A 2003 ad for the treatment of melasma
bears similarities to the clipper ad, but leaves the reader to draw her
own conclusions. In this case, three pictures of unhappy women with
melasma (a discoloration of the skin of the face) are featured. The
condition is described on each picture as either "brown patches", "dark
spots", or "discolorations". The text tells the reader, "Fortunately,
prescription medications are available that can effectively treat melasma."
In other words, this is an unattractive condition that people will notice.
The sad faces of melasma sufferers represent you. You need their
cure to be happy. The ad stops short of asking you to go out and
count melasma victims in the general population or to worry every time
you face someone if you have the condition. That would be a trifle
heavy handed in today's world.
Ads reflect the styles, ideas and
sensibilities of their own unique ers. Their common thread is that
advertisers have always preyed on the insecurities and hopes of their target
groups. For the historian they provide interesting insights in ever
evolving culture.