In 2009, Pfizer, a pharmaceutical company, released an advertisement to address their negative image and persuade viewers to see them in a different light. In the ad, ‘More than Medication’, negative stereotypes about teenage boys are reinforced through the use of symbolic objects, camera angles and lighting. However, it is subsequently broken down in order to create a metaphor representing how they are seen in contrast to how they wish to be seen.
The ad ‘More than Medication’ depicts a teenage boy, out late in an alley. He is dressed in dark, baggy clothing and has an eyebrow piercing. He is then seen sneaking around, spray-painting the alley walls. He appears to be jumpy and nervous, constantly checking over his shoulder. Next, he enters a house where a woman, presumably his mother, looks at him with disdain. The boy then grabs a vase off flowers and walks into the next room where he sets them down on a bedside table next to a small girl , who is hooked up to machines. He opens the curtains to reveal the alley outside and when he sits down next to the girl, they look out the window. The alley walls are then shown, decorated with flowers and the message “Be Brave”. Then a text reads ‘Sometimes it takes more than medication’ followed by the Pfizer logo and web address. How does the text inforce this …show more content…
Pfizer, however, may have one of the worst. The common American perceives Pfizer as an incredibly greedy company that profits on the pain of families. In response to this, Pfizer created this ad in an attempt to remind viewers that stereotypes aren’t always reality. We see them depict an average teenage boy who then becomes much more complex, breaking the stereotype. This boy, metaphorically, is Pfizer. Assumptions are made about this boy, as they are with Pfizer, and then the viewer is proven wrong, as Pfizer wishes to do with their
The ad ‘More than Medication’ depicts a teenage boy, out late in an alley. He is dressed in dark, baggy clothing and has an eyebrow piercing. He is then seen sneaking around, spray-painting the alley walls. He appears to be jumpy and nervous, constantly checking over his shoulder. Next, he enters a house where a woman, presumably his mother, looks at him with disdain. The boy then grabs a vase off flowers and walks into the next room where he sets them down on a bedside table next to a small girl , who is hooked up to machines. He opens the curtains to reveal the alley outside and when he sits down next to the girl, they look out the window. The alley walls are then shown, decorated with flowers and the message “Be Brave”. Then a text reads ‘Sometimes it takes more than medication’ followed by the Pfizer logo and web address. How does the text inforce this …show more content…
Pfizer, however, may have one of the worst. The common American perceives Pfizer as an incredibly greedy company that profits on the pain of families. In response to this, Pfizer created this ad in an attempt to remind viewers that stereotypes aren’t always reality. We see them depict an average teenage boy who then becomes much more complex, breaking the stereotype. This boy, metaphorically, is Pfizer. Assumptions are made about this boy, as they are with Pfizer, and then the viewer is proven wrong, as Pfizer wishes to do with their