I know, I know, I have touched on the subject before, but there’s another aspect of disclaimers that I would like to talk about. It’s about medication ads. For those of you who have never seen one of them, please allow me to give the three steps to
a succesful any television commercial selling some kind of medication:
- People are miserable, because they keep having those flashing red dots somewhere on their body.
- A friend/doctor/guardian angel suggests trying a new medicine, that kicks the other medicine’s rear end so hard, it will have flashing red dots for years.
- The miserable people are now happy and decided to go outdoors for a change and see their grandkids.
No news on the western front here. We’ve all seen them. The difference between American and European commercials however, is the spoken disclaimer. Now where would you add the disclaimer? Right, at the end of the product. Now where would that fit in an American commercial? Right again, during part 3! So, what surprises me about disclaimers in American ads, is that the order as described above, is now turned into:
- People are still miserable.
- They still get their new medicine.
- They can finally laugh again, despite the memory loss, new/worsening depression, abnormal thoughts, thoughts of suicide, hallucinations, confusion, agitation, aggressive behavior, anxiety, rash, itching/swelling of the face/tongue/throat, severe dizziness and troublebreathing that, according to the voice over, are happening to them at that very moment.
I know it wasn’t intented by the makers of the ads, but it gives out a nice message nevertheless.
What’s your favorite side effect?
Has this blog given you any?