This ad features Adam Levine, pop singer, from Maroon 5. This Public Service Announcement style of advertisement is directed towards viewers who have similar symptoms that Levine talks about experiencing in the ad, to get them to address getting treated for Attention Deficit Hyperactivity Disorder. The product being advertised the website OwnYourADHD.com, where one can take a quiz to look further into the probability of an ADHD diagnosis.
It is currently running online on major television network websites, and is 30 seconds long.
In it Levine says,
"Like many kids with ADHD- I didn't outgrow it." He is referring to how as an adult he had a hard time organizing his thoughts, and so he went to a doctor to figure out why.
Within the ad you hear the Maroon 5 song "Never Gonna Leave This Bed (Hands All Over)", and you hear him singing ,"You push me..."
The set, seems shot to look like he is in his home, has a soothing minimalist, beige decor. While Levine talks about his struggles with his ADHD symptoms, he is seen gazing out a window in a somber, introspective manner. Later on, as he relates coming to terms with his diagnosis, scenes are shown of him writing, jamming on his electronic white keys, skins and playing an acoustic guitar with a dog sitting at his feet. At the end of the ad, Levine takes a stand with this catchphrase:
"It's your ADHD, own it."
He then shoves a door open as he assertively exits out of a room into a glaring white backdrop.
This ad obviously uses the Plain Folks persuasion due to his talking about personal, yet common shared issues with his audience, and it makes use of the Famous Person Testimonial because Levine is a famous recording artist. Myth and Association are both used to grab the audience's attention. Myth is present due to Levine describing his story of personal conflict and resolution of this conflict through gaining information about his ADHD, and it is suggested that going to the website in the ad will help viewers with the same struggles gain clarity as well. Association is implied to the viewer, as if one could address their own ADHD symptoms and learn to manage them; they might possibly become as successful in their endeavors like Levine. It seems that the technological medium of a web ad works well, as it most likely reaches the targeted audience.
To me it seems that this PSA ad is part of the mass advertising campaigns that pharmaceutical companies have ramped up in the media over the past decade. The Youtube video has been uploaded by "ShirePharmaceuticals”, but their video channel is not publicly available. I would think that the target audience is 20 something year old people, as Maroon 5 has been made popular in the early 2000's and the ad mentions "If you were diagnosed with ADHD as a kid, you may not have outgrown it." Therefore, the target audience is adults. The stereotype I picked up on was how it hinted at Levine's despair associated with his struggles ADHD. There are many people who have ADHD who are happy with themselves, and have awesomely innovative lives. (Gasp! I suppose then, that the Hidden Fear persuasion tactic was used...hidden indeed! Well played Shine Pharmaceuticals...well played.) I do find it offensive that the issue of ADHD is first put in a negative light, which is stereotypical, and misinforming to the collective consciousness concerning this diagnosis. It also, is offensive to me that the ad refers to growing out of ADHD, as it is a neurological disorder and people who have it do not grow out of it. As it has been linked to neurological disorders such as Asperger’s Syndrome, and these sorts of disorders due not go away with age. They may, if it is addressed early, learn ways to manage ADHD effectively so that it does not affect their adult lives significantly noticeable way. This could possibly be why the idea exists that some people no longer have it in adulthood. To pull a phrase from the realm of science as a reminder: "Relation does not imply causation."
If I was a fan of Maroon 5's music, and I was not informed about ADHD, I might be persuaded well to check into checking out the website or trying to get a diagnosis. For me, this ad is only memorable due to how it offends me as an adult with ADHD. As I am well informed, I understand this diagnosis pretty well, and have lived with the frustrations and the benefits of the disorder. I chose this ad, because I wanted to scream at the screen every time it played, "You don't outgrow ADHD!!!"
Other than the irritation factor, I find the ad to be mellow and non-memorable.
I took the six question quiz, and I have to say; asking a person six questions is skimpy data collection- even for an online survey. I have to also say, that there are a plethora of afflictions that can cause these same symptoms asked about within the tiny survey. They may have well said this: “Do you like to eat food?- So do people who have ADHD!! Go see a doctor!”
For example, major depression can derail one's ability to organize, focus, and stay motivated. Physical ailments such as Thyroid imbalances can cause problems with attention and memory too. For humor’s sake- licking lead could probably cause some of the symptoms as well. What bothers me with this ad and the website’s survey is that it generalizes and fails to give adequate information. It also bothers me that a pharmaceutical company is fishing for consumers. If you want a positive and informative video about what it’s like to have ADHD, check this one out:
“ADD and Loving It?!” It’s brought to you by the comedian and actor who plays the lovable geek character from the Red Green Show- Patrick Mckenna .
What I learned during this breakdown, was that even in a benign looking 30 second advertisement; there is a lot of persuasion going on.
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