Well, the ad is everywhere.[even in print] The larger the audience the better and who is making the dip and chips in the background, the party throwers --and most importantly--women! are the target audience of most products because they are the largest consumer of products, period. Women balance much, and seriously when I owned a baseball card shop I myself targeted women with party supplies, toys, etc. The sport got them to the store and I kept them there longer, with product aimed at them. Unfortunately some innocent people in my opinion may not understand Abilify is a market plan in word use "Ability", and subconsciously, it's sending a message to women, "you can be more able". [by taking the med]or, men recognize the moody women in their lives and suggest they try the med. Just my 2 cents as usual.

Quote: or, men recognize the moody women in their lives and suggest they try the med.

That was my first thought right there, Stephany.

I've seen the ad on tv several times and I'm not sure what I was watching but definitely not sports, more likely Kelly and Regis while getting ready for work. Maybe there're advertising during sporting events to get those women who are p*ssed about being baseball widows on some meds. Goodness, everyone needs to re read the Feminine Mystique.

I've seen the Abilify ad several times during the day. They like to schedule it (at least where I live) around shows like Dr. Phil. Watch Dr. Phil, take your antipsychotic.

Perfect audience - Dr. Phil's - but I don't think they have conned him yet. Last time I watched, he advised parents of a bratty, difficult kid to use a form of behavior therapy, not drugs. I was very glad to hear that. No bipolar diagnosis, no diagnosis at all. Just getting the parents to change the rules.

That ad is peculiar -- it says Abilify is to help treat bipolar disorder, but the visuals convey a depressed woman (all alone, tired, gray-green palette) while the V.O. discusses mania and racing thoughts. Then "the sun comes out," colors get saturated, and a happy friend appears. Visually, it seems to be *advertising* the bipolar experience to depression sufferers.

re: MvB's comment, it makes me wonder if they are depicting a mixed episode, taking it close to the edge of hinting at psychosis.

In my opinion, as I've said before, it's FANTASTIC that such adds are running, though I do agree that much discretion should be used. Three thoughts:

I: Mental illness such as bipolar disorder is SCARY. Period. It freaks people out. By having such an advertisment, you are sending out a message: "It's OK to have mental illness. It's OK. You don't have to hide it, it doesn't have to be stigmzatized, you aren't a monster -- it's OK." This directly and unequivically promotes empathy and understanding.

II: The "glitch" that everyone seems to be pointing out with this particular add, is that it's geared towards women. I think this point is NEGLIGIBLE. Everything these days is about targeting a certain audience, hence about making money. It's true with ANY product -- so why get so caught up? You'd have to make the argument that EVERY add, no matter who it is for or what it is about would be terrible propoganda. Really, why don't you go saying that that add for Children's Hosptial is horrible? They're all about targeting the right audience to make money too.

III: I understand that the probablity of someone having bipolar disorder is slim -- and that's why running such adds may be trying to pull the wool over people's eyes, which goes back to trying to make money. I think that this is valid. However, I also think that the pros of these adds greatly outwiegh the cons.

Basically, even though I do feel that such adds should be used with great discretion, overall, they are good and should stay.

Public service announcements to encourage others to reach out to a friend with mental illness is one thing; and direct advertising [DTC]by Pharmaceutical companies is another.[Because this also increases the chance of over/mis-diagnosing ppl.] I'd also like to comment that Children's Hospital advertising has nothing to do with DTC Pharmaceutical company advertising. Children's hospital also funds itself with large donations,and fundraisers and has an uncompensated care fund that paid my daughter's entire bill.

Just my 2 cents.

I agree with Stephany. The danger with these ads is that they lead to overdiagnosing/misdiagnosing people with mental illness. There's not a person on the planet who cannot identify with feeling sad and alone like the woman in the ad. Everyone wants to feel that connectedness with other people that the women gets at the end of the ad - implying that all you need is this glorious antipsychotic (funny, but I don't even remember them mentioning it is an antipsychotic). Just because a person feels sad and disconnected doesn't mean they have a mental illness. I worry that people will see this ad, identify with it and ask their doctor for it without realizing they are in fact asking for an antipsychotic. Scary, indeed.

Hi Stephany,

You're really right about the difference between public service announcements and pharmacutical company adds. Yeah, maybe I was confusing the two a little (especially since I haven't actually seen the TV add that all you keep talking about -- only the adds in Time and Newsweek).

Anyway, the only reason why I brought up the silly example of Children's was just to make a point that adds will target anyone they can to pull in some revenue -- even incredibly charitable organizations such as hospitals. But believe me, I know there's a world of a difference between Children's and a pharama company. I was really not trying to make any gross comparisons; it was just the first silly thing that popped into my head.

By the way, Stephany, how are you? Whenever I think of you, I remember the beautiful card you sent while I was in the hospital. That was one of the most thoughtful things ever!!

Take care.

Gwen, I am fine as I hope you are as well. I understand what you meant with the advertising comparisons and wanted to clarify for readers.

You are an inspiration, and we both know how difficult this is--and you will always have a special place in my heart. :)

You're the sweetest ever, Stephany!! You really make my day.

You'll always have a special place in my heart too!

Smiles,
Gwen