1 / 9

Breakthrough Cancer Pain (Nycomed Ad)

Breakthrough Cancer Pain (Nycomed Ad). Background Information. Cancer Pain: approximately 30% to 50% of people with cancer experience pain while undergoing treatment, and 70% to 90% of people with advanced cancer experience pain. (Lesage P. and Portenoy RK, Cancer Control )

cliff
Download Presentation

Breakthrough Cancer Pain (Nycomed Ad)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Breakthrough Cancer Pain (Nycomed Ad)

  2. Background Information • Cancer Pain: approximately 30% to 50% of people with cancer experience pain while undergoing treatment, and 70% to 90% of people with advanced cancer experience pain. (Lesage P. and Portenoy RK, Cancer Control) • This advertisement won the gold prize of Europe’s Premier Creative Awards in 2008

  3. Advertising Agency: Sentrix Global Health Communication
Creative Directors: Clayton Love
Copywriter: Clayton Love
Art Directors: Silvana Vescovi, Marco Adelfio, Nathalie Garcia
Photographer / Illustrator: Restyle

  4. The Text Content in the Ad

  5. What’s shown in the image obviously? • Intensive thorns grow along the spine • A pair of wrinkled, aged hands press on the back tightly . • Light reflects on the spine • Visual contract to provoke a feeling of agony • Desire to come up with a solution to relief the pain

  6. To what audience it was originally aimed and with what purpose • To some cancer patients (or their friends, relatives) and doctors (audience) • Make them aware that Nycomed has developed a new analgesic delivery system to help the patients with breakthrough cancer pain and encourage them to try the new product(purpose)

  7. What claim a visual argument makes and what reason it offers in support of that claim • Claim: Most oral treatment are not efficient to deal with breakthrough cancer pain. • some oral treatments are not fast enough • Be problematic for patients with dysphagia and xerostomia • Claim: The new method can improve the treatment and enable the patients to gain better control of the breakthrough cancer pain. • The new developed intranasal delivery system can closely matches the typical breakthrough cancer pain episodes

  8. Some Other Comments • When people just look at the image without reading the text content in this ad, they may think it’ s an ad for a product to relief back pain rather than breakthrough cancer pain • It’s a little bit terrifying for patients to look at this ad since it reminds them some suffered experience

  9. Works Cited • Clayton Love, SilvanaVescovi, Marco Adelfio, Nathalie Garcia, Restyle. Breakthrough Pain. Sentrix Global Health Communication Advertising Agency. • Europe's Premier Creative Awards Winners 2008 Business to Business Cat 24- Prescription Products. 2008. <http://archive.epica-awards.com/pages/results/2008/cat24.html>. • Lesage P. and Portenoy RK. Cancer Control Jornal of the Moffitt Cancer Center 1999; 6(2) 136-145 1Oct 2012 

More Related