the twenties. Stanton Glantz explained it clearly he once said, “It (celebrity tobacco endorsement) was a way to thoroughly embed tobacco use in the social fabric.” Liggett and Myers were well established in the tobacco industry and used tailored tactics to manipulate the public perception of tobacco use and to persuade consumers to buy their product. In the advertisement above young Ronald Regan promotes Chesterfield cigarettes during the peak of his career in acting. Chesterfield cigarettes was well established and relied on distinctive branding and packaging to distinguish itself from other companies. Chesterfield was strategic in its advertising and use of endorsers making it a very successful company. They were also one of the first companies to target women in their tobacco advertising, making their product acceptable to a wider market. This company was very professional and knew how to swing the market in their favor.

In this specific advertisement the audience is all readers of the print newspapers, however I would argue Liggett and Myers target audience is individuals who celebrate Christmas. They’re selling the spirit and prestige of smoking this limited edition packaging. Christmas marketed as a happy time for gift giving and cheer. The advertisement explicitly says “I’m sending Chesterfields to all my friends. That’s the merriest Christmas any smoker can have.” This is telling the consumer that being a good friend can be as simple as getting them a gift of quality cigarettes. Ronald Regan is featured in the center of the advertisement and is endorsing the product. He is smiling and smoking, surrounded by packages of Chesterfield cigarettes. He is addressing these packages to his friends. This is telling the consumer that he has many friends, this is desirable and by association so is the product. Ronald was a celebrity at this time, due to his career in acting. Therefor Liggett and Myers is also selling the prestige associated with him. The product is linked to luxury and status, which all consumers crave. They are also selling a limited edition package; this adds a rush to consumption. The box is large and featured next to Regan, its opened suggesting accessibility. The notion is that you have to purchase this product now or you will never have it. This gives the consumer less decision making time and they are there for less likely to analyze possible negative outcomes. The imagery is also enhanced by the colors used. The palette is warm, featuring red, greens and creams. The tone of these colors is inviting and comforting. The image shows an ideal Christmas setting, addressing gifts to many friends, surrounded by beautiful décor, fitted in formal clothing. They are selling the ease of this lifestyle Regan is pictured in and that is associated with Chesterfield cigarettes therefor consumers are likely to strive for this lifestyle by purchasing this product.

The dangers of tobacco are not at all mentioned in this advertisement, but those dangers are real and relevant. Tobacco contains nicotine which is a very addictive compound. This means that consumers who start using this product usually have a hard time quitting. This means that companies are focused on getting consumers hooked on the product and the addictive nature will keep them buying the product. This is an issue for consumers because not only is this a potential financial strain but it is also known that tobacco has detrimental long term health effects on the human body. Tobacco contains hundreds of harmful chemicals, many of which consumers are uninformed about when buying the product. For example, sixty-nine of these chemicals are cancer causing agents. Other risks of smoking regularly include developing gum disease, lung damage, early signs of age. Tobacco use is the largest preventable cause of death and disease in the United States. This is a staggering statistic and attention to these negative health effects should be duly noted. Not only is tobacco a problem for the individual who is consuming it, but when consumed via smoking it becomes a problem for everyone around them.  Second hand smoking can still cause many of the harmful effects of smoking. This is an issue primarily within families as an estimated fifty-four percent of children are exposed to second hand smoke each year. This is an issue for obvious health reasons but it also normalizes this drug, making it more likely that future generations will continue to use it.

In my opinion the consumption of tobacco in our society is extremely detrimental. It is normalized, glamorized and the gravity of harmful side effects are not touched on enough. In the nineteen seventies the last tobacco advertisements aired on television because of increased government regulations. However, the new wave of tobacco use in the form of electronic cigarettes has not been fully regulated. E-cigs offer accessibility and variety to smoking tobacco. They come in a range of styles, flavors, and concentrations of tobacco. The promotion of these E-cigs is primarily through social media influence, and online advertisements. Instead of relying on celebrity endorsements tobacco consumption is put on a peer to peer level. It isn’t uncommon to see snapchats of people smoking, and doing smoke tricks, or to be offered to smoke at a party. Many people claim to only smoke when they are drinking and it’s a selective and controlled event. However, these people are ignoring the harmful side effects of using at all, as well as the addictive effects of the nicotine in the E-Cigs. From studying this specific advertisement by Liggett and Myer and through my research of tobacco advertisements over the last hundred years in the United States it is clear to me that tobacco companies have developed highly effective and detailed strategies to attract and ensure that consumers repeatedly buy their product. For example, in this specific advertisement they’ve show professional use endorsers, associations to success and luxury, and limited supply, and these are just a few. Other tactics include weasel words, attention grabbers, and statistics. I would never recommend this product to my family or friends. However, I would recommend that as a society we use critical thinking skills every time we are going to make a purchase, and to do thorough research on the products so you can make an informed decision.

