Ritalin

https://prescriptiondrugs.procon.org/view.resource.php?resourceID=005631

For this blog post, I chose the prescription drug Ritalin. I chose this drug because of the common abuse of it across college campuses and in society in general (along with Adderall). I chose this specific advertisement picture because it was one of the most common advertisements that came up when I searched for one on this drug.

 

The main American company that sells Ritalin is Novartis. This company has many locations around the world, including 68 in the United States. Although I found that they are the main company that distributes Ritalin, their main focuses in disease areas are cancer, cardio-metabolic, immunology and dermatology, ophthalmology, neuroscience, and respiratory. When I was going through their website and looking at each focus group, not one had a subcategory for ADD or ADHD (the common disorders Ritalin is used for). I went to subtitle for “Our Strategy” on their website. There they shared their mission for their company, “Our strategy is to use science-based innovation to deliver better patient outcomes in growing areas of healthcare.” They also had a subtitle for “Our Values.” The list of their values included: innovation, quality, collaboration, performance, courage, and integrity, I decided to look up this company in the news to see if they lived up to their own values in real life. I found that the company has recently been sued in Australia for “false or misleading marketing of their pain relief gels.” This isn’t directly tied to their distribution of Ritalin but misleading the consumers doesn’t fall into the categories of any of their values. Since that is a very recent story, I looked at Novartis’s website where they had a tab for “Media.” This tab took me to a list of news articles that praised what they are doing and how beneficial it is (this was expected considering I found it on their own website). I am not claiming that the company is bad in any way; from the looks of it, I do believe they are doing very beneficial research. I was mostly concerned that they didn’t have a direct tab to their product of Ritalin. When I searched the name Ritalin in their search bar, my result was “There are no results for your search.” I am assuming they just generate the product within their company but it is not one of their focuses.

 

The advertisement that I am using is specifically targeted at children. The main headline on the advertisement says, “Let the ADD child leave his medicine home.” I can easily deduce that this advertisement is intended for parents to see for their children. In a finer print under the picture of a young boy doing school work, it states “greater convenience,” “no medicating at school,” and “teacher and school nurse not involved.” This is intended for parents to see that this drug is designed to make their lives easier in the long run. Since this advertisement is from 1988, I assume that this advertisement was found in newspapers and magazines mostly; exactly where a parent or guardian would be looking.

 

Ritalin’s active ingredient is methylphenidate hydrochloride and is a mild CNS stimulant meant to help with attention deficit disorder, attention deficit hyperactivity disorder, and narcolepsy by affecting “chemicals in the brain and nerves that contribute to hyperactivity and impulse control.” The active ingredient in Ritalin is an addictive ingredient and is a drug of abuse. It is stated to “tell your doctor if you have had problems with drug or alcohol abuse” because of this habit-forming ingredient. The drug can cause psychosis to increase or appear when used and can cause blood circulation problems. When looking at the advertisement I am using, a lot of this information can be found on it. They have contradictions, warnings, interactions, precautions, adverse reactions, dosage, and overdose sections that cover all that information. The only problem: it is in TINY print. I had to zoom in on my computer to read it and I do not believe it would be very legible if it was in a newspaper or magazine. When I searched online for information about Ritalin, I found the same type of information plus a list of side effects. The website I used (drugs.com) had much more information on the drug than the advertisement and it was all easier to read and understand. The biggest concerns I found about this drug are the high possibility of forming an addiction and the stress it can have on the heart. If a person is a long-time user of Ritalin, they can collapse one day doing anything from a heart attack and die (this is obviously not a common situation but it is still a possibility). The advertisement provides a list of side effects (adverse reactions) that come along with the use of the drug; the most common ones being nervousness and insomnia. I am happy to say that this advertisement does box out the section called “Drug Dependence” so those who are reading know it is an important section for the reader to focus on. My biggest issue with this advertisement is that all of the important information is written in such fine print that I am unsure if a reader would be able to actually read it if it were printed out.

 

This advertisement has a couple advertising techniques. The biggest ones being an attention-grabbing phrase at the top and a picture. The picture is of a younger boy who is working on school work. I am assuming this photo was chosen to show parents what their child ‘could be like’ if they gave him/her this once-a-day drug. The attention-grabbing phrase at the top reads “Let the ADD child leave his medicine at home.” This will grab the parents’ attention because they will not have to worry about the young child getting his medication to school, the parents will not have to deal with the school nurse/teachers, and their life will be made easier. This advertisement does not use celebrities or statistics in it. I think they should considering they make the section of Drug Dependence stand out and that could easily turn away people from the product. If they make that section so known, they should also have statistics to go with it so customers know they are really taking based off what other people say and feel.

