Seeking clarity on help-seeking advertising
Amiry, E.J.; Gilbert, J.
British journal of dermatology 181(5): 1063-1064
2019
ISSN/ISBN: 0007-0963 PMID: 31021406 DOI: 10.1111/bjd.18044Document Number: 216682
A man dances on a beach. He has a pot-belly, male-pattern baldness and wears Speedos that leave little to the imagination. He does not have the looks of a supermodel but he moves with all the confidence in the world thanks to his perfect, clear skin. At least that is what can be inferred from the advertisement for Novartis' "Ask for Clear" programme. In a twist on the ubiquitous U.S. advertising line: "Ask your doctor if is right for you," the advert prompts people with psoriasis to "ask your doctor if you could achieve clear skin".