 

Citations:

(2017, January) Before Becoming President Ronald Reagan Was a Paid Cigarette Model. http://forgottenhistoryblog.com/before-becoming-president-ronald-reagan-was-a-paid-cigarette-model/

 

Doyle, J. (2010, January 31) Al Jolson & Luckies.

http://www.pophistorydig.com/topics/tag/gary-cooper-and-chesterfield-cigarettes/

 

Hood, J. (2013, June 6) It’s Not a Mad Men episode: Cigarette ads return to TV

https://www.consumeraffairs.com/news/its-not-a-mad-men-episode-cigarette-ads-return-to-tv-060613.html

 

(2003, September 15) Liggett and Myers Tobacco Co.

http://adage.com/article/adage-encyclopedia/liggett-myers-tobacco/98750/

 

(2017, November 6) Risks of Tobacco

https://medlineplus.gov/ency/article/002032.htm

(2017, January) Tobacco Facts and Figures

https://betobaccofree.hhs.gov/about-tobacco/facts-figures/index.html

 

Lawrence, L. (2009, March 10) Cigarettes Were Once ‘Physician’ Tested, Approved

https://www.healio.com/hematology-oncology/news/print/hemonc-today/%7B241d62a7-fe6e-4c5b-9fed-a33cc6e4bd7c%7D/cigarettes-were-once-physician-tested-approved

 

(2017, June 20) Burden of Tobacco Use in the U.S.

https://www.cdc.gov/tobacco/campaign/tips/resources/data/cigarette-smoking-in-united-states.html

 

Is Purdue Pharma Responsible for Starting the Opioid Crisis?

aloofa Opioids

  • I have picked the OxyContin ad from the manufacture Purdue Pharma from 1996 as my drug debunk advertisement. Even though this ad is rather dated I feel that it provides relevant insight as to how our opioid crisis may have initially started.
  • Purdue Pharma is the company responsible for producing and distributing OxyContin. The company is also responsible for advertising that OxyContin was safe for long term use and that OxyContin would give people, struggling with pain, their lives back. According to Purdue “We are committed to improving patients’ lives in meaningful ways by providing effective therapies along with educational tools that support their proper use.” Purdue also says “At Purdue Pharma, we embrace our mission to find, develop, and introduce innovative medicines that meet the evolving needs of healthcare professionals, patients, and caregivers.” (Purdue Pharma, 2017)
  • Purdue has been around since 1892. The company started out developing medicines for earwax treatment laxatives and arthritis pain. In 1972 Purdue developed a product called Contin, extended release morphine, it wasn’t released until 1987. In 1996 Purdue released OxyContin extended release tablets. Since 1996 the company has been releasing new opioid painkillers for medical use. The most recently released opioid pain killer by Purdue was Hysingla, also known as, hydrocodone bitartrate extended release tablets, it was released in 2015.
  • After watching the ad for OxyContin I feel that the intended audience of this ad was for middle aged adults experiencing chronic pain. This ad was intended for television viewing during a commercial break. This ad featured a doctor that specialized in pain management. The ad also featured real patients that had been taking the drug. The patients in the ad were middle aged men and women who expressed how thrilled they were to have their chronic pain gone. The slogan for OxyContin that was started by the patients was “I got my life back!” To show that the drug was safe for long term use, Purdue made a second advertisement video featuring the same patients from the first advertisement video after 2 years of taking OxyContin. The original patients were still very happy with OxyContin and expressed their happiness in the second video as well.
  • OxyContin is an Opioid. The opium alkaloid, thebaine, is the active ingredient in OxyContin. (National Institute of Health, 2017) An alkaloid is a naturally occurring chemical compound. Opium is considered to be extremely addictive and dangerous. Opium is considered to be a psychoactive drug that impairs vision, cognitive, and motor functions. Opium will affect mental and physiological health by causing extreme mental and physical dependency. Opium acts on the dopamine center of the brain. It causes the brain to flood with dopamine creating a pleasurable sensation. The use of opium also leads to paranoia, anxiety, and depression all of which are mental health disorders. Opium affects physiological health by affecting the lungs, heart, kidney, and liver. The ad for OxyContin by Purdue Pharma did not inform the user of severe risks and side effects of the drug. An example of a severe risk of taking OxyContin is death from overdose. Other side effects of the drug OxyContin are Nausea, vomiting, loss of appetite, constipation, dizziness, drowsiness and mood changes, headache, sweating and flushing of the skin. The ad for OxyContin doesn’t just not list the side effects of the drug, but it actually claims that there are no side effects to taking OxyContin.
  • The advertising techniques used by Purdue Pharma for advertising the drug OxyContin were misleading, used real people, and presentation of incorrect information. Purdue lead the general public to believe that OxyContin was safe for use. They did this by saying in their drug advertisement video that OxyContin has no side effects. Purdue did acknowledge that opium has many adverse side effects, but claimed that OxyContin was safe for daily extended use for pain patients. To prove that their drug was safe and great, Purdue put real patients that were taking OxyContin for chronic pain in their drug advertisement video. Initially, the patients said that OxyContin was great and that it gave them their lives back. After two years of the drug being on the market the original patients from the first video agreed to make a follow up video because they were still feeling like they were benefiting from the drug. After the second video was made the original patients started having problems. One patient lost her medical insurance and found out about the severe withdrawals and dependency that came with prolong use of OxyContin. This patient was not aware that she was going to be addicted to OxyContin or rather addicted to the active ingredient, opium, when she initially started taking the drug. Another patient was driving under the influence of OxyContin and fell asleep while driving multiple times. The final time that the patient fell asleep while driving under the influence of OxyContin the patient lost his life in a car crash. Yes, the techniques used for advertising OxyContin were deceptive. The techniques were deceptive because people were led to believe that OxyContin was safe for long term extended use for chronic pain management when it really wasn’t. The original release of OxyContin has led to an opium based drug abuse crisis now almost 20 years later.
  • I would not recommend the use of OxyContin to a friend or family member for management of chronic pain. “Chronic pain” means that the pain is going to be long term. After almost 20 years it is clear that OxyContin is not for daily long term use. The patients from the Purdue Pharma ad for OxyContin, one was addicted when her insurance ran out. Addiction to opioid pain medicine tends to lead to illegal opium drug abuse, such as abuse of heroin. Another patient from the Purdue Pharma drug ad lost his life from a side effect of using OxyContin. The side effect that caused him to lose his life was drowsiness. The patient fell asleep while driving, resulting in a fatal car crash. I think OxyContin and other opioid pain medicines have a place in modern medicine and patient recovery. I think said opioid pain medicines are for short term use only and there needs to be extreme regulation of how much a patient is prescribed. Also, better identification of when patients have become addicted to pain medicine and need help getting off the drug.

