Juxtaposition

Juxtaposition is a rhetorical technique where two contrasting elements are placed side by side to emphasize their differences. For example, in pharmaceutical marketing, Juxtaposition can be used to highlight the benefits of one medication over another or to emphasize the negative aspects of a competitor's product.

For example, a pharmaceutical company might use Juxtaposition in an advertisement by showing two patients with the same medical condition, one taking their medication and the other not. The patient taking the medication might be shown as healthy and active, while the patient not taking the medication might be shown as weak and bedridden. This type of comparison can effectively persuade patients to choose the company's medication over a competitor's.

However, Juxtaposition in pharma marketing can also be controversial, as it can be perceived as unfair or misleading. Regulators may scrutinize such claims to ensure they are accurate, truthful, and not misleading to patients. Therefore, it is important for pharmaceutical companies to use clear and objective language when making comparisons and to avoid making unsupported claims or overstating the benefits of their products.

Juxtaposition in Pharma Marketing: Examples

Here are a few examples that show how a pharmaceutical company might? juxtaposition their advertisements:

1. A print ad for a pain reliever shows an image of a person in extreme pain on one side and the same person smiling and enjoying an activity on the other. The headline reads, "Before and After (Brand Name)—The Pain Relief You Need to Get Back to Doing What You Love."
2. A TV commercial for an allergy medication shows a woman suffering from allergies who cannot enjoy time outside with her family. The commercial shows the woman happily playing with her family after taking the medication. The voiceover says, "Don't let Allergies Hold You Back. (Brand Name): Relief You Can Trust.”
3. A website for a cholesterol-lowering medication compares their product to a competitor's. The website features a chart that shows the percentage of patients who experienced side effects while taking the competitor's medication and the percentage of patients who experienced side effects while taking the company's medication. The headline reads, "Choose (Brand Name): Fewer Side Effects, More Results."

In these examples, the advertiser uses Juxtaposition to highlight their product's benefits and compare it to a competitor's. However, it is important to note that such comparisons must be truthful, accurate, and not misleading for patients and follow the advertising regulations and conventions prevailing in that market.

(Excerpt from “A to Z of Pharmaceutical Marketing”: World’s First and Only Encyclopedia)