Artze Gegen Tierversuche:Benoxaprofen

Megan Houchens

Background Information:• The Print Ad titled BENOXAPROFEN was done by

Ogilvy & Mather Frankfurt advertising agency for product: Doctors Against Animal Testing (brand: Arzte Gegen Tierversuche) in Germany. It was released in the Jan 2003.

• Benoxaprofen is a non-steroidal anti-inflammatory drug. It was marketed by Eli Lilly and Company under the brand name Oraflex in the US and as Opren in Europe. Lilly suspended sales of Oraflex in 1982 after reports from the British government and the U.S. Food and Drug Administration of adverse effects and deaths linked to the drug.

Point Of View

Who do you think this child is?Why is the child like this?

Who do you think this child is?Why is the child like this?

This child is a victim of Benoxaprofen. I believe that the mother of the child may have taken the drug while she was pregnant with the baby. She believed the medicine was safe.

Focus

What is the first thing you notice?

What is the first thing you notice?

The first thing I noticed was the baby and the way it’s skin looked. The second thing that I noticed was the text beside the baby. Without the text the audience wouldn’t understand what the image was about.

What parts of the image are clearly in focus? What parts aren’t in focus?

What parts of the image are clearly in focus? What parts

aren’t in focus?

• The obvious focal point is the baby. The baby is the focal point because it is the main point of the image.

• The baby’s sex isn’t part of the focal point. This is relevant because the image can relate to any anyone who has a kid or wants kids, no matter the sex.

Audience

Who is the intended audience?

Who is the intended audience?

The intended audience is anyone who wants a kid or has a kid. Another intended audience is people who may use animal tested products, or people who are against animal testing.

Subject Matter

What do you think the main subject or universal message the creator of

this ad is trying to make?

What do you think the main subject or universal message the creator of

this ad is trying to make?

After examining the image I realized that advertisement was about doctors against animal testing. The author wants to inform the audience that drugs tested on animals aren’t safe for humans. The doctors also want people to know animal testing is un-necessary.

Contrast Techniques

Why do you think the author chose the colors black and white?

Why do you think the author chose the colors black and white?

The author chose these colors to set a gloomy mood for the audience. There are no bright colors because the subject isn’t a happy matter.

Ethos

The Advertisement was published by doctors who are against animal testing.

What credibility does this give the image?

The Advertisement was published by doctors who are against animal testing.

What credibility does this give the image?

This is a credible source because a doctors job is to better human beings lives and make sure they are healthy.

Pathos

What emotions does the image instigate? How does the image

make you feel?

What emotions does the image instigate? How does the image

make you feel?

The image makes the audience feel pain for the children/people all over the world who are affected by medicine that is proven “safe” on animals. The image also provokes emotion for animal lovers, because animals have to suffer just for humans when in the long run it doesn’t always help humans.

Logos

What logic is suggested through the image?

What logic is suggested through the image?

The logic that is suggested is that humans shouldn’t use products that have been “safely” tested on animals. This is because animals test differently that humans. Another logic that is suggested is that researchers need to find a safer more humane route to testing products to protect humans & animals.

Bibliography • Schrod, Jorg . “Doctors Against Animal

Testing.” Benoxaprofen. AdMe Group LLC. Jan. 2003. Web. 26 Oct. 2011.

• Creators:Ogilvy & Mather frankfurt Copywriter: Jorg SchrodArt Director: Jens Frank / Jorg SchrodAdvertiser Supervisor: Bernd ElmenthalerCreative Director: Thomas Hofbeck / Stephen VogelPhotographer: Gernot Stracke