 

All in all, I am in support of this drug BUT not for children and only if it taken responsibly. Once a person is mature enough to decide for him or herself to take it, I believe it could be extremely beneficial if they have any of the conditions it is prescribed for. For children though, I do not believe it should be the ‘go-to’ option. By looking at the effects of the drug and what it can do to your body, I do not believe a high habit-forming drug should be given to young children without their knowledge of what it will do to their body. I believe other methods should be approached first and if absolutely nothing else works, this drug could be considered an option. I have personal experiences with this type of drug and I have seen it being abused by a close friend. I have also seen it help friends who take it responsibly and the way it is supposed to be taken. When I searched Ritalin in the news section of google, all the articles that came up were about people abusing the drug, or doctors getting arrested for writing fraudulent prescriptions for it. The way society is abusing this type of drug is not acceptable and needs to be handled but if it is taken responsibly and for the right reasons, I believe it could be very effective and beneficial.

 

 

 

Malibu Rum – Drug Ad Debunk – HLED 151

Malibu Rum – Drug Ad Debunk – HLED 151

Luc Carlin

HLED 151

Malibu Rum

  1. https://www.youtube.com/watch?v=1xGroEzJgYs This is an advertisement for Malibu Rum titled “The Story of Summer You”. I chose this ad because I think it does an especially good job of representing marketing tactics used by so many drug and alcohol companies, which predominantly entails trying to appeal to younger adults. This ad greatly glorifies its product, in doing so is attempting to convince viewers that their life will be more glamorous and care-free if they drink Malibu. The tropical and “summery” scenery they employ here make this ad interesting to analyze because it is a textbook example of how drug and alcohol companies are trying to appeal to people in their 20s and 30s. Many ads that are trying to sell products try to appeal to youth, and this ad is certainly no exception that, and is incredibly representative of modern marketing techniques, which is my primary reason for choosing it.
  2. Malibu Rum originated in the 1980s, and in 2002 was sold from Diageo to Allied Domecq for $800 million, according to a BBC article from 2002. A New York Times article from 2002 stated that Malibu was the third-largest rum brand in the US at the time. In a 2005 NYT article, it was announced that Pernod Ricard of France (the current owner of the rum brand) was planning to spend $14 billion on purchasing Allied Domecq, with plans “to become the world’s largest liquor company” (Kanter). The company has collaborated with celebrities such as Major Lazer, a popular musical group, for creating ads for their products. In a 2016 article, it was stated that Pernod Ricard wanted Malibu to become “the spirit brand of choice for summer” (Mortimer). Malibu is sold in most places where other alcohol is sold, and has different varieties including “Malibu Black” and “Malibu U.”
  3. The intended audience here is young adults. The ad is definitely targeted towards those who are at a point in their life where they go on loud, lively, social vacations. The ad uses the narrative of comparing “summer you” versus “regular you,” implying that Malibu is something to be drunk while in warm, carefree, vacation-like environments. Also most of the people and actors featured in the ad are young, which implies that the company is trying to appeal to younger audiences. Since the ad is a video, it most likely is aired on TV, YouTube, and other streaming services with frequent advertisements where the company knows young adults will see it. The ad also uses an abundance of lively social scenes, which further implies that it is meant to grab the attention of young people and galvanize them to drink and party and crave that sort of lifestyle.
  4. Since Malibu is an alcoholic beverage, its active ingredient is ethanol. According to Harvard’s Public Health website, ethanol affects the body in several ways, including altering mood, concentration, and coordination. Harvard’s site also lists that in terms of organs, ethanol has impacts on “stomach, brain, heart, gallbladder, and liver.” The ad definitely does not disclose any of this information, with no mention or representation of how alcohol affects these body parts, and also how it can alter your mood. Furthermore, alcohol is addictive, and Malibu is not an exception to that. The ad does have a small disclaimer at the bottom that states “Sip easily. Enjoy Malibu responsibly.” All alcohol advertisements are legally required to do this, but it is not very informative as to what exactly is dangerous about drinking. At the end of the ad, the company lists its nutritional facts, including how many calories and grams of protein, fat, and carbohydrates are in one serving.
  5. The prominent marketing techniques Malibu utilizes here include grabbing the attention of the audience, and using visual imagery to do so. The heart of this ad lies in how it uses tropical, warm scenery and a young, lively cast to set the mood of the ad and the product to appeal to a younger audience. This makes sense, as Malibu is a coconut-flavored tropical alcoholic beverage, so having an ad set in the tropics with warm weather and dancing and music just adds to the “summery”, relaxed mentality this ad is trying to create. The deceptive component of this ad lies in the fact that it shows everyone who is consuming Malibu in the video as being healthy and happy. In reality those who drink hard alcohol frequently have health problems. The ad also fails to show the risks and less glamorous side of the drink, which includes hangovers and drunk driving and other safety risks. This ad is also deceptive because it tells the audience that in order to feel happy, excited, “care-free,” and relaxed, you need to drink Malibu. It portrays that without Malibu, you are boring and moody and average, but that that all falls away when you have their product which makes you become and feel exceptional. In a 2016 DIGIDAY article, Pernod Ricard USA director of media Andre Marciano stated that the brand planned to spend 75 % of its total marketing budget on digital activities, in contrast to 60% of its total market being spent on digital advertising from the previous year. This speaks to how Malibu is using technology and imagery to appeal to its audience, especially younger Americans. “With consumers always on their mobile phones, it is the ultimate point to remind them to choose our products in fun ways,” Marciano said (Dua). This article also reiterates the fact that Malibu is clearly trying to appeal to younger generations with its advertisements. The article states, “As it does this, it seeks to increasingly appeal to a younger, over-21 millennial audience of both men and women without losing that ‘chill, fun summer vibe’” (Dua). The piece also mentions that Malibu actually has a campaign called “Malibros” dedicated to marketing their product on social media sites around the time when most college students take their spring breaks.
  6. Overall, I believe that Malibu is not as harmful as cigarette and prescription drugs that are advertised. However, it is still dangerous because it is an addictive substance, and its marketers try to distort reality by convincing their audience that their lives will improve if they use their product, in this case alcohol, which is very detrimental, especially for young people. Advertising, particularly digital advertising because it is so widely spread and seen by younger people on social media, has a great amount of sway and power when it comes to convincing people from younger generations what to buy. That being said, I think that Malibu itself, if consumed rarely and responsibly, is less harmful than cigarettes and prescription drugs. The main reason I have concluded this is because alcohol is so commonly used in social situations, and while there are addicts and alcoholics, it is possible for people to responsibly and safely drink without it taking too much of a toll on their overall health. Conversely, cigarettes and prescription drugs pose a much more serious threat in terms of addiction and health risks. Because of this, I would caution a family member or friend using it, as I would with any amount of alcohol, and warn them that even though alcohol is not as overtly addictive or unhealthy as other substances, it still poses a risk, and does also have potential to threaten one’s safety and judgement.

