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The direct-to-consumer (DTC) ad I found online is for a drug called Latuda. Latuda is marketed toward people age 18 and up who are suffering from bipolar depression. The print ad features a female, as does the testimonial on the website, giving the idea that females are more likely to suffer from the illness. The ad claims that the medication is successful in treating adults with bipolar depression, but it neglects to explain how it treats the depression and what the word “successful” translates to in a percentage of users. The side effects of Latuda take up most of the print ad. Patients with dementia are at a higher risk for death by taking this medication. Blood sugar should be checked regularly in patients with diabetes, and should watch …show more content…
It is focused on how bipolar depression can be debilitating and make you miss out on the joys of life, and that Latuda is needed in order to make you experience those little joys again. With the video I found on the website, sufferers of bipolar depression are normal people who are in need of medication to let them live normal, non-depressed lives. The focus of the ad is less on personal experiences and more on talking to your doctor about your bipolar depressive symptoms, and the medication Latuda in particular. I feel this ad takes away the individuality of the illness and instead focuses on the need for medication to make the person conform to society’s idea of living a normal, average life. In other words, the ad is portraying the idea that if you are extremely sad you need a pill to get your mood back on track, and mentions nothing about talk therapy or other forms of relieving the sadness. The impact of this transformation from illness to sickness on stigma could take two forms. It could follow the true from of stigma, meaning a negative label, and further a belief that people who suffer from persistent sadness and need medication have a problem that somehow makes them less of a person because they cannot control their own emotions. It could also create an understanding that these people have a recognized problem and are “strong enough” to ask their doctor about Latuda and receive help for it, as testimonials portray. The overall focus is not on the experiences of the individual, but on how society reacts to what the individual does about

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