Är man farlig bör man vara ärlig
En kvalitativ retorisk analys av fem reklamfilmer för receptfria värktabletter
RhetoricSemioticDrug advertisingNarrativeArgumentationRetorikLäkemedelsreklamSemiotikNarrativArgumentation
The purpose of this essay was to analyze rhetorical features of Swedish drug advertising and see if drug advertising could be misleading or not. The study was primarily concentrated on how pills were described and that was the overall picture of pills created in commercials. The essay uses theories of narrative, semiotic, argumentation and theories concerning social communication in advertising. In this study fife TV-ads were analyzed: Alvedon, Ibumetin, Treo, Bamyl, and Ipren. The analysis showed that drug advertising has the potential to be misleading mostly because the overall picture of pills which creates in commercials is strong and kind heroes.