 

Bibliography

Alcohol: Balancing Risks and Benefits. (2016, April 12). Retrieved November 30, 2017, from https://www.hsph.harvard.edu/nutritionsource/alcohol-full-story/

BUSINESS | Diageo sells Malibu rum. (2002, February 27). Retrieved November 30, 2017, from http://news.bbc.co.uk/2/hi/business/1844577.stm

Dua, T. (2016, July 12). Why Malibu rum is spending 75 percent of its marketing budget on digital. Retrieved November 30, 2017, from https://digiday.com/marketing/malibu-bullish-digital/

Kanter, H. T. (2005, April 22). Purchase of Allied Domecq Seen Spurring Other Deals. Retrieved November 30, 2017, from http://www.nytimes.com/2005/04/22/business/worldbusiness/purchase-of-allied-domecq-seen-spurring-other-deals.html?_r=0

Kapner, S. (2002, February 27). Malibu Rum Being Sold By Diageo To Domecq. Retrieved November 30, 2017, from http://www.nytimes.com/2002/02/28/business/malibu-rum-being-sold-by-diageo-to-domecq.html

Mortimer, N. (2016, November 11). Pernod Ricard wants Malibu to ‘own all summer drinks’ and has picked Huge to push the plan through. Retrieved November 30, 2017, from http://www.thedrum.com/news/2016/11/11/pernod-ricard-wants-malibu-own-all-summer-drinks-and-has-picked-huge-push-the-plan

Best Sleep You Ever Had!?!

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

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

Yes or No, Tobacco?

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

 

The Changes in Alcohol Advertisements

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

Sleeping Pill

Sleeping Pill

 

Vicks ZzzQuil

https://www.youtube.com/watch?v=YWCApuwSP3E

The drug ad that I choose is sleeping pills. Sleeping pills are helping people to get a better sleep while they are having trouble sleeping. But there are many types of sleeping pills so it is hard to choose which sleep aid is best for ourselves. The most common one are Lunesta, Ambien, Sonata, Restoril. Some of the generic sleep aids; Zaleplon, Triazolam, Belsomra. They are different brand name with it. I choose Vicks ZzzQuil because I am similar with the brand that I usually used for my cold medicine. But I had never use sleep aid before so it good for me to learn about it. I would always used VICKS dayquil and nightQuil for my cold medicine all the time. I choose this specific ad for ZzzQuil sleep aid because it look interesting about the way they advertise and the commercial compare to the other sleep aid which this brand is try to convince more people about the medicine.

