Patterns In Medicinal Advertising Essay

This essay has a total of 1173 words and 6 pages.

Patterns In Medicinal Advertising

One of the most innovative trends in print advertising is medicine advertisement. The
content of these particular advertisements (ads) are intriguing to me. I intend to analyze
five medicinal ads to find the tools used by advertisers and to explore the positive and
negative aspects of advertising medicine through print ads for the public.


The people who develop ads to market prescription medicine products must have an inkling
of what the reader wants to see. For instance, the ads in a parenting magazine most often
target mothers. The ads in a sports magazine predominately target athletes. How do the
advertisers know what the reader will respond to?


Patterns are tools that help us to narrow our thinking down and put thoughts into
categories that we identify with. Patterns allow us to store information in blocks so that
we do not have to relearn information that has already been learned. Some patterns are
universal and most people have some categories or patterns that other people have. An
example of a universal human pattern is using language to communicate. Other patterns that
we have, may be derived from our own experience and unlike those of others. Patterns are
useful in advertising because advertisers can target their reader by tapping into specific
categories.


Perception is a person's understanding of the information they receive. Depending on their
experience or their understanding they will categorize their perception and in turn it
will become a thought pattern. For instance when a person talks to a priest their
perception of him may be that he is perfect or does not sin. They may categorize all
priests this way and not judge them in the way that they would any person who is not a
priest. I feel that patterns and perception work hand in hand. Sometimes patterns are
formed based on perception, sometimes perception is based on a pattern. What came first
the chicken or the egg? I'm not quite sure, but I do know they affect each other. Ads are
designed by using patterns that target a specific audience. The reader's perception of the
product may form exclusively based on the ad.


The patterns that I noticed specifically amongst the five medicine ads that I've chosen to
analyze is the break through effect. In one ad there was a woman with her child and they
were breaking through glass. Another ad featured a woman and her child with clear blue
skies breaking through the clouds above. The third ad has a man skiing through a mountain
of wild flowers.


The thought of breaking through something with a smile is somewhat encouraging and
enticing. Thus a reader might perceive this medicine as exciting so they may ask their
doctor for this kind rather than another kind that has been useful to them in the past.
The thought of carelessly skiing over wildflowers is also exciting and visually euphoric.


The coloring used in the ads is captivating. One ad has a sunset with the colors creating
a relaxed feeling. Brown is seems to set a pattern as an offset color in four of the five
ads. "Sky" blue is also used, it looks uplifting and freeing.


Another pattern that I noticed is the use of perfect children in the ads. These children
do not have a hair out of place or a speck of dirt on their clothing. Both the mothers and
the children in the ads are smiling and seemingly relaxed. In other words a person's
perception of the product could be that taking this medicine would create clean, relaxing
family harmony. The ads also suggest calling a toll free number to receive a coupon or
rebate

check upon purchase of their product. This is a wonderful way to get the reader's
attention, as most people respond to price reductions whether they know the product or
not.


There is also a pattern of listing how many times a day the medicine needs to be
Continues for 3 more pages >>




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