 

Additional Information:

I feel that even though the Purdue Pharma advertisement for the release of OxyContin is rather dated, the information that I have gathered from this drug ad is relevant to today because there is such a major opioid drug abuse problem currently going on. All over the United States citizens are addicted to their pain medication. The addiction to pain medication tends to escalated into illegal use of heroin because heroin produces the same or similar feelings as pain medication. The opioid crisis is particularly bad in, the nearby, city of Everett, WA. The crisis is so bad in Everett that in January 2017, Everett filed a lawsuit against Purdue Pharma. (City of Everett, 2017) City of Everett is suing Purdue Pharma to hold them responsible for the opioid crisis now almost 20 years later. Everett is asking Purdue to take financial responsibility and help resolve the ever growing opioid crisis that is raging on in Everett, WA.

On September 25, 2017 the majority of Everett’s lawsuit against Purdue Pharma was allowed to move forward. Link to the Amended Complaint Filed against Purdue Pharma by the City of Everett, WA on October 25, 2017:

https://everettwa.gov/DocumentCenter/View/12238

Citations:

Purdue Pharma. (2017). About Purdue. Retrieved November 09, 2017, from http://www.purduepharma.com/about/

National Institute of Health. (2017). OXYCONTIN® (OXYCODONE HCl CONTROLLED-RELEASE) TABLETS CII10 mg 15 mg 20 mg 30 mg 40 mg 60 mg* 80 mg* 160 mg*. Retrieved November 09, 2017, from https://dailymed.nlm.nih.gov/dailymed/archives/fdaDrugInfo.cfm?archiveid=15783

City of Everett. (2017). City of Everett’s lawsuit against Purdue Pharma | Everett, WA – Official Website. Retrieved November 09, 2017, from https://everettwa.gov/1681/Purdue-Lawsuit

  1. (2012, September 09). OxyContin Poster Children 15 Years Later. Retrieved November 09, 2017, from https://www.youtube.com/watch?v=hwtSvHb_PRk&t=422s

Purdue Pharma. (2016, September 22). Purdue Pharma OxyContin Commercial. Retrieved November 09, 2017, from https://www.youtube.com/watch?v=Er78Dj5hyeI

 