History
When I search through about the zzzquil medicine, on the websites it show the history of how it started and the different type of medicine for cold, rub that they products. “VICKS” is the brand that had many medicine for cold and others. It started in 1890s, Vicks croup and pneumonia salve by the the company VICKS usually produce cold medicine Vicks VapoRub in the 1919,

Cough drops in 1931, Sinex Nasal spray in 1959, Vicks Nyquil in 1966. It was the flu epidemic in 1918, which made the sale of VapoRub increased $900,000 to 2.9 million. Later on they change they change the company name to Vicks Chemical Company. In the 1985, the company was sold to Procter & Gamble. The company started to produced zzzquil in 2012 for the sleep aid. When I look carefully at the products it say that ZzzQuil is the number one sleep aid brand. When there is “#1 selling sleep-aid brand” which make me think that they are trying show the people about their medicine based on their brand. According to the article said that the sale for the Vicks NyQuil had sales more than $100 million ( Neff, 2012 ) They launched the products on July of 2012 and started to see that the products were good sales. I can see the reviews from the people that had used the medicine and it was helpful for them to fall asleep. There are many good reviews about it. As for credentials the brand had been products others medicines before they products the ZzzQuil.

Intended Audience
I found this ad while searching the sleep aids and it is on youtube. In the commercial there is a boss that kind of bother the worker ( Hannah). I think the commercial target to adult and people that had work, family. Because in the commercial it showing how she want to get thing done and had concern about the work that need to be done. In the same time she couldn’t fall asleep. So that is why the zzzquil is work best to have a good sleep at night. The commercial talk about the medicine work well it say “ ZzzQuil help you fall asleep less than 20 minutes” which the ads try to show that the medicine work well. So many people would buy the products. It is hard when you can’t fall asleep. I personally used to have a hard time to sleep but never use the sleep pill before. I mostly used cold medicine that cause drowsiness, sleepy after use it. But for this ad showing that there are many things that Hannah worries about for tomorrow. For that reason if she use ZzzQuil she would fall asleep fast without over thinking about her boss demand her. They want the attention from the people who had trouble sleep for example, workers, college students and full time workers. I think their idea is that how life is hard for you, you don’t have think too much there is a sleep aid that can help fall asleep without any trouble.

Active ingredients
The active ingredient in zzzquil is Diphenhydramine HCL (25mg in liquicaps) , is an

antihistamine used to relieve symptoms of allergy, and common cold. This active ingredient works by blocking a certain natural substance that your body makes during an allergic reaction. Some of the side effects are drowsiness, dizziness, constipation, stomach upset, blurred vision, or dry mouth/nose/throat ( WebMD). The maximal effect is typically around two hours after a dose and can last up to seven hours.
Diphenhydramine used for insomnia and it has sedative properties. It can cause psychological dependence and cause sedation. There are many side effects when taking ZzzQuil at bedtime, it can help fall asleep more easily. That contains diphenhydramine which can blocking histamine receptor in the brain. So, when ZzzQuil blocks your histamine receptors, it causes drowsiness to help you sleep( Rodriguez, 2016). The package have the directions of how to take it which is only one dose per day. But it is dangerous if taking the medicine with alcohol or after taking it. In the commercial they don’t tell about any of the details of side effects or what is contains in it. However when you buy the ZzzQuil medicine there are warnings, usage, and active ingredients.

The ad only focus on how the medicine work well for people who had trouble sleeping. I think it true every commercial show positive side of it in order to get a good result.

Advertising Techniques
The commercial use word that convince people about the medicine, “ fall asleep less than 20 minutes” That make people want to buy it because it is hard to fall asleep when having a trouble sleep. So if it can make people fall asleep fast like that. Personally I would use this medicine because when I have a hard time fall asleep or when I wake up in the middle of the night I couldn’t sleep at all. That is why I would buy it. For that reason which make people ask the doctors for sleep aid prescription. The attention grabber in the ad is that showing the boss is still bother the worker even when she try to sleep. Which it can happen to college students as well. I would say when people had thing to be done they would be worry about it until they are finish. I would say they did really good on the commercial which they show the problems then the had the solution to it. which the last part of it as a ZzzQuil medicine.
Another thing is that “ most sleep aid have pain medicine in it but for this medicine there is no pain medicine.” Which shows on the products websites. The words are grabbing attention to the people. There are many other sleep aids over the counter, so that’s why they would any kind of method to grab people attention to buy their medicine.

Overall Opinion
Even though I haven’t try zzzquil for sleep aid. I would recommend this medicine to a friend because it just that we have to know the side effects of it and the usage. So it will not harmful to who ask the doctor advise first then look into the information about more. Not because of commercial that I would use it. It is the brand that is why I would choose to use it. We know medicine has side effects on it, so I would not use it until I talk the doctor and do some research about it first. After I get some fact about this drug, I know that it can help sleep better. But not to use it every night. As it say on the back information of the medicine which is not for children under 12. As long as people use ZzzQuil as recommended for short periods of time, it’s not likely to misuse or dependence. And asking the doctor advice before using any medicine is the best way to prevent something that can harm to our body. I would say that not to use electronic devices on when trying to sleep. Which can help sleep better when there is no distraction.

