Recently I saw something on line that said something like “All the drug ads on TV like for the first 10 seconds tell you its name and then like spend the rest of the time like daring you to take it.” Like I said it was on line. Like what did you expect? But, it raises a good point. No, not that drug manufacturers are daring you to take their product. Why isn’t everything else advertised like that?
First a little background about prescription drug advertising on TV, in magazines, on-line, or anywhere else they are targeted “direct to consumers” — it shouldn’t happen. Back in the days when drug companies were run by people with pharmacy degrees and hospitals were run by people with medical degrees, marketing was pretty straight forward. Drug companies got approval from the FDA for a drug which included its official product information and that included what had to be mentioned in all marketing material. This included but was not limited to indications (what it is used for), contraindications (when it should not be used), warnings (what might happen if dosed and monitored inappropriately), and side effects (adverse or unexpected reactions that occurred in more than 0.1% (1 in every 1000) of the participants in post-approval/pre-marketing controlled drug studies). The material was typically presented in pages of information and a presentation lasted anywhere from 30 to 50 minutes. The target audience was doctors and pharmacists who spent years studying these things, understood the language, and often challenged the information as presented by the marketing team, also people with health care related degrees or experience.
Then about 20 years ago drug companies started hiring people with business degrees to run their business. They may have had a background in selling fast food french fries and thought there was no reason prescription drugs shouldn’t be sold the same way. This ignored the fact that they were now targeting an audience of people who could not legally walk into a store and buy their product without a prescription. The FDA, medical organizations and pharmacist organizations disagreed with direct to consumer advertising, not because they wanted to “control” the prescription drug market but because it was establishing a dangerous environment. But the Federal Trade Commission (FTC), made up of business people, said sure, why not, it will create competition and keep prices down. Recognizing that the FDA had regulations requiring what information had to be present in marketing material, the FTC thought those were good things people should know and that’s why there is now a demand for fast, low talkers to do the voice-over for prescription drug ads on TV.
Now, back to my premise, if it’s such a good idea why not make all advertising follow a similar structure. With that understanding, I now present the way consumer goods and services should be advertised. In the spirit of the FTC mandate I’ll just note the disclaimers. The creative teams can use the rest of the 15 second spots however they would like. Please note that some of the required language might mean the advertising budgets may require some expansion to reflect longer ad time buys and since we know that companies don’t spend money they cannot recover, there may be a corresponding increase in product pricing.
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Fast food french fries (with or without bacon)
Do not take if allergic to potatoes, oils used for frying which may change without warning, or pigs if using the bacon version. May cause high cholesterol including high good cholesterol and high bad cholesterol. Do not take if using blood thinners. People with high cholesterol, high blood pressure, uncontrolled diabetes, excess body fat, or uncomfortably tight clothing should consult the fry cook or counter person before consuming french fries. May cause bloating, nausea, headaches, or weight gain. Do not continue use if you notice ankle swelling, excess sweating, or shortness of breath after eating. If taking with bacon do consume if you are vegetarian, vegan, or kosher.
Light beer
Do not take if allergic to beer or any ingredient in beer. Do not take if also taking blood thinners, analgesics, antibiotics, sedatives, anti-depressants, narcotics, illegal drugs, or drugs used for diabetes or high blood pressure. May cause inebriation which can lead to embarrassing questions or answers, karaoke or karaoke style singing, chair dancing, and loss of bladder control. May cause double vision, slurred speech, or drooling. Do not operate a car, heavy machinery, or juke boxes. Consult spouses, partners, or significant others if you cannot remember where you parked. I’d you do not remember where you parked and stumble upon your vehicle, do not drive. Tell yout server if you become nauseous. Quickly.
All-season radial tires
Do not use if allergic to tires. Requires proper inflation and periodic monitoring. Do not use if bald (the tire, not you), bulging around the middle (again the tire), or if taking beer, wine, or liquor (that’s you). Doing “donuts” in the parking lot will decrease usable wear.
Medical Marijuana
[You know it will only be a matter of time before it or “Recreational” varieties are directly marketed. Oh quick, what’s the difference between medical and recreational opiates. Uh huh.]
Do not use if allergic to marijuana. May cause you to impersonate medical personnel. Is not a cure all. Notify your dispensary of…well it really doesn’t matter because they aren’t medical people and won’t have any idea of what you are talking about anyway but notify first responders and emergency room personal that you take “medical” marijuana when they ask you about drug use.
Cauliflower rice
Do not use if allergic to cauliflower. May cause gastric bloating or flatulence. Do not take if using blood thinners. Although not intended as a weight loss product, cauliflower rice may cause a feeling of fullness decreasing any pleasure in eating. Not intended as a replacement for pizza crust.
Political Ads
What you are about to hear is a lie.
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If you agree this is a good idea please write to your congressman or senator. They can use a good laugh too.
