Latuda Advertising Analysis

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Does Latuda’s Commercial Accurately Represent The Product? Latuda is a newer drug to the market in the United States. Originally developed as an anti-psychotic for use in the treatment of schizophrenia, it has more recently been approved by the FDA for treatment of Bipolar I Disorder (bipolar depression) (Prescribing Information). Sunovion, the parent company that markets Latuda in the United States has begun focusing nearly all of their advertising on drawing patients to Latuda for bipolar depression. This is understandable as people with bipolar depression are a much broader audience than schizophrenics. Latuda’s ads air almost every evening on television during the local and national news and other evening shows. It is interesting that Sunovion chooses this time to air these commercials. What is it about that time of day that is the target demographic for this drug? Understandably, it is not really marketed towards young people and the audience for the evening news and other shows at this hour tend to be older. Drug companies should not target kids but plenty of people in their 20’s suffer from schizophrenia or bipolar depression. It is perplexing that there is not any ad money going …show more content…
The ad begins with a woman sitting and watching the sun come up through her blinds, obviously symbolizing the sun coming out when you take this drug and come out of your mental darkness. Throughout the commercial, we see this woman with the pattern of blinds on her, which is odd. She should be in full sun once it comes out from behind the clouds. When we see her through the commercial everyone else has sun on them and she still has striped of gray from the blinds. The symbolism is confusing because the stripes of darkness and light could represent the darkness of her depression and the light of her mania meaning she is not stable or that her depression is still a factor in her life, despite taking

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