S., J., & M. (2017, October 06). ZzzQuilTM Liquicaps. Retrieved November 02, 2017, from https://vicks.com/en-us/shop-products/zzzquil-sleep-aid/zzzquil-liquicaps

Zzzquil Oral : Uses, Side Effects, Interactions, Pictures, Warnings & Dosing. (n.d.). Retrieved November 02, 2017, from https://www.webmd.com/drugs/2/drug-161075/zzzquil-oral/details

Diphenhydramine. (2017, October 27). Retrieved November 02, 2017, from https://en.wikipedia.org/wiki/Diphenhydramine

Sleeping Pills | Sleeping Aids | Sleeping Medicines. (n.d.). Retrieved November 02, 2017, from https://www.sleepassociation.org/sleeping-pills/

Wolfson, E. (2013, May 08). The Rise of Ambien: Why More Americans Are Taking the Sleeping Pill and Why the Numbers Matter. Retrieved November 02, 2017, from https://www.huffingtonpost.com/elijah-wolfson-/ambien_b_3223347.html

Neff., J., & Jack Neff Jack Neff, editor at large, covers household and personal-care marketers, Walmart and market research. He’s based near Cincinnati and has previously written for the Atlanta Journal Constitution, Bloomberg, and trade publications covering the food, woodworking and graphic design industries and worked in corporate communications for the E.W. Scripps Co. Follow View all articles by this author. (2012, October 15). Vicks Wakes Up Sleep-Aid Niche. Retrieved November 02, 2017, from http://adage.com/article/news/vicks-wakes-sleep-aid-niche/237720/

ZzzQuil Sleep-Aid

https://www.youtube.com/watch?v=WgMoFTBX6EQ

ZzzQuil OTC Sleep-Aid

I was particularly interested in researching sleep aid medication because I have personally struggled with insomnia for most of my life. I have tried medical and nonmedical treatments including stress reduction, screen light shifting apps, melatonin, Benadryl (same active ingredient as ZzzQuil), and more. I am particularly sympathetic to the issue of sleeplessness because I know firsthand how detrimental to your health and wellbeing it can be. I also always want to be a conscious and critical consumer, particularly when it comes to medications. For these reasons I wanted to delve further into popular Sleep Aid medication, and ZzzQuil is the brand I have heard of and seen the most advertisements for. I remember seeing this add when it was airing years ago and I found it to be quite appealing. It simply shows people sleeping soundly in many different situations, and then shows a girl with bed-head waking up looking well rested and content. The video is warm and comforting looking, and quickly draws the viewer in.

ZzzQuil is a product line within the company of Vicks, which also makes cold and flu medication. Vicks has been making products since the 1890s and gained massive popularity in 1919 with their production of Vicks VapoRub which still sells today. The Vicks legacy, according to the website, “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” (1). The pharmacist Lunsford Richardson began the company in 1890 when he took over his brother-in-law’s retail drug business (2). In 1985 the brand was then sold to Procter & Gamble (2). Procter & Gamble is a massive American consumer goods corporation, which recorded $83.1 billion in sales in 2014 (3). Procter and & Gamble own other massive and well-known brands such as Tide, Bounty and Crest (3).

The ad opens to a scene in which a bottle of ZzzQuil sits on a bedside table, and man is asleep and snoring, very obviously in deep sleep. It then cuts to another man sleeping, this time while hugging a pillow with a content look on his face. Then a woman is pictured as she drops her arm and falls into a deep sleep, her mouth open and relaxed. Here there is a cutaway to a simple purple background and a picture of the ZzzQuil bottle, and the words: “Introducing ZzzQuil Sleep-Aid” Next we see a couple sleeping very heavily with their faces squished together. Then we see another man with his arms over his head also snoring. The purple screen returns with the words: “It’s not for colds. It’s not for pain. It’s just for sleep.” Now we see a young girl sleeping with messy hair, and the words: “Because sleep is a beautiful thing.” She sits up as light comes into the room and birds chirp. She looks content and well rested.

The intended audience of this ad is American adults, primarily middle aged. Most of the people shown in the video were single men, however there was one couple and two single women as well. The youngest looking person was show last and she was shown in the best light waking up with a smile. The ad seems to say: “you can wake up fresh and beautiful if you use this medication too.”

The active ingredient in ZzzQuil is diphenhydramine HCL, which is an antihistamine. Histamines are the body’s reaction to allergies and they also promote wakefulness. Diphenhydramine HCL reverses the effects of histamines decreasing allergic reactions and promoting drowsiness. This is the same active ingredient present in Benadryl, a drug promoted as an allergy medication with drowsiness as a known side effect.

