Advertising to the Consumer
Get a copy of any magazine and find an advertisement for health products. Select one ad. In your opening paragraphs identify the source and the date it was published. Then describe the product.
Proceed to answer the following questions:
To whom is the advertisement directed (who are the intended readers)?
How did they try to catch the reader’s attention?
Are scientific or pseudo-scientific terms used?
Are "weasel words" or disclaimers used?
If the product is purchased, is a "free" item included?
Is there a money-back guarantee?
Is there a cultural or religious association with the product?
Is any scientific proof of safety or effectiveness cited?
In your concluding paragraphs include the following:
Assume you are a health communications expert. How would you rate the effectiveness of the advertisement?
As someone pursuing academic preparation in the health science field, do you have any concerns about the advertisements?
ASSIGNMENT EXPECTATIONS: Please read before completing assignments.
Assignment should be approximately 3 pages in length (double-spaced).
Please use major sections corresponding to the major points of the assignment, and where appropriate use sub-sections (with headings).
Remember to write in a Scientific manner (try to avoid using the first person except when describing a relevant personal experience).
Quoted material should not exceed 10% of the total paper (since the focus of these assignments is on independent thinking and critical analysis). Use your own words and build on the ideas of others.
When material is copied verbatim from external sources, it MUST be properly cited. This means that material copied verbatim must be enclosed in quotes and the reference should be cited either within the text or with a footnote.
Use of peer-reviewed articles is strongly recommended. Websites as references should be minimal.
The following items will be assessed in particular:
1. PRECISION: Each of the questions of the assignment is specifically addressed in the paper.
2. CLARITY: The paper reads clearly (i.e., it is not confusing) and is well-structured.
3. BREADTH: The paper presents appropriate breadth covering the questions of the assignment.
4. DEPTH: The paper presents points that lead to a deeper understanding of the matters and/or issues being discussed and integrates several points into coherent conclusions.
5. CRITICAL THINKING: You set aside your own personal biases and instead approach the subject matter using available scholarly evidence. You consider the strengths and weaknesses of competing arguments/perspectives on this topic. Having read these scholarly sources, you make a judgement as to the merit of the arguments presented therein.
Keep in mind that "A" papers are truly exceptional works that go beyond simply answering the questions.
Module 4 Resources
Detwiler, J. (2009). Most Dangerous Health Scams. Retrieved July 1, 2012 from http://www.forbes.com/2009/01/03/dangerous-health-scams-forbeslife-cx_jd_0105health.html
Harvard School of Public Health (2010). Assessing and Developing Health Materials. Retrieved July 1, 2012 from http://www.hsph.harvard.edu/healthliteracy/practice/innovative-actions/index.html
Explore the range of sales and marketing approaches used to push unproven remedies.
Explain how fraudulent practitioners use the technique of misdirection when dealing with critical comments.
Discuss why consumers should (or should not) get their health information from the popular media.
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