preview

Textual Analysis Example

Decent Essays

Main Message
Corner print clearly conveyed that a heart attack or stroke can be close by and that Pathnor helps lower the risk.
It is telling you that there’s an injectable medication that can lower your high cholesterol – ASCVD, Nash
You are going to improve with this medication and the solution is right around the corner – ASCVD, Event, Chi
There is something you can do for you high cholesterol – Event & ASCVD, Nash
Clarity
The print with the dark figure was clearest representation because it quickly captured the idea that something bad is looming. When the print ad was re-envisioned as a dark cloud, some were able to associate it with doom and gloom, but others said it could be back-fire from a car, a shadow from the building or just a …show more content…

The bad guy is around the corner if you don’t do something – Event, Chi
I’m just not sure what the cloud is. Is it smoke, trees or a shadow? - Event, Nash
I don’t think the cloud has anything to do with it. It could be a bush. The words are clearer – Event & ASCVD, Nash
If you read [headline], you understand what the cloud is. It’s the event but it’s not as dark or as clear. The figure is the stalker so it’s clear. The words are more limiting, it’s just heart attack not stroke and heart attack. It’s just more specific – Event, Nash
In the Corner print featuring the dark figure, Pathnor’s role is to help people avoid what could be next. If people understood the cloud to convey doom and gloom, Pathnor’s role was to lowering LDL in order to avoid a bad outcome.
E2 is a guy like me and the role of the medication is to prevent a heart attack or stroke and prevent [the figure] from getting me – Event, Chi
It is lurking around the corner. 100% danger coming if you don’t do something – Event, …show more content…

You need to be aware and do something - ASCVD, Nash
The role of Pathnor is to get rid of the fear. The look on his face. That is critical. Pathnor relieves him of that fear feeling - Event, Chi
Target
This asset clearly captured the Sisyphean struggle of lowering LDL. It captures the worry of the Patient and the headline uses the powerful word “struggle.” As such, it speaks to a broad swath of patients working hard to lower their LDL. It is not specific to those who have had an event.
Pathnor is for people who are taking LDL meds and still have high cholesterol. It doesn’t bring up the past. They need to do something in addition to what they are doing. Like I do – Event & ASCVD, Chi
This idea brings me into the picture because I am struggling, but it’s not so negative. The struggling part shows that I am working hard at it and they aren’t blaming me – Event, Chi
In E2 I see a guy like me and I am struggling – Event, Chi
Motivation
As we heard with TV, by using the dark figure to depict the worst outcome of a stroke or heart attack, the print motivates Patients to act. Also, patients said the ad differentiated itself from other pharmaceutical

Get Access