Some possible side effects of Diphenhydramine HCL include dysphoria, hallucinations, heart palpitations, dizziness, anxiety, and disorientation. Maximum drowsiness affect occurs after 2 hours, and can last for up to 7 hours. One important piece of information that is not stated in the ad is that you should be able to sleep for at least 7 hours after taking it. The drug may still be affecting the body when a person wakes up if they do not take this into account. It can be very dangerous for a person to drive for instance, with diphendydramine HCL still affecting their system and causing drowsiness and disorientation.

The ad states that the medication is a “non-habit forming sleep-aid” with fine print stating that it is for occasional sleeplessness. This is deceptive and easily misunderstand able section. It is not made clear that it is has limited habit/abuse forming capabilities, and that this is only true when used as directly. Stating that it should be used for occasional sleeplessness only in the fine print is neither prominent nor specific enough to be acceptable. Many people will see the ad and believe it is safe to take every night. While the drug has limited potential for addiction, it can be used recreationally in harmful ways, and it can create a psychological dependence simply because a person comes to believe they can no longer sleep without it.

The ad uses calm, nursery like music to evoke the idea of sleeping like a baby. It pictures many different people sleeping deeply and very soundly. The people look incredibly comfortable and are all getting rest. Finally they show a young girl waking up looking rested and beautiful. The ad then says: “because sleep is a beautiful thing,” invoking the idea that you and your life will be more beautiful with the addition of ZzzQuil. The visual imagery is very calm and comforting, like you would hope your sleep would be. The morning is depicted as bright and beautiful, with the sun shining and birds chirping. The opening also placed the bottle of ZzzQuil in the foreground for emphasis before focusing on the people sleeping.

My overall opinion of this drug is that if used sparingly, it has very little potential to cause harm. I have used this drug in the past (under the brand of Benadryl) for occasional sleeplessness and have found it to be beneficial. The emphasis must be on sparingly however, because there is not enough evidence to show if the drug is safe to use long-term daily and whether it causes dependence. In conjunction with other healthy sleep habits such as turning off devices a few hours before bed, practicing stress reduction, and keeping the room dark and cool, ZzzQuil may be a safe and effective addition for sleeplessness on occasion. I believe that sleep plays a vital role in health and that once in a while we all face trouble falling asleep. If not relied on, ZzzQuil may be a beneficial drug.

 

  1. Vicks History. (n.d.). Retrieved November 02, 2017, from https://vicks.com/en-us/vicks-history

 

  1. (2017, September 19). Retrieved November 02, 2017, from https://en.wikipedia.org/wiki/Vicks

 

  1. Procter & Gamble. (2017, October 26). Retrieved November 02, 2017, from https://en.wikipedia.org/wiki/Procter_%26_Gamble

What a Snooze!

Sleep, it’s a majestic act that we do, or at least try to do, everyday. We crave it at night, and we cannot seem to let go in the morning. The best part about sleep, is that you don’t even have to do anything, and yet it is the best hobby. Your body cannot fight sleep; we are ticking time bombs that need sleep in order to recover from all the things we do in a day. However, we cannot always assume that everyone is going to get the same amount or comfort of sleep. For example, those less fortune might not even have a bed to rest on. Others, cannot physically fall asleep due sleep, even though the body relies on it. These are only fragments of examples that could lead someone to seek an aid to restfully fall asleep.

Vicks does a comical approach in influencing their audience to consider taking these sleeping aid, ZZZQuil. Of course Vicks is extremely well-known for their cough medicine, Nyquil. Another fan favorite is Vicks Vapor Rub, also mainly used for treating a stuffy or runny nose. Vicks alone has been around since the late 1800’s, that is a great amount to gain a reliable reputation and trust from consumers. Vicks originated as a small cold remedy company created by a pharmacist, Lunsford Richardson. The small company soon bloomed with the help of free samples, billboards and newspaper advertisement. Because the company was such a success, it soon started to manufacture cough drops and thus the products that are sold today.

This ad highly stands out from other sleeping aid advertisements because of the humor of the commercial and also because of the accessibility of this medication. The laughable approach makes this advertisement unique and it draws the consumer in. It creates a sense of trust and a funny, yet memorable, product to potentially use. In addition to this, the accessibility to ZZZQuil is much too easy for those over 18. The sleeping aid is an over the counter drug, with a low cost. Since the access to this drug is very convenient, it will attract a diverse population of consumers versus a prescription sleeping aid.

