Commercial Seductions

A few days ago I discovered that Chris has elected to control much of his health through drugs. I *thought* he was keeping his promise to try diet and exercise first so this was quite a shock. Since 100 percent of his "issues" are lifestyle related and since I believe that pharmaceuticals are important but should not be a crutch, we are having a difference of opinion.

I'm trying hard to understand but I'm failing. He feels like the choice he made is essential to saving his life. I feel like it was weak.

The liberal part of me acknowledges that this is his choice and it isn't my business. The part of me that is pure woman is disgusted by what I consider to be weakwilled. To keep from exploding over and over I have to not think about it.

Tough if you are watching any amount of TV (ironically its own special player in this drama) because the commercial lineup is roughly 60 percent drug company sponsored. As I sit here 3 of the last 4 commercials have been for the following:

Crestor

Lipitor

Viagra

Lipitor is one of the components of his drug cocktail and the one I most object to given its side and cumulative effects. But there sits a man about Chris's age and he is discussing how important it is to him not to have a heart attack. How he is doing this for his wife. He is so convincing it's hard not to be sucked in.

He is exactly the kind of role model men all over the country would follow, the 2009 version of the Marlboro Man.

I'm not an Ad Man but I've touched the industry in my practice and I'm familiar with the concepts of hook and hold. I've been closely involved a couple of campaigns (product and services) and I know the first step is to identify your target audience.

There is no question in my mind that these commercials are just like any commercial for a product upon which profit is the goal.

And they are effective.

This afternoon I was going through a pile of magazines and found an ad for Viagra. It was about having "that talk" with your doctor. A full page ad. It resonated with me because frankly, cholesterol, and high blood pressure aren't the only problems a man like Chris has when they are nearing 60.

What I don't understand is why the ads aren't geared toward women and why they don't say "how to have that talk with your man?"

Oh wait, I know...*we* aren't the gullible ones.

Until we become mothers and we are told to shoot our daughters up with Guardisil in all of its minimally field tested with no long term impact studies conducted. Because we should trust our daughter's fertility to the motives of profit just because a commercial, or a doctor who recently had lunch with a drug rep, told us to.

Personal responsibility has many faces. It starts with asking the hard questions and not falling for the advertisers story telling.

Cigarette anyone?

NL