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The American public, through social media, radio and television, is constantly bombarded by hospital advertisements and marketing. Some, like St. Jude Children’s Hospital and Shriner’s Hospitals for Children, even ask for donations to their nonprofit corporations. How should we evaluate hospital claims made in hospital advertisements/marketing? The Case Study we’re looking at this week describes two California hospitals advertising new or improved services. We’re going to evaluate both of these hospitals’ advertising in this week’s discussion. For our first discussion, we’ll use some of the information contained in Chapter 3 of your text, “Advertising Health Products,” to craft answers to the Case Study on page 31 of your text. Part 1: This Case Study presents you with two transcripts from two different hospital advertisements. Identify three advertising techniques for each of the two transcripts. “Transcript for a new hospital opening in California” is Transcript #1. “Transcript for a children’s hospital advertisement” is Transcript #2. Be sure to identify your answers for each Transcript separately by number. Answer in full sentences using correct grammar, spelling and punctuation. Cite the page(s) of your text where you found the techniques used for each Transcript. Briefly explain why the techniques you chose to explain might be misleading or not provable. Following are the transcripts from two hospital advertisements, Identify as many advertising techniques as you can for both ads. Transcript for a new hospital opening in California: Person in Ad: This is about making health care better, Announcer: The extraordinary new Sharp Memorial Hospital is opening in January. Person in Ad: They’ve thought of everything to make the nurses jobs easier, the patient more comfortable, the family more welcome. Announcer: It’s the first hospital in San Diego where every room is a private room, Person in Ad: And there’s even a pull-out couch where family members are welcome to spend the night. Announcer: For all that Sharp has to offer, call 1-800-82-SHARP or visit Sharp.com. Person in Ad: You can feel the difference in these rooms. Transcript for a children’s hospital advertisement. Kids don’t use the word “impossible,” so neither do we, 1 guess having 50 surgical specialists performing 9,000 procedures a year might seem “impossible.” But “impossible” gets no respect around here. And if one of those surgeries involves your child? You don’t want to hear the word “impossible” either. Our kids don’t talk about impossible, so neither do we. Children’s Hospital Central California amazing people, incredible care. https://samples.jbpub.com/9781284134254/65958_CH03_6009.pdf
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