Rhetorical Analysis of "Chronology of Direct-to-Consumer Advertising Regulation in the United States"

Young Lee

Professor Stephanie Rosen

Rhetoric of Health

6 February 2012

Rhetorical Analysis of “Chronology of Direct-to-Consumer Advertising Regulation in the United States”

            The argument of this article is that consumers should be more educated before trying new drugs. The direct-to-consumer (DTC) method of advertisement can be very dangerous because not all information is portrayed accurately. However, the author doesn’t purposefully try to impede this idea on the readers. He provides both the benefits and the dangers of such methods. This article was clearly organized. First he describes what direct-to-consumer advertising is. Then he explains the different categories of it, the pros and cons, and what it is today. He further explains its impact by going through a little bit of history.

            The author of this article is Scott A. Mogull. He is a Master of Science and a Master of Arts. The article was written in the AMWA (American Medical Writers Association) Journal, so the obvious audience is people of the science community. Not only is this oriented towards other professionals, but it is also directed towards students in the pre-health professional field. Less specifically, this can also be directed towards pharmaceutical drug consumers. Because this is an educational article about pharmaceutical drugs, people who have a tendency to take many medications may read such articles.

Many strategies are used to try to make his argument more persuasive. The first of many is his use of ethos. Immediately in the beginning paragraph, you see statistics listed stating, “The United States represents the largest DTC advertising market and accounts for approximately 50% of global pharmaceutical sales” (Mogull 106). This makes his argument more credible for the readers. If a reader believes the author to be educated, the argument the author portrays will more likely stick with the reader.  It is important for all articles, but especially in science and medical journals, for the work to be credible. His ability to show, through the first few sentences, that he has a good understanding of the content makes his work trustworthy.

Another method Mogull used is acronyms. Acronyms simplify difficult to pronounce or difficult to remember words. The few short letters allow the readers to remember the topic better. For example, Mogull would write direct-to-consumer as DTC, Food and Drug Administration as FDA, and Center for Drug Evaluation and Research (CDER). Once abbreviated, he would continue to use the acronyms throughout the article. This helps the reader remember what he is talking about subsequent to finishing the article. Similarly, Mogull does a good job of explaining each drug or chemical compound after he lists the drug in his article. He explains how sulfanilamide  “had been used in table and powder form to treat streptococcal infections” and that in the liquid form it was “called the elixir sulfanilamide” (107).  He also provides a description of Kevadon by stating that Kevadon is “a Brand name of the drug thalidomide” and is “a sleeping pill that had been available for treatment in Europe since 1956” (108).  Providing simple descriptions of the drugs allow a more thorough understanding for the reader.

Although being very analytical and scientific can be helpful in reaching out to the science community, the use of pathos can be very effective when trying to persuade common consumers. He gives two small accounts on how different drugs affected many lives of young children.  The first is when he explained the effects of elixir sulfanilamide. “The solvent, chemically related to antifreeze, was poisonous and resulted in the deaths of 107 persons, many of whom were children, the prime consumer of the fragrant and good-tasting liquid” (Mogull 108). Many parents, who are also a large majority of pharmaceutical consumers, will be able to relate to such statements. Because it links them emotionally to the issue at hand, they will more likely take this argument seriously than they would have otherwise. The second account is listed when Mogull describes Kevadon. He explains how “In 1961, the drug was suspended from the German market because of birth defects in which newborns exhibited abnormally short limbs with toes sprouting from the hips and ‘flipper-like’ arms” (108). ). This also helps hook the reader emotionally to Mogull’s point that being educated about DTC tactics and pharmaceutical drugs in general can be a beneficial thing.

The organization of the article itself is also a method by which Mogull conveys his message to the reader. He is able to sculpt his article in such a way that one can very clearly follow his train of though and understand what exactly he is talking about. The beginning of the article is a brief and broad overview of DTC as well as an introduction to both sides of the argument for and against DTC. By providing the two viewpoints clearly from the start, the reader is drawn into the objective nature of article and is more willing to believe the opinions that are presented in it. Following this introduction, Mogull gets into the main body of his article: a chronological overview of the history of DTC legislation. Again, he provides factual and objective statements. He allows the reader to see that though there have been negative aspects of DTC, the FDA still considered it to be both positive and negative (108).

Through his effective use of persuasive strategies, Mogull is able to convey his message in a manner that looks at all aspects of the issue at hand. He presents his argument very clearly and in a well-defined structure, thus giving it more weight. He never forces his ideas on the reader, but provides factual statements that argue for and against DTC advertising and allows the reader to decide for himself whether or not he believes DTC is a good thing.

Works Cited

  Mogull, Scott A. “Chronology of Direct-to-Consumer Advertising Regulation in the United States.” American Medical Writers Association Journal 23.3 (2008): 106-109.