Electric Lungs thanks to Tobacco

schnein Tobacco

A Juul Cartridge is an electronic cigarette that is beginning to take hold in American society. Juul   cartridges are a form of Nicotine that can be ingested orally. I chose this advertisement due to the fact of many of my friends are beginning to smoke and use these devices. The advertisements are also some of the most updated marketing campaigns that I have seen, with a target audience mainly around millennial and new smokers. The flashy and colorful ads catch the eye of many youths and draw them into a new and hip smoking device that still will get you addicted. Juul Labs Inc was founded by two smokers who decided to apply themselves in a product development for an alternative smoking device that was small for he market. The product arrived on market on June 1, 2015. On the Juul Labs Inc website, they list their mission goal as improving the lives and advancing alternative smoking techniques into the next century with adult smokers in mind. The Juul is represented by PAX labs, which is an electronic cigarette company that was founded in 2007. In a 2015 article from The Verge, PAX is referred to as the “Lambo of Vaporizers” which is a strong and bold title to acquire. Their products are designed to look both sleek and concealing. The size of the vaporizers is aimed to reduce the eye catching of the public allowing for people to smoke in private in public places (Crook). Weird right? PAX Labs has been creating vaporizers since 2007 and have since cornered the market and produce the best product for vaporizer users – as seen in Business Insider, Engadget, Tech Crunch, and Mashable (Crook). Their website provides the idea that they are providing for the adult smoker, however, the advertisements, and marketing materials such as photos, show no adults but rather the rising young adult class in our nation (PAX Website). The pictures represent a young and fun lifestyle, older cigarette advertisements were always targeting the bold and masculine sides of men, and the strong and classy side of women who wanted to smoke. In all cases, most cigarette advertisement avoid the health aspects and focus on the fun and excitement that you can get out of life from a cigarette. This advertisement was taken from an article about Juul Vaporizers on a electronic cigarette advocacy site. This ad aims to target millennial and the fun generation, as expressed before, but it is attempting to brand a new generation of smoker, to show the world that people will still want to smoke and have the expressive fun life as pictured in the ad above. It is possible that the people who use Juul vapes will attract younger people, possibly a mate, or someone of importance because you are having fun. The marketing campaign has moved away form the need to be “cool,” instead it is focusing on the bright colors and fun in life that the Juul cartridge and vapes can provide to its users. Many of m friends are being attracted to these for many different reasons besides “fun” and “excitement.” Many of my friends who smoked cigarettes beforehand love their Juuls because of the ease it brings to them. As long as you don’t lose the tiny charger, the Juul can preform almost endlessly. The additional flavors also provide an out for those who want to smoke a cigarette, but not have the taste/smell/feeling that a cigarette provides. Many of my friends find their Juuls to be much more useful than carrying around a pack of cigarettes constantly. Evidently enough, I have firsthand experience with the fact that these advertisements work and have gotten many of my friends to start using these vaporizers, which was the point of the advertisement in the first place. Juul provides a list of ingredients in each pod as well as being transparent about the creation process. The following information comes directly from the Juul FAQ. The ingredient in a single pod are: glycerol, propylene glycol, natural oils, extracts and flavor, nicotine and benzoic acid. The first two ingredients are used to keep the liquid moist. The Benzoic acid is a food preservative and acts to keep the pods preserved and up to standard with other vaping liquids/or juices (Benzoic acid). Natural oils and extracts for flavor are added (they aren’t listed) and lastly nicotine is added. The nicotine added is in the form of nicotine salts and are dissolved in the liquid that is created for the pods adding the nicotine drug content. The single most troubling thing about these ingredients still comes down to the fact that the FDA has not approved this. The website gives information that the Juul e-liquid is tested by an independent lab. Within each pod, there is roughly a pack of cigarettes. The Juul website reports that each pod has “0.7mL with 5% nicotine by weight,” which is equivalent to the average pack of cigarettes, or 200 puffs. The advertisement makes no mention of any of the negative effects of nicotine and makes no mention of the negative effects that addiction to nicotine can have on you. However, when reading through the FAQ, many of the tabs expressed the idea that if you do not consume nicotine products already, that it isn’t a good idea to start now. Also communicated were the facts of no Tobacco product is safe, and again, if you aren’t already consuming tobacco products to not start. The effects of the Juul mimic the pleasure response to the consumption of tobacco, however the same psychological effects are taking place and the physical effects of tobacco on the human body still take place. The ad that I chose for this assignment is cleverly deceptive. The flashy colors draw you in. The pretty and smiling girl on the right side can express the sexual side of advertising, drawing in men who find her more attractive thus they will find he Juul more attractive. The Juul has been present for about 2 year now and the advertisement is advertising the addition of new flavors and once again draw in users to try the new flavors and thus to continue smoking. The ad does a great job of advertising bright and fun times, which is mostly what all cigarette ads perform with. The ease of advertising online is also a strong point to make. With a single click of the button I can be redirected to their website. From there, I can easily make a purchase of these Juuls and receive it in the mail only a few days later. Can I recommend this product to anyone? I would strongly urge everyone to stop smoking cigarettes and find a less intense product, use patches and use alternative methods to smoking. The product, while tested, isn’t approved by the FDA and is unknown to them as of today. I don’t feel positive about putting chemicals into bodies that are unknown to the after effects and later health problems. I have first-handedly watched friend go from smoking about a pack a week or more to using these Juuls. The only issue with that was the fact that they began going through multiple pods a week. That meant that many of my friends went from smoking about a pack a week, to smoking multiple packs a week. They increased their intake an incredible amount. I have been in a car with a very good friend who couldn’t find their Juul, we spent an extra hour and a half retracing steps all over town to find it. He was sweating, getting testy and angry, and needed his fix. Eventually we found the Juul, in his back pocket. He didn’t say sorry, or tried to make up the fact that he wasted a bunch of peoples time in order for him to get back to center. That occurred more than once with the same friend. When asked about if he had an addiction, he felt that he had it under control and that it didn’t affect others, this is a true statement. Smoking cigarettes and using Nicotine is dangerous and addictive. It can cause many different problems in and around your life. I don’t advise you to start using, however, if you are already a user, finding an alternative to help STOP is the key, finding an alternative to continue the habit does not benefit you or your health, at the end of the day, you are still ingesting chemicals that can cause cancer, heart disease, and countless other health issues. Citations:

Tiku, Nitasha (April 21, 2015). The Verge. Retrieved from https://www.theverge.com/2015/4/21/8458629/pax-labs-e-cigarette-juul

Crook, Jordan (July 16, 2017). TechCrunch. Retrieved from: https://techcrunch.com/2017/07/16/a-year-with-the-pax-labs-juul-vaporizer/

Benzoic acid. (n.d.). Retrieved October 23, 2017, from https://pubchem.ncbi.nlm.nih.gov/compound/benzoic_acid#section=Top

https://www.juullabs.com/our-story/

https://www.ecigsandcoupons.com/reviews/juul

https://www.paxvapor.com/

The Sex Appeal of SKYY Vodka

caldwes5 Alcohol

SKYY Vodka is an American Spirits brand under the Gruppo Campari name, a well-known player in the global spirits industry. Their products include brands such as SKYY, Aperol, Appleton Estate, Campari, Wild Turkey, and Grand Manier. The Campari name was founded in 1860 and now is one of the top six major spirit industries in the world, trading with over 190 nations around the globe, owning 18 plants worldwide, and local distribution in 20 countries. This company aims to “combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses” (http://www.camparigroup.com). Relating to the people and what they most desire is a big tactic in spirit advertisement which can be seen through their missions and goals.   

