The proverbial Kowalski driving to work by car, listening to the radio and waiting for news service. Just before the forest block radio station advertising. And the listener gets the information about the wonderful specyfiku that in almost magically cure a hangover. Another increases concentration, and another help to regenerate the liver. They also learn how to get rid of problems with bloating, how to fight hemorrhoids, which take on the nerves. At another spot, wondering whether he suffers from restless legs syndrome.
Busy work during the day slowly forgets what he heard on the radio in the morning. To relax, turn on your favorite channel telezicyjny and encounters a block of advertising. He sees right away smiling middle-aged male surrounded by sexy women, and begins to wonder whether or not he could do with an adjuvant potency. Then, at the next ad ponders over whether or not caught him Halitosis and breathes in his hand nervously checking the quality of your breath. When it states, however, this issue does not affect you, you see another ad – this time on the so-called preparation. smoker’s cough or a product against excessive sweating.
So now it looks a lot of commercials on radio and television. They dominated them spots promoting drugs without a prescription and dietary supplements. Pharmaceuticals is currently one of the largest investors in the advertising industry, and the largest marketerm on the Polish market is Aflofarm Pharma Poland, which offered has 259 different products and many of them promoted in the media.
I do not even boarded number of these ads, because thanks to them earning and marketing agencies, and the media. Although Michał Nowosielski, creative director at the agency BBDO Warsaw, thunders: – Why do we allow ourselves to such a flood of advertising para-pharmaceutical products – can call them “nibylekami”. It is known that Poles are lekomanami. Companies producing all the specifics suspicious huddle on the coconuts. Meanwhile, TV stations are flooding us information about new developments still medicine in the fight against sweating or sneezing. I saw the ad blocks, consisting of several spots, most or even all concerned that category. In this context the question of why no one responds to a question absolutely reasonable – draws attention Nowosielski.
I immediately responds – just right who would be the one? Doctors have no interest, to protest and expose the truth about these nibylekach. Their popularity does not receive them, after all, bread, true competition does medicaments; word is like a different category. In turn, the advertising people are unlikely to protest against something, but what gives them big profits. We indeed are not responsible for the content of what pass. Maybe even we would like, but our customers do not give us that opportunity. So who, then, would protest ?! Ministry of Health? It’s just hear that it’s a free country, and if something is legal and approved for use, why prohibit talk about that? To tell the truth I am afraid that it is more difficult than it seems at first glance.
The weight of these ads would be annoying if not their level. One of the experts a few weeks ago on the air Tok FM stated that the level of idiocy pharmaceutical advertising has already reached its peak. This applies to both the quality of marketing communications, as well as the destination of promoted products. Because of months of spots we learn that excessively sweat a lot that we can not sleep because of the trembling legs, to have a smoker’s cough or Halitosis, etc.
– Equally outrageous is why these ads are so stupid. And it’s not about the imagined problems or parascientific giving them funny names, such as. Restless legs syndrome. By the way, is a great name for a band. It just seems to be a fairly comprehensive; New products are created either as a reaction to some real needs, or the need to have to just create. When Sony created the Walkman, people also do not need a portable cassette player which allows you to listen to music on the bus, or the subway. Not only that, when asked about such a product, expressed by him at least skeptical. His career also made a famous statement creator of Ford, who once said that if we asked people what they need, they replied that faster stagecoaches. This may seem unbelievable, but when thus invented the car, we had to create the need for a car, because the natural urge was not there. It is hardly surprising, therefore, that they do so also manufacture nibyleków – says Michał Nowosielski.
He remembers how had talked with his wife about the cure for restless leg syndrome and alleged that really such an ailment at home notes so there is nothing to cling to someone who just called. – Why is it that all these stories are so hopelessly stupid? As usual cause is complex. Firstly, in the marketing departments of pharmaceutical companies they sit largely by doctors. Is it wrong? Apparently not. But these are not people who know the communication on medicine. Therefore communicating with the customer, they try to do it as if it explained to them that sat in front of the patient. The basic challenge for advertising consider not generate interest, or even the credibility of its message, but how best to explain to the consumer what they want to push him. Among other things, because these ads are always nibyleków before their release on 100 Ways investigated. Research always destroy creativity, but those made on behalf of pharmaceutical companies are doing it with particular cruelty. Very easy to see that advertising para-pharmaceutical products are like transparent that there is in them no drama, no – as they say in corporations – suspense. Why? Since that such advertising has gone through testing, it must be clear from the first second. So if, for example. We spot about the cure for menstrual abdominal pain, the main protagonist, as he appears on the screen, immediately grabs his abdomen and makes a pained face. I then called. respondents once they know that you hurt the stomach. If an ad does not meet this requirement, it is usually discarded, or processed. As known from the outset that the advertising spot of the main character is very painful abdomen, the advent of the pakszocie, or at the end of the history of medicine was for abdominal pain, rather it will be difficult to surprise the viewer. Not really also gives you build too strong tension, since we all have from the beginning know all that, God forbid, do not come to mind something else – says Michał Nowosielski.
– In the past few years each could stand on the corner and sell miraculous remedies, which resulted in a complete cure of all possible diseases in a few days, at least until the next day targowego.Teraz that corner he moved to modern media, which are also protesting not letting go of these ads – says in turn cat Przybora of PZL agency. In his opinion, the harmfulness of this type of advertising is not easy to prove, because we do not have at least dealing with contraceptives based on radium – The unjustified is also the assumption that each recipient of advertising is so primitive that treats serious illness pudełeczkiem from the cash in a supermarket, although of course such are they also are. It is however possible that for some time after the spill advertisements for OTC hooking of the disease truly dangerous or deadly, such as smoker’s cough or neurological problems legislator annoyed though lazy to do what he comes easiest and prohibit any advertising anything that is not a slice of bread or a glass of milk – draws attention cat Przybora.
He adds that it is possible such ads do the same reason why you can clutter up the public space other ads for many years – there is no legal regulation concerning this issue and companies how are companies – are looking more and more new ways to increase sales market. – I am aware of the fact that it is much easier in theory is to limit the number of large-medium- and small-format advertising in the cities, the countryside and beyond than introduce specific legal provisions to withstand the practice of living on the advertising of pharmaceutical law. Some restrictions which were introduced for commercials pharmacy – “all medicines improperly …” do not fulfill completely its function as sound bad, mechanically and difficult to take at face value the idiotic form, which they are served. As indeed some fairly symbolic and non-functional restrictions on advertising of financial services, which serve only part of the well-being of the persons concerned. Market regulation is a serious thing and not an easy one and it all needs to develop appropriate standards for non-existent at the moment committee of lawyers, doctors and pharmacists, practitioners of advertising and confident politicians. Such a body would have executive power and such a body in Poland is not – adds Kot Przybora.
Author: Beata Goczał
More information pharmaceuticals, medicines, dietary supplements, pharmaceuticals, advertising industry, the advertising market, television advertising, radio advertising
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