Basic Needs: HealthGood health is desired by all. When Aristotle wrote about appearance and reality, he commented that most people would be content with the appearance of virtue, but wanted the reality of health. People seek to sustain life and to avoid pain. When we are healthy, we are seldom aware of the absence of pain. We are often indifferent to protecting our existing good health, or preventing future harm. But, when we are in pain or sick, we place a high priority on relief. Health-related ads are subject (in the USA) to regulations because people in pain are so vulnerable. Most commonly, these rules deal with over-the-counter drugs making overstatements about their effectiveness. Thus, the FDA requires disclosures, warning labels, and qualifications ("may help" rather than "cures") on legitimate o-t-c products. More recently, the makers of prescription drugs have been allowed to advertise directly to consumers, encouraging them to ask their doctor for a prescription. Since then, drug sales -- and profits -- have skyrocketed. This will become a future political issue related to Medicare and all health care issues. Despite the existing strong laws to prevent
hard core fraud, enforcement is difficult because so many criminals
prey on sick and desperate people (especially those dying of cancer
or AIDS), people who will buy anything that promises a cure. Every
time one scheme is stopped, another fly-by-night operation starts selling
quack medicines. Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective.
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Key Words:aids Back to: Audience-Centered Claims
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