Although Campari has many brands underneath their belt, the one I have decided to focus on today is SKYY Vodka because of their branding technique of sexualizing their advertisements which can be clearly seen in the advertainment of their SKYY Infusions Cherry Vodka above. This specific brand was founded in 1992 by entrepreneur and investor, Maurice Kanbar who then changed the spirits industry with SKYY’s quadruple-distillation and triple-filtration process. Distilled in the American Midwest, SKYY became the leading super premium of Vodkas and now annually sells 2.5 million cases globally. This Vodka quickly started to stand out from the crowd when their signature cobalt blue bottle was introduced a year after its appearance in 1993 and over the course of a decade, three photographers have created the brand that is SKYY. A visual communication that allures to the perfect ‘cocktail moment’, and now print advertisement that uniquely captures this brands exotic and glamourous personality.   

SKYY, combined with Campari has stated that their values include: Passion, Integrity, Pragmatism, and Together. They are PASSIONATE about their industry and providing the best experience for their customers and consumers and go that extra mile when necessary. They have INTEGRITY in ensuring that fairness, honesty, and consistency, is their hallmarks of business transactions. PRAGMATISM is problem solving through all levels of business. They are TOGETHER in functionality, working with passion to avoid silos, proactively breaking any cultural, organizational and geographical barriers, and working cross-functionally to move in the same direction to reach everyone’s shared dream. 

Now knowing the behind the scenes business aspects of SKYY and the Campari brand it is easy to understand the intended audience for this spirit. Like sated before, SKYY Vodka aims to have their brand be classified in an exotic yet elegant demeanor with a glamourous personality that touches on the riske. All of these characteristics combined are clearly aimed towards an audience of young successful people. In their advertisement, SKYY wants to show the elegance and grace of drinking their vodka along with the sex appeal of it too. Many of their ad’s are depicted in a sexual manner that often involve the sexualization of both men and women, even having multiple ad’s that show one man with two women. These sexualized advertisements can be mostly found in print magazines while their commercials can be found on TV during programs such as the super bowl, a time when people are most likely drinking and in an influenced state. Although their TV commercials are more focused on the elegance of drinking their vodka instead of the sexiness of it.   

In the advertisement I attached above, I pulled from their print collection which is all highly sexually suggestive in manner. In this one specifically, they are advertising their new SKYY Vodka Infusions Line Cherry. You are able to see the well-known cobalt blue bottle in the center with two female profiles off to each side, they both have a cherry in their mouth with the stems still connected lined up in the center of the bottle and a tagline of “Go Natural”. All of these elements combined leads to an effective sexually suggestive advertisement. The bottle being the shaft of a penis and the cherries being two testicles, if being blunt. This is only one of many SKYY Vodka print ads that have sexually charged pictures on them. Others include grape vines being used as restraints, half naked women in sexual poses, men surrounded by women, women dominating men, etc. If you would like to look at them all, I highly suggest checking out http://www.survnow.com/blog/the-13-sexiest-skyy-vodka-advertisements/ to see the actual pictures of what I mentioned. All of these advertisements are intended to grab the attention of young professionals because their use of sexually charged material and additional use of professionalism which generally is used to target a younger audience that can be more influenced into buying their product. According to the Journal of Public Policy and Marketing;

“A review of the neuroscience, psychology and marketing literatures concluded that adolescents, because of how the human brain develops, may be particularly attracted to branded products such as alcohol that are associated with risky behavior and that provide, in their view, immediate gratification, thrills and/or social status.” (C. Pechmann) 

The ad’s SKYY releases show this use of risky behavior in a sexual way and show the pleasure of what is achieved when drinking their spirit. This tactic is aimed towards the young and influenced.  

Now, you’re probably wondering why is this product advertised in such a way that aims to attract its viewers even though this product is considered a drug and only legal to those over the age of 21 in the United States. Well, truth behold, the alcohol industry is primarily focused on getting their consumers hooked and wanting to buy more, but what YOU as the consumer don’t know is the real story behind the process of making this addictive substance.  

Based on Livescience.com, Vodka fermentation is a process that has been around since the medieval times and now approximately 1.2 billion gallons is downed each year from consumers which makes it the world’s most popular spirit. Vodka is made through the fermentation of grains, potatoes, fruits, or just plain sugar…literally any foods that contain starches or sugars. While the fermentation creates a product that is only 16% Alcohol By Volume or ABV which is a relatively low percentage, the vapor the fermentation process creates gives off a product that is 30-40% ABV giving us what we know as Vodka!  

