Haskins presents a pretty interesting observation. Pharma advertising uses and reuses the same weak tropes. The commercials are mostly indistinguishable from one another. Pain relief, allergy medication, antidepressants; even while the products vary widly in application the commercials look to be cut from the same cloth.
But why? Advertising fortunes are made on the backs of Big Pharma contracts. You would think that all that money would buy, if not creative innovation, at least some semblance of originality. Certainly, legal compliance and federal regulations place a lot of limits on advertisers. But even considering these stringent controls, how have we ended up with so many similar ads?
I believe in many cases this startling resemblance is born of laziness. We all know what a pharma commercial looks like, because we've been watching the same one for years now. It's easy to produce this commercial and know that it's consumer-safe. It's the advertising equivalent of Jason Statham movies. Statham shows up in about three movies a year. His films are never blockbuster successes, but they always do all right at the box office. I dare you to clarify the differences between the Transporter, Cellular, War, Revolver, and Chaos (all Statham films, all pretty much about a tough-looking bald guy with a gun and an accent).
Observe:
The safety of similarity is a cop-out answer. In the end, if you have a headache, there's very little difference between Advil and Tylenol. You would think drug manufacturers would be doing all they can to separate their images from each other, but I suspect their intention is quite the opposite.
Modern pharmaceutical advertising is designed to make it difficult for the consumer to distinguish competing products from one another. By homogenizing the message, every ad you see becomes an ad for every product on the market. These spots aren't so much supposed to inform you of the benefits of a particular medicine as they are designed to remind you that you are sick, or that the potential exists for you to get sick, probably in the very near future.
Now, I'm not suggesting some malevolent advertising conspiracy; that's a ridiculous line of thinking that won't get us anywhere. It is simply worth more to get customers into the drug store aisles looking at product than it is for the same consumers to be sitting on their couch forming opinions about products. No one buys Imodium in their living room.
Consider the following scenario: You're at home after a tedious and perhaps stressful day at work. You are simply happy to have some time to relax at the end of the day. You may have some sinus pressure (or a stress headache, or minor indigestion, or whatever) but you're not even thinking about it, because you're just happy you get to watch Lost (or Current TV?) and eat some Háagen Dazs. A commercial comes on describing all the symptoms you weren't really thinking about but realizing now that you have. Now you're thinking about it, wondering if it's going to get worse. Like a cut in your mouth you can't stop playing with. Maybe you should just take something and stop worrying about it...
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