The Adman Is Coming to the Rescue of a Foreclosure-Besieged Economy
The people are not buying –Americans are not shopping as before. At this point the adman from advertising agencies is coming to the rescue of a foreclosure-besieged economy.
The adman says that everything is ‘cool’! And cool they are when treating with the most rational section of USA – the physicians. The adman directly approaches the patient boldly saying “Ask Your Doctor” while pushing the sale of drugs popular with the elderly and women in particular. The running advertisements makes one wonder if American citizens are suffering from every possible disease there is in the globe from allergies to impotency, from drooping breasts to the common cold. The advertisement for Detrol typifies the situation. This drug is supposedly used for problems relating to incontinence and overworked bladder. A happy middle aged couple is focused walking hand in hand carefree on the beach because they have found out – through their doctor of course – the magic of Detrol.
These ads sent out directly to the patients apparently seem to give important information with the backing of authority. Persuasion is used to nudge people to take the first step and knock on the doors of their physicians to find out why this drug is the best for them. In tune with regulations rapid and speedy reading giving warnings about the side effects follows these advertisements.
In advertisements focusing on behaviour the advertisements appeal straight to the emotions of people giving tickling images they have nursed of themselves in selling a costly product like a luxury car. It appeals to those who are climbing ladders to catch up with their friends and foes.
The adman makes a concoction blending emotional appeal with information. Many are roping in celebrities to push through prescribed drugs. It is a ploy that is making physicians ponder whether there is any point in combatting the pressure and thereby lose out on patients to another physician vying for clients in the same market.
The adman concentrates on two jumbo sized captive market – the children and the senior citizens. The strategy is the same in both cases – ensnare these two vulnerable sections to reach the earning generation who care for them.
But in spite of these shortcomings the advertising category is indispensable today in this free market economy. It brings together buyers and sellers as well as services and ideas. Thereby the economic and intellectual wealth of the society gets disbursed. The adman is the best friend in this time of crisis.