When consuming alcohol this drug is quickly dispelled into the bloodstream, with 80% of it getting absorbed through your small intestines and 20% through your stomach (science.howstuffworks.com) the feel-good chemical known as endorphins, which are linked to the reward centers of your brain are released and many consumers often experience feeling of euphoria, excitement, sometimes confusion, and stupor when your Blood Alcohol Content (BAC) increases. This feeling that I am describing is what we know as being “drunk” which can sometimes be a destructive thing. Those feel good chemicals can become highly addictive if alcohol consumption is abused which can lead to addiction, health problems such as liver disease, and the destruction of your family. These are all the things alcohol advertisements do not want to tell you about because it would destroy their industry. What SKYY doesn’t advertise is the adverse effects of long term consumption of their product and the ugly truth behind what drinking alcohol does to the insides of your body. 

In the SKYY Vodka advertisements, they use multiple techniques to draw in their consumers “to the dark side” such as distorted presentations, intriguing visual imagery, amped up usage of what it’s like to drink their product, sexual innuendos, and more all to grab the attention of the viewer with the hopes of turning that viewer into a consumer. These tactics are all very deceptive now that you know the true effects of alcohol and how it created. These companies such as SKYY are looking to keep those issues on the hush hush because it is bad for business to advertise the negative effects of their product, just like any other product out there. If there is a chance that their product harms their buyers and consumers then why would you advertise that to the public?  

Now the final question is, is whether or not I would recommend this drug to someone…and the answer is yes, but each patron that decides to use this drug should be aware of its effects and what it can do to the body and mind just like every other drug out there. Be well informed of what you are using and know the right amount you can consume based on your body size and weight. Do your research before doing anything you are unsure of and know the facts! But also, and most importantly be safe and have fun! 🙂 

Best,  

Skyler Caldwell-Olsen  

 

References: 

“About.” SKYY Vodka, www.skyy.com/about/. 

“Our Mission and Values.” Our Mission and Values | Campari Corporate, www.camparigroup.com/en/our-group/our-group/mission-and-values. 

Surv. “The 13 Sexiest Skyy Vodka Advertisements.” SURV, 19 Dec. 2014, www.survnow.com/blog/the-13-sexiest-skyy-vodka-advertisements/. 

C. Pechmann, L. Levine, et al., “Impulsive and self-conscious: Adolescents’ vulnerability to advertising and promotion,” Journal of Public Policy and Marketing24(2005): 202-221. 

Dhar, Michael. “What Is Vodka?” LiveScience, Purch, 18 Nov. 2013, www.livescience.com/41298-what-is-vodka.html. 

Boyles, Salynn. “Why Is Alcohol Addictive? Study Offers Clues.” WebMD, WebMD, 11 Jan. 2012, www.webmd.com/mental-health/addiction/news/20120111/study-sheds-more-light-on-why-some-get-alcoholism#1. 

“What Makes Alcohol So Addictive? | Rehab International | Drug & Alcohol Rehab Guides.”Rehab International, rehab-international.org/blog/what-makes-alcohol-so-addictive. 

Freudenrich, Ph.D. Craig. “How Alcohol Works.” HowStuffWorks Science, HowStuffWorks, 21 Dec. 2000, science.howstuffworks.com/alcohol.htm. 

The Changes in Alcohol Advertisements

gerhare2 Alcohol, Uncategorized

Hydrate Generously | Drink in Moderation — Crown Royal

Crown Royal, a Canadian whisky company, has presented itself to a new audience in their Hydrate Generously commercial campaign. This drug ad of interest is the first of its kind: a hard liquor advertisement during a regular season of NFL games. Generally, when alcohol advertisements are played during a football game, they’re generally a beer or hard cider, where the alcohol content is around 4-6%; Crown Royal, however, has an alcohol content of 40%. I decided to focus on alcohol advertisements as they’re normalized throughout American society, especially in sports settings. Alcohol is widely accepted in our modern society, despite its risks to our health. Though it’s the number one abused drug in the United States, it’s still heavily accepted and widely available and accessible.

The alcohol brand was introduced in Canada in 1939 and has been available in the United States since 1964, and since then has become the top selling Canadian whisky in the nation. The company is currently owned by Diageo, a major alcoholic beverage distiller and major producer of beer. Along side Crown Royal, they own brands including Smirnoff, Baileys, Guinness, and Hennessy. Their slogan, “Celebrating Life, Every Day, Everywhere” is in regards to their business dedicated to alcohol and the assumptions that drinking is always a positive, party experience. Crown Royal itself, however, appears as though it doesn’t have a mission or slogan and that it varies from advertising campaign. In terms of their most recent campaign, their slogan is “Hydrate Generously”, encouraging people who drink alcohol to drink in moderation and to stay hydrated as well.

Unlike beer commercials played during football games, that generally focus on on the fun, party side of drinking, Crown Royal takes a different approach by making a football reference of the water boys on the sidelines. This advertisement even put out a season-long campaign, where Water B.O.Y.S. (Beverage Offsetters at Your Service) would distribute water during football games, tailgates, sports bars, and in rideshare vehicles, such as Lyfts or Ubers. Pictured in the commercial is a coach and Water B.O.Y.S. practicing techniques to squirt water into mouths. The first words of the advertisement are “It’s a life and death situaion. You have one of the most important jobs in the whole stadium. […] We need to make sure the fans are moderating their drinking and hydrating.” Because this advertisement was played during a football game, the intention is to mirror a football practice; this would, of course, grab the attention of football fans and those who are partaking in drinking while watching the game. Typically, those who watch football games take it very seriously. This advertisement plays off of that and encourages the intended audience to take their safety seriously as well. The last line of the advertisement is “Water is literally life”, tying the idea altogether that taking breaks between drinking alcohol is vital.

