Explainer
Storyboard Description
Movie explaining misleading adv. with prescription medication
Storyboard Text
- Introduction 1a
- Prescription drug advertising to consumers totaled over $4 billion USD in 2012
- Introduction 1b
- During 2008–2010 15,925 drug advertisements were aired during nightly news programming for 115 unique drug brands.
- Introduction 1c
- Explainer: The Misleading effects of Direct-to-Consumer Advertising for prescription medication By: Isabel Kirsch Lindsay Hunter Daniela Abravaya
- Explainer starts with startling statistics with background music and zooms in.
- Show Commercial
- Have the slide pan in and out (music continues)
- Cultivation Theory 1a
- Cultivation Theory: people who watch television frequently are more likely to be influenced by the messages from the world of television. The influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television.
- Introduce slide of our topic with our names (music continues)
- Cultivation Theory 1b
- Repeated exposure to common advertising tactics in DTC advertising, such as providing solutions for unmet needs, can cultivate widely shared views of life, including the sense that various illnesses are rampant in soci- ety or that a prescription medication could lead to a healthful, more fulfilling life.
- Show YouTube video - a compilation of prescription drug commercials. (needs to be edited because it is 6 minutes long) https://youtu.be/wCvvixHHLXE
- Introduce Cultivation Theory. (fade music back in)
- Show how DTC advertising relates to cultivation theory. (Continue music)
- Cultivation Theory 1c
- After the video says over 20 million Americans suffer from depression, edit in a text box saying "over 20 million."
- Misleading Advertising 1a
- False or potentially misleading claims appeared in 66 % of televised drug advertisements between 2008-2010.
- Misleading Advertisement 1b
- The most common were nonfacts claims (26 %) that did not make a claim about the drug itself, but instead provided an opinion about the product or linked the product with a lifestyle.
- Show Youtube video of original Zoloft commercial stating that over 20 million Americans suffer from depression - making it seem very common. https://youtu.be/twhvtzd6gXA (Music fades out)
- Misleading Advertisement 1c
- Show slide. (Fade music back in)
- Picture Ads
- Show slide. (music)
- Misleading ad 1
- Show video example of how ads can be opinion based. https://youtu.be/g3XtH_M6EXg Consumers are left to make the inference that if the drug works for the famous spokesperson, then it will work for the consumer.
- As the video is playing, point out the small print of the ad. Point out it is opinion based and using celebrity endorsement to sell the product. No real facts are used in this commercial.
- Show when after the other that pans out and then pans in, show one at a time. (music)
- In September 2009 the FDA went after Latisse’s maker, Allergan, for a Web site that downplayed the drug’s risks, which include cornea infections, hair growth outside of the treatment area and permanent darkening of eye color.
- Misleading ad 2
- Misleading ad 3
- Misleading ad 4
- The FDA complained that GSK didn’t do enough to highlight the drug’s risks, which only appeared in quickly scrolling text at the bottom of the banner. These include heart attack, stroke and gastrointestinal bleeding.
- Misleading ad 5
- The ad featured a woman suffering from chronic knee pain and suggested that Cymbalta could relieve her symptoms. But information about the drug’s risks–including nausea, insomnia, diarrhea and increased likelihood of suicidal thoughts–appeared on an adjacent page sandwiched between unrelated advertisements.
- Only legal in the US & New Zealand
- Kaletra user and former basketball star Earvin “Magic” Johnson. He suggested that Kaletra can help most or all HIV patients manage their disease. Not true, said the FDA in a July 2009 warning letter. In fact, the drug was ineffective for 37% of patients in one study.
- Solution 1
- Bayer failed to include discussion of side effects, including decreased sex drive, abdominal pain, nausea, headache and depressed mood.
- Show a slide with both maps DTC advertising is banned in all industrialized countries except for the United States and New Zealand
- Show a slide telling viewers to research medications.
- Solution 2
- Solution 3
- The End
- Slide - Talk to your doctor about ALL options
- Slide - Be skeptical, don't believe exactly what you see or hear from the advertisement.
- Cite Sources (music fades out)
Image Attributions
- Larry the Cable Guy History Channel Ad with Bad Editing - aharden - (License Attribution )
- Pills 3 - e-MagineArt.com - (License Attribution )
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