Word: drugging
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...recorded ads for Ambien and Lunesta, both popular sleep aids. (Here's a link to a version of the Ambien ad - similar to, but not the actual ad Day studied.) Each drug ad mentioned five side effects. The Lunesta commercial's narrator spoke at the same syllable-per-second clip for the entire ad; the Ambien ad's voiceover speed was about five syllables per second during the explanation of benefits, but accelerated to eight syllables per second when explaining the potential side effects. In a test of viewer comprehension, Day found, predictably, that people remembered far fewer side effects...
...reviewed a 2005 version of the Nasonex ad and found that test subjects had difficulty recalling the side effects mentioned in the commercial. (Here's a link to an early version of the ad, not the specific commercial Day studied - drug-makers continuously tweak ads after they're launched.) When Day studied the 2005 ad, she found several visual distractions that influenced viewer comprehension. During a voiceover about side effects, the bee flew from side to side, its wings flashing and flapping nearly four times per second. At the end of the commercial, when a voiceover talked about the benefits...
Among DTC ad makers and drug companies, the Nasonex bee, created by ad giant BBDO, is something of a celebrity. (A version of the Nasonex bee ad was the most remembered new drug ad of 2007, according to IAG Research, a subsidiary of Nielsen.) In one version of the ad for the prescription allergy nasal spray, a cartoon bee - sometimes voiced by Antonio Banderas - flies around the screen discussing his own allergy problems, then, after a spray of Nasonex, the bee returns to a flower, saying he is "a changed...
...that did a better job of helping viewers understand and remember risk information was for the bladder control drug Enablex, which features colorful bouncing water balloon characters. (Here's a link to a similar Enablex ad - again, not the one Day studied.) Day discovered that the voiceover speed was slower than in most drug ads and stayed consistent throughout the ad. Correspondingly, when Day tested viewer comprehension, they understood and remembered Enablex's side effect profile better than usual...
...original version of this article implied that television advertisements for Cypher were the first direct-to-consumer advertising for a medical device. Cypher was the first company to advertise percutaneous transluminal coronary angioplasty with drug-eluting coronary stents, but other types of medical devices had been advertised on television previously. Also, a previous version of the article stated that Duke researcher Ruth Day had no financial connection to the Food & Drug Administration. She has worked as a consultant for FDA in the past, but her research is not funded...