Word: sided
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That's a feature common to most drug ads: they leave you confused about the information. The FDA states that DTC commercials must present a "fair balance" of the benefits and side effects of a drug, but it's obvious most don't. Drug ads are, not surprisingly, meant to sell products, not scare consumers off, so they're notorious for careening quickly through the obligatory list of the medication's risks. Even Saturday Night Live has mocked this technique, with its own commercial for a fake birth control pill, Annuale - a spoof of a real drug ad for Seasonale...
...helps Day explain how well, for example, jurors understand instructions given in court. Day (whose research is not funded by either the industry or the FDA) analyzes ads for their linguistic complexity, speed of voiceovers, visual distractions and the timing of when information is given about drug benefits and side effects - all to help determine how easy it is to understand and remember the information presented...
...list than items just past the middle. For example, if you are asked to hear, then recall, a list of 10 foods, chances are best that you'll forget the sixth, seventh and eighth foods. So, while drug makers abide by the law and present important side effect information, it's no surprise that they nearly all follow the same format: putting benefit information in the first half of the commercial, side effect information just past the middle, then benefit information again...
...employ crafty timing or visual distraction to deemphasize the risks. Sometimes they do so simply by using complex language: in a study of 29 drug ads that Day conducted in 2000 and 2001, Dayfound that, on average, benefit information required a sixth-grade level of language comprehension, while side effect information required a ninth-grade level...
...Hamas official also claimed that the Ashkelon rocket has been a message to the visiting U.S. President not to overlook Palestinian demands. "He is only looking at the Israeli side, but there's a Palestinian face on the other side of the coin," the official told TIME...