Although this Crown Royal ad is fairly ahead of its time and encourages the target market to take care of themselves while drinking, it completely ignores why it’s important to drink water and stay hydrated. Additionally, they don’t state the dangers that need more than just water, such as drinking too much and what it does to your body. Alcohol’s active ingredient, ethanol, “directly influences the stomach, brain, heart, gallbladder, and liver. It affects levels of lipids (cholesterol and triglycerides) and insulin in the blood, as well as inflammation and coagulation. It also alters mood, concentration, and coordination” (https://www.hsph.harvard.edu/nutritionsource/alcohol-full-story/). Alcohol intake effects everyone differently, therefore making the phrase “Drink in Moderation” arbitrary. Perhaps a more effective way to promote Crown Royal and still have the important safety message would be to encourage finding what “moderation” is in each person. This varies by age, weight, height, genetics, and gender. The phrase “drink in moderation” is often thrown around in regular life, though few truly understand what it means in terms of their own body and limits. Though ethanol itself is non-addictive, the reaction the molecule has with neurotransmitters is. Over 18.2 million Americans suffer from alcoholism and 1 in 3 violent crimes involve alcohol.

This Crown Royal Canadian Whiskey advertisement uses visual imagery to get its point across. People, specifically Americans, take football and other sports very seriously. This advertisement creates the allusion that people should care that much when drinking, as well. I would argue that this advertisement is fairly transparent. It encourages those who are drinking to take care of themselves while engaging in drinking alcohol, and even created a real-life Water B.O.Y.S. program as mentioned previously. I, however, would argue that Crown Royal is using safety as a selling point, rather than having genuine care for their potential customers. Because Crown Royal is a part of the massive, multi-billion dollar beverage company, Diageo, it’s hard to believe that safety is their first priority. As I stated earlier, this advertisement is the first liquor commercials to be shown during a regular NFL season. Maybe a socially responsible advertisement was easier to be approved for football games, rather than the liquor’s beer and hard cider counterparts, where they can show partying and attractive people.

Overall, I believe that most everything can be good— or harmless, not necessarily good or better— in moderation, and this includes drinking alcohol. However, moderation means different things to different people and varies from person to person. Though there are studies that link potential health benefits to drinking alcohol, such as an “inverse association between moderate drinking and risk of heart attack, ischemic (clot-caused) stroke, peripheral vascular disease, sudden cardiac death, and death from all cardiovascular causes” (https://www.hsph.harvard.edu/nutritionsource/alcohol-full-story/), as well as some links to improving digestion and a more positive well-being. I wouldn’t necessarily recommend drinking whisky to my peers or family, as its intention isn’t to heal or improve health. I would, however, recommend friends and family to find their maximum amount of drinks they can have before negative effects ensue and how it can effect them, both emotionally and physically.

Sources:

Schultz., E., & E.J. Schultz E.J. Schultz. (2017, September 07). See the First-Ever NFL Regular Season Liquor Ad. Retrieved November 08, 2017, from http://adage.com/article/cmo-strategy/nfl-regular-season-liquor-ad/310381/

C. (2017, September 08). Hydrate Generously | Drink in Moderation | Crown Royal Water B.O.Y.S. :60. Retrieved November 08, 2017, from https://www.youtube.com/watch?v=5jBHILZvm04

Alcohol: Balancing Risks and Benefits. (2016, April 12). Retrieved November 08, 2017, from https://www.hsph.harvard.edu/nutritionsource/alcohol-full-story/

Kirkpatrick, D. (2017, September 11). Crown Royal airs first regular season NFL liquor ad. Retrieved November 08, 2017, from https://www.marketingdive.com/news/crown-royal-airs-first-regular-season-nfl-liquor-ad/504626/

Why is Alcohol Addictive? What Makes it Addictive? (2016, October 25). Retrieved November 08, 2017, from https://www.quitalcohol.com/information/why-is-alcohol-addictive.html

Who and What are you Drinking? Pick your Poison.

kerytea Alcohol

When you first look at a poster ad, commercial, or social media post, there is going to a small font written as, “Drink Responsibility.” The advertisements for alcohol have guidelines although there are many ways of bending these guidelines. When listening or observing an advertisement promoting alcohol “Drink Responsible” are written in a small font or narrated really fast. While learning about products or understanding how this will affect myself mentally, spiritually, and physically is through repetition. When advertisements promote themselves the focus is not about the negative health effects but rather the positive outcomes of the substance. Large companies have employees whom specialize in psychology marketing which target a specific area in the brain known as the Amygdala and targets the audience to function this area of the brain.

For many different cultures and demographics alcohol has different perspective for the consumptions of alcohol. From an Native American perspective, alcohol is seen as a drug that is abuse very often and it has been used a coping method for people. Today, many people have experience their immune systems and the consumption of foreign substances has an impact within their themselves. Due to the ingredients their past ancestors did not have the chemical impact within their immune system. For example the cultural difference between the consumption of alcohol has a different meaning for the Irish people and Native American people. For example Native Americans have certain plants which are used medicinally for cultural reason though from an outside perspective it is seen as a hallucinating drug which could be considered illicit drug.

