1. Breakthrough Cancer Pain (Nycomed Ad)

2. Background Information Cancer Pain: approximately 30% to 50% of people with cancer experience pain while undergoing treatment, and 70% to 90% of people with advanced cancer experience pain. (Lesage P. and Portenoy RK, Cancer Control) This advertisement won the gold prize of Europe’s Premier Creative Awards in 2008

3. Advertising Agency: Sentrix Global Health Communication Creative Directors: Clayton Love Copywriter: Clayton Love Art Directors: Silvana Vescovi, Marco Adelfio, Nathalie Garcia Photographer / Illustrator: Restyle Clayton Love Copywriter: Clayton Love Art Directors: Silvana Vescovi, Marco Adelfio, Nathalie Garcia Photographer / Illustrator: RestyleClayton Love Copywriter: Clayton Love Art Directors: Silvana Vescovi, Marco Adelfio, Nathalie Garcia Photographer / Illustrator: Restyle

4. The Text Content in the Ad

5. What’s shown in the image obviously? Intensive thorns grow along the spine A pair of wrinkled, aged hands press on the back tightly. Light reflects on the spine Visual contract to provoke a feeling of agony Desire to come up with a solution to relief the pain

6. To what audience it was originally aimed and with what purpose To some cancer patients (or their friends, relatives) and doctors (audience) Make them aware that Nycomed has developed a new analgesic delivery system to help the patients with breakthrough cancer pain and encourage them to try the new product(purpose)

7. What claim a visual argument makes and what reason it offers in support of that claim Claim: Most oral treatment are not efficient to deal with breakthrough cancer pain. some oral treatments are not fast enough Be problematic for patients with dysphagia and xerostomia Claim: The new method can improve the treatment and enable the patients to gain better control of the breakthrough cancer pain. The new developed intranasal delivery system can closely matches the typical breakthrough cancer pain episodes

8. Some Other Comments When people just look at the image without reading the text content in this ad, they may think it’ s an ad for a product to relief back pain rather than breakthrough cancer pain It’s a little bit terrifying for patients to look at this ad since it reminds them some suffered experience

9. Works Cited Clayton Love, Silvana Vescovi, Marco Adelfio, Nathalie Garcia, Restyle. Breakthrough Pain. Sentrix Global Health Communication Advertising Agency. Europe's Premier Creative Awards Winners 2008 Business to Business Cat 24- Prescription Products. 2008.. Lesage P. and Portenoy RK. Cancer Control Jornal of the Moffitt Cancer Center 1999; 6(2) 136-145 1Oct 2012 Lesage P. and Portenoy RK. Cancer Control Jornal of the Moffitt Cancer Center 1999; 6(2) 136-145 1Oct 2012