If your impression of pharmaceutical advertisements is still stuck in the “boasting” style of radio programs, you’re out of date! In recent years, Taiwan’s pharmaceutical commercials have been diversifying, and the freshness of the commercials, combined with the brilliant advertising slogan, has transformed these old Taiwanese pharmaceuticals into modern and fashionable new commercials.
The commercials that leave a lasting impression are usually not so much about how complicated the filming is or how vivid the actors’ performances are, but rather about a simple, catchy advertising slogan.
In recent years, the creativity of pharmaceutical advertisements has been evolving. From ” Tomorrow morning’s strength, we are prepared for you! and “In fact, people who take medicine trust the people who make it”, “Sciatica is a displacement of a disc in the lumbar region” to “If your liver is well, even tiger one will become tiger five”, every slogan of the advertisement is full of creativity.
Bringing advertisements to life and making them powerful is one of the most successful features of these local pharmaceutical ad campaigns. This approach not only attracts the attention of the public, but also impresses with the vivid slogan of the ad. But don’t think that these impressive ads are the work of talented advertisers in the office, in fact, many of the creative minds behind great pharmaceutical ads are not professional advertisers.
The person who came up with the slogan “If your liver is good, even tiger one will become tiger five” is none other than Dr. Sheng-Pu Lee, a Chinese medicine doctor who usually loves to play golf, and uses the interesting harmonies of famous golf stars to create a catchy and simple advertising slogan that can be used by adults and children alike.
In fact, Dr. Sheng-Pu Lee, who usually has to deal with all kinds of difficult and complicated patients, was the first to publish a magazine article on the importance of the liver in Chinese medicine some 30 years ago. At that time, he did not know what advertising was all about. The reason was that there were so many underground radio stations and unscrupulous people selling medicine that the public shook their heads in disbelief when they heard about Chinese medicine. The public’s skeptical attitude toward pharmaceutical advertisements is, in Lee’s view, actually very correct, not wrong. Dr. Sheng-Pu Lee said, even as a Chinese medicine doctor, he will also be different kinds of Western medicine, Chinese medicine efficacy of doubt, a medicine is effective or not, not to listen to other guy’s opinion, but should be assessed by the public, to time to prove. This also started his practice of always developing advertising themes for his own medicines.
Unlike professional advertisers who focus on the effects of various advertisements, Dr. Sheng-Pu Lee has never made negative demands in his advertisements, and he believes that good pharmaceutical advertisements should give the public the correct concept of medicine use and health education. Times are different, the creative expression of advertising is also very different, the old pharmaceutical advertising play a creative, behind the overall, long-term brand value also accounted for a great help, so that the brand with the transformation, and then create a new life of modern.
A healthy liver gives you the energy you need to live life to the fullest!
Originally from: Health.chinatimes.com
Health Chinatimes/ Reporter Xue-Hua Wang reports 2010.04.15
http://health.chinatimes.com/blog/herbs/index_at3470.html
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