Research blog: Humira

 

 


I plan on shooting a medicine commercial, specifically for Humira. Humira is the brand name for an immunosuppressive drug called Adalimumab. It is used to treat arthritis, plaque psoriasis, ankylosing spondylitis, Crohn's disease, and ulcerative colitis. The commercials for this brand, as well as many of the brands in this industry, strongly imply that taking this medication improves quality of life and personal relationships. This occurs through the suppresses or minimization of symptoms of the illness or condition. 

The commercials use a wide variety of actors without specification towards race, age, gender, or any other physical determination. Actors tend to be able bodied and relatively attractive. Many of these commercials attempt to be diverse in order to appeal to a wider audience. The costumes may include but are not limited to casual wear, sports wear, formal attire, and lounge wear. Props vary by scene but often include comfort items like food, blankets, and games. Scenes change often to include more representation and/or to tell a story. Most of Humira's commercials depict a relationship which is improved after taking their medication. This includes friendships, romantic encounters and familial, paternal and maternal bonds. The musical score tends to be instrumental and light, similar to meditation music, and used to create a sense of joy and peace.

 Humira commercials include scenes that fit a 'ideal' image, sometimes involving a transition from pain to recovery, but mostly showing happy scenes. Scenes may include children playing with dogs, people exercising, families laughing, and couples walking together. All of the commercials for Humira include a information bar at the bottom of the screen which displays the logo and additional disclaimers. These information bars typically appear after the first 15 seconds of the advertisement or when the transition from suffering to relief occurs when the medication is taken. Most of Humira's commercials use pathos.The implication of a drastic rise in living standards coupled with the scenes of happiness and contentedness are used to influence viewers' emotions.


[10/23/20]

 




 

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