Just over the weekend I was watching the 1974 Best Foreign Language Film winner, François Truffaut “Day for Night.” (Reading maybe as much as watching as my French comprehension was never as good as my high school grades suggested. Hooray for subtitles.) As the credits rolled (before the movie as they should be) after the acteurs, among the équipage, and before the producteur and the réalisateur was “Script Girl,” just like that, en anglais, capitalized, and in quotes.
Another perfectly good word is “exchange.” This word even has the dictionaries agreeing there is little room for ambiguity. “An act of giving one thing and receiving another (especially of the same type or value) in return” is the number one definition in the Oxford English Dictionary, and except for references to where stocks are traded and a short conservation or argument, every reference to “exchange” is pretty much the giving and getting of something similar. Our general use of the word confirms that. Next week, if next week was fifty years ago, elementary school kids across the country will hold a “Valentine Exchange” at school and everybody gives and gets happy heart shaped cards. (Who knows what they do today.) Just a couple months ago at Christmas time you may have participated in a “Holiday Gift Exchange” at work when to keep in the spirit of exchange a dollar amount was stipulated. Even businesses know that to be an exchange a transaction must be of equal value. Gold and jewelry exchanges all over swap fresh money for old gold at a specifically noted “rate of exchange.”
I think everybody in the world (except San Diego) can honestly say “if you don’t like the weather just wait a day, it will change!” but this is ridiculous. It’s also not uncommon. Without trying to annoy the climate change crowd or those who feel climate change is a socialist plot, the world is not made for stable weather patterns. It’s a not quite spherical orb spinning at a not quite constant speed on a tilted axis while revolving around a not consistent heat source on a not quite regular ovoid orbit. If you don’t believe me I give you from prehistory the Sahara Forest, from modem tourism the Great Lakes, and from calendar makers’ nightmares throughout time leap year.
It doesn’t help that there are no federal guidelines for bathroom tissue roll sizes. Double, triple, giant, mega, mega plus, and super were the adjectives in use in that aisle but even when used by the same brands, the same moniker did not represent the same number (numeral?) of sheets per roll. One package of Mega Rolls boasted 308 sheets per roll while another claimed 348 sheets per roll. Double Rolls had either 148 sheets or 167 sheets. None of that made it easier to figure out if 9 rolls for $9.45 was a better value than 12 rolls for $11.45. New math said “x is greater than y when the intersecting sets represent the lesser value of the total compared to the greater value of the sum of the variable(s) represented by the equation,” but old arithmetic said “Hold on there, Baby Bear. That’s not just right.” (If you are trying to follow along without a program, although everybody used it as a basis for comparison, I never found a roll claiming to be “Regular.” Not a good thing not to be amidst all that toilet paper.)
I really think somebody needs to get on this problem of where did all the degrees go and did they take the temperature with them. The next thing you know, the laws of physics are going to be broken left and right. Imagine if surface tension decided it wasn’t going to hold fluid in place any more. Your eyeballs would slide right out of your head. I’m sorry if that doesn’t paint a very pretty picture but you won’t be able be able to see it anyway. What if objects just stopped have equal and opposite reactions? The entire fireworks industry would come to a screeching halt. Actually it would just come to a halt. The screeching wouldn’t happen because things in motion like the fireworks industry wouldn’t experience momentum nor stay in motion so nothing would resist its stopping, thus no screech. (Ha! See, I can still science!)
I think hats are fine. Yes it could be construed as shallow and unduly concentrating on appearances, but in my opinion there aren’t many people whose looks couldn’t be improved by covering parts of their heads.
That’s when I had my epiphany! Umm, epiphany with a lower case “e” as in “ah ha!” not the upper case “E” holiday we just observed. So… when I purchased the vehicle it came with two sets of key and fob. Since there had been only one of me since the purchase date that meant there was still a fob out there with unpressed buttons and therefore, based on my limited knowledge of battery power, quite nearly a full charge (quite near fully charged?). But where?
I’m not sure how I became a glitter magnet but I am. I can’t even drive past a Pat Catan’s or Michael’s without the stuff flying off the shelves, out to parking lot, through the car vent, and forever attached to me. It won’t wipe off, rub off, wash off, or as previously noted loofah off. Typically it wears off 8 to 12 weeks after bonding, so as long as I can stay out of glitter’s way on New Year’s Eve and Ground Hog Day I should be glitter free by St. Patrick’s Day and just in time for green glittered shamrock headbands.
On the other side of the ledger, “You’ve Got Mail” and its grandmovie inspiration “The Shop Around the Corner” are probably the most Christmas centric movies that never get credit for being Christmas movies. The story of two people who cannot stand each other’s’ physical beings but are head over heels over the inner selves they anonymously reveal in letters between pen pals (in 1940) and by email (when we get to 1998) culminates on Christmas Eve with each pair expressing their love for the people they really are, not the people they thought they knew. That’s the spirit Christmas.