In this Mount Rainer ad, is a man enjoying a scenic cruise on his motorcycle while traveling to Mount Rainer. Along with the background voice of someone going along with the motorcycle engine, “Mount Rainerrr.” There is not a message that depicts alcohol but it’s a feeling visual effect of the alcohol. In society Alcohol is a form of relaxation and a social activity. For example, imagine yourself at a barbeque enjoying a local beer then the next season would be the same idea but snowboarding or skiing with your friends. Alcohol advertisements create the idea of drinking their product will make enhance the life if you should consume their product. In this specific Mount Rainer Beer commercial was an ad of enjoyment of the view without advertising the beverage itself. If someone were to watch it, they would idolize the man on the bike and think wonderful how his life lifestyle is. In this blog, alcohol is an licit drug which many people enjoy throughout the world.

In various countries, you could be 16, 18, or 19 to enjoy an alcoholic beverage as a form of relaxation or being social with friends. The demographic Mount Rainer beer advertises toward is local consumers, colleges students (i.e. cheap beer), “mountaineers” or in general the state of Washington. When tourist visit the state of Washington along with the experiencing the rainy weather they many locals would states enjoying a local brewed beer would be an experience. The tourism of alcohol not only exists in the Pacific Northwest but is it throughout the United States. Each state is know for being uniquely different Utah, the Great Salt Lake and New Mexico is known for being the Land of Enchantment.

When you think of the Pacific Northwest there are many ways people see it. From tall evergreens trees, rain, mountains, mountain towns, and the abundance of water. Majority of the people who live and originate from the Pacific Northwest will always call it home. For example, each demographic has a representation of what makes them unique and how they represent themselves that promotes who they are and where they come from. On the Mount Rainer Beer website of has main tabs of how, when, and where Mount Rainer Beers’ originate from, “Rainer Beer brings together nature’s bounty from the great Northwest.” The audience they are capturing is sense of community and being outdoors.

http://rainierbeer.com/#products

Mount Rainer Beer began in Seattle Washington, along with being the first commercial brewing company on 1854, that is over 150 years ago! Though now the main head quarters and facility is in Irwindale, California. The website recognizes the history but will provide you the nearest store stocked with the alcohol beverage by entering your zip code. The Mount Rainer Beer Company emphasizes responsibility as, “Safe Times Make Great Times” specifically their four main ideas of what it means to be safe is:

  1. Share the Responsibility.
  2. Look out for yourself.
  3. Take care of others.
  4. Get help if you need it.

The intentions of the licit drug is supportive for making sure responsibility plays an important role while consuming the beverage along with a list of resources about the consumption of alcohol for various communities. Further promoting the beer has also gained popularity through making it to play in multimillion-dollar movies such as the Twilight saga, New Moon, Eclipse and Breaking Dawn (Part I and II).

The Mount Rainer Beer Company will be happy to have any type of promotion that will encourage people to buy the product from celebrities and/or social media. This would completely encourage the audience to go out and buy the product because there is a celebrity in the commercial. Many alcohol companies spend millions of dollars to ensure their advertisements are to promote celebrities, sex, and money. In the advertising industry many companies captures the audience through the term known as, “Sex Sells.” Through social media such as Instagram, Facebook, Snapchat or Twitter majority of the product has influenced the audience’s interpretation. In the following photo, are two bottles upside down clearly advertised as a sexual reference that promotes sex and alcohol. Markets have stated, “The celebrities, the scenery, sex sells (largest promoting in the industry), humor, actually, it is one of the strongest and most effective selling tools. The relationship between sex and marketing is a winning combination for almost any business. However, if you don’t know how to use it you ‘re risking putting off your potential customers” (2014, Kay).

The next commercial is a man and woman drinking a bottle of alcohol in a sexual manner that can impact the audience of the lifestyle the couple has experienced.

There is a part of the brain known as Amygdala’s which functions our primitive instincts fear, hunger, and arousal or in physcology marketing they call it the lizard brain. The Amygdala is humans also play a role in sexual activity and libido. The Amygdala is to function as a interpreter to react and if a alcohol advertisement promotes sex that will stimulate the brain with the result of the audience interpret their libido. In psychology marketing, “tapping into your audience’s paint points, appeal to their innate selfishness, demonstrate importance through contrast, emphasize value tangibility, focus on beginning and end, us a visual metaphor, and strike an emotional cord” (2014, Kay). For example in the Jim Beam commercial the woman pouring liquor into her and another man’s month, there is a sexual tension.

Overall social drinking has been a rare act to see growing up within my own community. If I were to recommend a type of alcohol would solely depend on the person. I could not if it were to enable or continue to hurt someone I truly cared about although it is a difficult situation to understand one’s perspective on alcohol.

References

Rainier Beer’s Official Site. (2007, November 4). Retrieved November 08, 2017, from http://rainierbeer.com/terms-and-conditions

Says, M. P., Says, H. H., Says, V., Says, C., Says, R. K., Says, V. N., . . . Says, B. S. (2017, September 09). The Reptilian Brain: 7 Ways to Engage Your Customer’s Inner Lizard. Retrieved November 08, 2017, from https://www.neurosciencemarketing.com/blog/articles/reptilian-brain-2.htm#