Depression

Medications for Depression in American society play the role of “cure all,” and the ability to regulate hormones such as Serotonin to better cope with the “illness.” The medicalization role is the “potential” patient seeking and possibly receiving medical attention for their symptoms. Ok, so lets say they are now a patient, the doctor tells them they are suffering with Depression and prescribes them Prozac. The Biomedicalization role is now that Depression has become the “poster illness” to promote drugs like Prozac and Zoloft, it is a mass media frontrunner to obtain more consumers and keep current consumers. Depression has been reframed as a “mental” illness that can deeply affect one’s wellbeing and overall health.
These medications Prozac, Zoloft, and now Abilify (just to name a few), is what people in our society come to depend on to keep a “healthy” balance with their brain activity and function. This is to help them concentrate and focus on daily, normal routines and activities instead of sitting around in a gloom and doom state all day. Our culture and society looks for everyone to be healthy, successful, able to go about life normally. This cannot be done if a person is withdrawn from society. Americans place value on how much a person can accomplish in his/her life. This stems from our cultures ideologies on family, success, and social life. As we saw in the Conrad and Potter reading and the Pill Popper film, it is important for us to constantly be focused on the tasks at hand and pay attention. If we need medication to achieve these goals, then we must take them. Going back to the Experiential Approach, if an individual/patient believes that a drug can “cure” them and solve the problem of their illness then they are willing to try it to make them better and healthier. Referring back to the Conrad and Potter reading, since ADHD can bring on Depression and Anxiety, Ritalin is the best drug to help control all these illnesses at one time. The Biomedicalization of Depression and ADHD directly relates to the onset of the illnesses due to a lack of the Serotonin hormone in our brains. This hormone helps to regulate attention span and focus in human beings as described in the Pill Poppers film. So, a person suffering with Depression is seen as the Dichotomy of Mind/Body through a medical professional’s perspective. The reason for this is the body cannot function properly if the mind is not functioning properly. It is truth with this Dichotomy because the brain controls all activity of the body. For example, you cannot get out of bed. You want to move, but your body is not moving. This is because your brain is telling your body not to move.
Surroudings: The woman in the program is surrounded by a dark, black hole that wants to keep her under as she wrestles with it. It looks like she is standing on a golf course or in an open grassy area
Music: Soothing music is playing in the background with guitar sounds
Text: Bold, medium font, black letters and numbers for consumers to see advertisement with no problem
The Actors: Woman (patient), Doctor, and Depression Hole. The woman spoke clearly so you can understand every word she is saying. The doctor helped the patient out of the hole. Both doctor and patient were smiling at the thought of the “miracle” help to get her out of Depression with Abilify. The Depression hole was also interested in hearing how to control it or get rid of itself altogether. The doctor presented how Abilify can help and what it is. The patient and the Depression hole takes notes. Finally, after taking Abilify, the patient was extremely happy, she enjoyed a day at the park with her family (not missing out on anymore social functions) and even the Depression hole was happy and calm
The Body Language: At the beginning of the commercial portrayed the woman as being sad, overwhelmed, and angry at the Depression hole. She gave Depression an angry look and folded her arms with disgust and madness. Depression hole was scared, but still is trying to get the woman’s attention with a sad look. The doctor came in calm with a smile and a helping hand to get the woman out of the hole. He had an excited look on his face when he mentioned and explained Ablilfy to her. The patient and the Depression hole are attentive and listening with curiosity while taking notes. At the end of the commercial the woman’s body language and posture gave an impression of freedom from Depression
The Camera Angles: Stayed directly on the woman and Depression hole’s face so the viewer can get an up close and personal view of how they were feeling throughout the commercial. Also viewed the woman’s empowerment and taking control of her health.
Advertising Strategies: To get the viewer to concentrate on how the Abilify works. The pharmaceutical company offers a free trial, the side effects are explained, the sidebar mentioning of talking to your doctor about if Abilify is right for you, the website, and phone number information is provided about the drug, Abilify’s name is mentioned several times during the commercial, focusing on the woman’s behavior before and after taking the drug, the communication between her and the doctor, and describing Depression as a deep, dark, black hole
Cultural Values and Ideologies: An individual cannot have a family, professional, social, or love life while dealing with Depression. The doctor is seen as an important figure in her life to help with and give advice about this illness. Abilify is an “extra” drug to help just in case Prozac or Zoloft doesn’t work. It is seen as necessary to take to have a normal life outside of Depression.
Social Roles: The woman is a wife, mother, seemed to be a professional, the doctor is looked upon as a guardian to save her, and she is able to communicate with him comfortably about her Depression.
Presentation of Medical Information: The name of the drug, website and phone number, all were in big, black, and bold print. The information is mentioned and presented throughout the entire commercial, clear cut knowledge about Abilify itself and its side effects, it states who can and cannot use it, mention seek medical advice from a medical professional before taking it, offering a free trial for one month (catching viewers who may not be able to afford it attention).
Doctor Patient Interactions: Patient was attentive, concern, comfortable explaining to doctor her condition, the doctor was listening and attentive to her concern, both were happy with the possibility of what Abilify can do to treat Depression.
This is the link to the youtube video for this official Abilify Commercial.

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