A few years ago, the producer of the Vitamin-C
supplement Emergen-C launched a new advertising campaign. The commercial linked above was included in the campaign and is still aired on television today. All
throughout class, we have considered health, illness, and the terministic
screens through which we consider them. I was particularly intrigued by idea of
the never ending pursuit of greater levels of health. This 15 second commercial
promotes some rather radical ideas about health and illness in relation to that
idea.
In my rhetorical analysis, I argue that the
commercial persuades viewers to continuously pursue greater levels of health. The commercial finishes with the statement, “to
help you come down with a serious case of healthy, Emergen-C…making healthy
contagious.” The producers seek to persuade viewer to achieve health so great
it is contagious; people cannot help but to notice it. This ideology is the
foundation of all the rhetorical devices. The character choices, scenery, music,
and visuals are all full of overflowing life and vibrancy. They all work to
promote the same messages about health and illness as mentioned above.
The rhetorical messages in the commercial are
promoting radical ideas about health and illness. Viewing health and illness
from this perspective leads to an unending pursuit of health because healthy is
never healthy enough. Even when you feel good, there is always a higher level
of health to achieve. You could always look a little better and certainly feel
a little better, especially in comparison to those around you. Even with these
achievements of “health,” people still get sick. Not to mention, people feel
guilty when they fail to be “healthy.” The pursuit of greater health is
exhausting and can leave the believers feeling quite defeated.
Discussion Questions:
1.
Through what terministic screen do you feel the
commercial is persuading you to consider health and illness?
2.
What are potential consequences of always seeking a
greater level of health?
3.
What is the definition of healthy? What role does the
absence, prevention, or elimination of illness have in the definition?
4.
Should there be regulation of direct consumer
advertising for vitamin and dietary supplements?
Personally, I don't think an individual chasing their dream of 'perfect' or 'elite' health can ever win. If you can always be better are you ever good enough? I don't think so. In fact, I agree with your statement about those pursuing the best healthy they can possibly be as feeling defeated in the end. If someone is always seeking a greater level of health, they may go to unnecessary or even dangerous lengths to reach that health status. It may even be possible that someone could actually harm their bodies with trying to reach the greatest level of health. Ads like these leave those people with the self-given image that they are never good enough, or where they need to be in life.
ReplyDeleteFor question four, I think direct consumer advertising for vitamin and dietary supplements must be regulated. While many may do their own research on a vitamin or dietary supplement prior to purchasing it, there can still be harmful facts about the drug they did not know. The drug ads must be regulated to the point that all need-to-know facts about a drug must be clearly relayed to the audience. If not, people seeking the ultimate level of health will take unhealthy drugs to reach their desired point.
To answer your first question, I believe that the commercial is influencing me to look at health and illness through a terministic screen that says, "illness can be a quick fix and you are in control." The message Emergen-C is getting across is that you can take control of your health by using Emergen-C. Also, you forgot to mention that in this commercial they use words and images that make it seem as though getting vitamin C from an orange isn't enough.
ReplyDeleteYou argued in this blog that," The pursuit of greater health is exhausting and can leave the believers feeling quite defeated." In your rhetorical analysis, did you do any research or provide any findings about if Emergen-C has studies that shows it helps people become healthier? I am interested in finding out more information about this supplement.
I feel as though this commercial is almost guaranteeing viewers that if they drink Emergen-C that they will be healthy. I think this definitely appeals to the audience because every wants a quick and easy way to make themselves better and Energen-C providing that for them. However, we all know that this is false and there are a plethora of factors that go into being “healthy.” I don’t think that there is one definition of health and that it is subjective to each individual. Everyone is different and I don’t think that they are giving an accurate depiction of the effects of their product. I think that because a lot of people who take dietary supplements don’t really have a full understanding of what they are taking, there needs to be more regulation of direct consumer advertising for vitamin and dietary supplements.
ReplyDeleteI think that one of the consequences of always seeking a greater level of health is becoming wrapped up in easy supplements like Emergen-C and losing sight of or never truly knowing how to be healthy without them. Also, when these quick methods stop working or are not producing the outcomes that you want, it could lead to more drastic measures taken, which are harmful to your health. Overall, people need to really look into what they are taken and realize the realistic effects that it will have on their health.
I would have to agree with your analysis of this advertisement and the message its giving. I think the commercial attempts to persuade viewers through the terministic screen of "you can always be healthier." Throughout the semester, we discussed in class this concept and how dangerous it can be. Along with what the previous comments say, always trying to achieve better health can hurt someone in the end. If you are never happy with the way you are, you won't ever be happy. People need to come to a point where they are content with themselves and their lives, not always trying to become healthier. It's one thing to exercise regularly and eat healthy compared to always trying to boost your exercise routine and cut down calories. I have consumed Emergen-C before, but it has always been when I feel like I am coming down with something. Although I understand that it may be able to nourish consumers with essential vitamins and antioxidants, I don't think the correct approach to advertising this is to discuss it in a way of always achieving better health. It should more be focused on getting all those necessary nutrients in one drink, instead of multiple fruits and vegetables a day (if that is not something you want to do).
ReplyDeleteIn terms of the definition of "healthy," if we remove the word illness, we are no longer always working to fight off illness, but rather stay healthy. Looking at it as maintaining health rather than constantly trying to avoid something is a much more positive outlook, and goes along with what I have previously stated about always trying to achieve better health being exhausting and potentially dangerous.
I don't think there should be regulation of direct consumer advertising for dietary and vitamin supplements. It should be the responsibility of the private sector to educate themselves on the risks of overusing these supplements. I think things like activist groups and other organizations should take responsibility to educate the public without infringing on freedoms and tax-payer money. There are definite risks that are absolutely negative, but a socially conscious private sector should take responsibility for counteracting these negative effects.
ReplyDelete