An aspect of this advertisement commercial that makes this product more inclusive, is  whom is in the commercial. Vicks, included potential patients that could use this mediation; this includes men and women of varies ages (all over 18 of course). Another double taking aspect of this advertisement is the execution and style of the commercial. This advertisement shows individuals in a deep sleep, deep enough where it is funny and entertaining. We all know, that no one looks like sleeping beauty when they are in deep sleep, we all toss and turn and some of us even snore. Even though the actors and actresses in this commercial look “silly”, the sleep that they are portraying looks extremely comfortable. It is an unbothered sleep that is craved by those who have a rough time falling asleep.

Because the advertisement is a commercial, it is nearly accessible for anyone who has a television. However, because of the trends of this society, YouTube has also become a popular platform that shows advertisements between videos. Thus, virtually anyone who has a television and/or computer can be exposed to this ad. Of course, it might not affect some like it does to others, for example, those who clearly have trouble falling asleep might be more inclined to try the product. And again, because Vicks has been around for a long time, it has gain the status of being trust worthy and safe, even if that is not the case.

The active ingredient in ZZZQuil is named Diphenhydramine HCL, which according to Vicks “is not habit forming”. This is a sleeping aid that helps people fall asleep quicker and stay asleep between seven to eight hours. Although it is not habit forming, it could become necessary for some consumers to use it more than occasionally. Also, an idea that must also be discussed is for those who might use this come often can create a tolerance for this medication. This could lead to other serious matters, such as maybe trying something with a stronger active ingredient. Dependency could also be generated, if the first time trying it worked wonderfully, why not continue to try it for future occasions.

An interesting point to also consider about this advertisement, is the lack of side effects announced. This add does not announce any side effects at any time during the commercial. It also excludes, how much should be consumed and how often. If consumers solely rely on the commercial, it deprives them from the entire information from the drug that must be discussed. And because there at times we have a misconception of over the counter drugs being always “safe”, some might not look into further detail on the side effects when purchasing the medicine. Nevertheless, some side effects include but are not limited to, nausea, vomiting, muscle weakness and constipation, none of which are listed in this specific advertisement.

Although celebrities aren’t used in this advertisement, or the excess use of weasel words, Vicks is still very successful in selling this product to their consumers do to their simplicity. Sleep is obviously something that we all experience, we are biologically wired to sleep when out body needs it the most. However, this ad does use excess expressions to demonstrate how powerful the product actually is, making you fall asleep no matter what. For example, a couple is shown where one person is on top of their partners face. We all know this would be very uncomfortable to sleep through, but the message is about being able to fall asleep no matter what, no matter the position. In addition to this, the ending shows a person waking up with a big smile on their face, clearly happy they took ZZZQuil as their sleeping aid. Of course, this ad wants to show only the positive aspects of the medicine, and perhaps hide some of the negative effects that could arise.

Although the advertisement is amusing and very entertaining, I do not see myself using this product nor would I recommend it to others. Dependency could be formed if the first try was a good experience. Overall, through this ad, it seems as if nothing bad could ever happen, this is due in part because no side effects were said nor displayed, leaving the consumer without the full knowledge that they need.

Although it may not be for everyone, natural remedies and other lifestyle changes could potentially help, such as teas, not eating too late at night or doing small meditations. Also, not everyone can have such privilege but, having a set routine of what time to go to sleep can also make a great impact. Other alternative could also be viewed in further detail by those who lack sleep.

 

https://www.youtube.com/watch?v=WgMoFTBX6EQ

 

Vicks History. (n.d.). Retrieved November 02, 2017, from https://vicks.com/en-us/vicks-history

 

Zzzquil Oral : Uses, Side Effects, Interactions, Pictures, Warnings & Dosing. (n.d.). Retrieved November 02, 2017, from https://www.webmd.com/drugs/2/drug-161075/zzzquil-oral/details

 

Diphenhydramine. (n.d.). Retrieved November 02, 2017, from https://medlineplus.gov/druginfo/meds/a682539.html

 

NuvaRing

The drug I chose to research was birth control. People generally think of a drug causing instant notable psychoactive effects, thus birth control likely wouldn’t be the first thing to come to mind when you hear the word “drug”. Nonetheless it is a prescription drug. More specifically, I decided to research NuvaRing. NuvaRing is a contraception method that involves inserting a “ring” into your vagina, where it sits for up to three weeks and releases a continuous dose of hormones. It has been shown to be 98% effective in preventing pregnancy. The reason I chose to research birth control is because the advertising techniques birth control companies use are always so happy go lucky, and I’ve always found them to be incredibly ironic and comical.

 

The company that invented NuvaRing is Organon. Organon is a Dutch pharmaceutical company started in the Netherlands. The company was bought by Schering-Plough which is a corporation based in New Jersey. The company has now been acquired by Merck & Co since 2009. The company specializes in reproductive medicine, contraception, psychiatry, HRT, and amnesia. The company sells to international markets. Manufacturing their drugs in numerous countries, including the Netherlands, Germany, the UK, Ireland, China, Japan and the US. According to CNN, NuvaRing is sold in more than 50 countries, and there have been over 44 million prescriptions filled for women in the US alone. According to CNN, 3,800 claims have been filed against Merck alleging that the manufacturer has “failed to adequately warn consumers about a heightened risk of blood clots associated with the use of NuvaRing”. NuvaRing has been known to have the potential to cause blood clots in its users. According to CNN, there have been handfuls of deaths reported from blood clots causing heart attacks in women who use NuvaRing. One young woman died, in 2015, from a heart attack due to blood clotting. The pharmaceutical company agreed to pay $100 million in damages, although to her family no amount of money would do any justice.

 

The intended audience for this drug is women. To state the obvious, it’s a birth control method designed for a woman. Besides that point, the advertisements are filled with women looking uncomfortable until they switch to NuvaRing, where they are free to be who they want to be, take their hair down, put some sunglasses on and sit back and relax. These women don’t have to worry about anything. They can sit back and relax by the pool! Or in another advertisement, like the one below, the woman’s mind is so jam packed with the thoughts of everyday life, that she doesn’t have any space to fit in the effort of remembering to take her birth control. Once she takes NuvaRing, she can focus on other things that fill their mind, like puppies!! These advertisements can be found in women’s magazines, TV commercials, doctors’ offices, etc.

According to drugs.com, the active ingredients in NuvaRing are ethylene vinylacetate copolymers, and magnesium stearate, which make up the physical ring itself. The ring also contains 11.7 mg etonogestrel, which is a drug that prevents ovulation, and 2.7 mg ethinyl estradiol, which is a synthetic form of estrogram. These active ingredients have been reported to have an effect on mood. Many people reported having intense mood swings. Allergic reactions and hives have also been prevalent with the usage of these drugs. According to rxlist.com, The more severe side effects have included blood clots, vaginal infections and irritation, nausea, vomiting, changes in weight or appetite, and many more.  These drugs are not considered to be addictive, but women tend to use them for prolonged periods of time that can impose serious health risks on the body. According to bodyecology.com, These health risks include, an increased risk of cervical and breast cancers, increased risk of heart attack and stroke, infertility, gall bladder disease, and many more. To be completely fair and honest, the NuvaRing.com website does make it pretty clear that there may be risks associated with their product.

The advertising techniques they used were all enlightening. They chose bright happy colors, the sun was shining, the women are singing and swimming, and when the lady finally “breaks away from her daily birth control” she’s free to let her hair down and kick back by the pool where she is served a refreshing drink (with a lemon in it!) by a handsome man. These of course are all deceptive. Starting NuvaRing is not going to have men serving you drinks by the pool. You’re not anymore “free” than you were beforehand. You won’t automatically gain the self confidence that is portrayed by the main actress. In another advertisement, on their website, nuvaring.com, they are portraying this woman as “busy”, with so many things filling her mind. Those things just so happen to be a puppy and some groceries, which in my opinion is promoting the gender stereotype that women belong in the kitchen. But after using NuvaRing, the women is seen meditating, she is now mindful and at peace, filled with blue skies and lotus flowers.

 

To be completely honest, I have a pretty neutral opinion on the drug. I personally don’t have any experience with this drug, so I don’t have any personal advice or experience to give. I have heard success stories and horror stories from women who have used this drug. For some people it is very convenient and works really well for them. For others, they experience horrible side effects, and for a select few, they even faced death. I think deciding to use this drug all depends on personal preference and what you think is best for you. Everybody’s schedules, priorities, and situations are different. For me personally, I don’t like the idea of a foreign object being inside of me for long periods of time, and the heightened risk of blood clots that have been reported by many, doesn’t seem worth the risk in my opinion. Although all birth control methods come with a “risk”, the risk has been said to be significantly higher with the use of NuvaRing in comparison to other contraceptive methods such as the patch, or the pill.

 

References:

Kaye, R., & Shepherd, S. (2015, April 07). Families, lawsuits, raise questions about NuvaRing. Retrieved October 25, 2017, from http://www.cnn.com/2015/04/06/us/families-lawsuits-raise-questions-about-nuvaring/index.html

Common Side Effects of NuvaRing (Etonogestrel, Ethinyl Estradiol Vaginal Ring) Drug Center. (n.d.). Retrieved October 25, 2017, from https://www.rxlist.com/nuvaring-side-effects-drug-center.htm

How NuvaRing Works. (n.d.). Retrieved October 25, 2017, from https://www.nuvaring.com/how-nuvaring-works/

The Dangers Every Woman Needs to Know About the Birth Control Pill. (2011, April 27). Retrieved October 25, 2017, from https://bodyecology.com/articles/dangers_birth_control_pill.php