7September2011
Posted by Amanda Reid under: General.
Walk the bird and watch the feathers fly
August 4, 2011
Opinion
HECKLER
I PASS you on the footpath as you walk your dog. You gaze at me with surprise and amusement, give a slightly patronising smile. Yes, I do have a cockatoo perched on my arm. He is indeed wearing a harness; tethered closely, like your canine friend, for safety. Don’t stick your finger out, unless you want to get nipped by a sharp beak that has evolved for cracking nuts. Yep, I probably do have an unfortunate splotch staining my skirt. It washes out.
Social norms regarding animals on outings are clear: dogs are in, but it defies convention to have a bird or cat on a leash. It’s considered eccentric and peculiar. Parrots are often left in small cages, hour after hour, year after year, with little change of scenery. This is considered normal; no one bats an eyelid – but they should.
I take Birdy-Boy out to provide him with mental stimulation and social interaction. On occasion we visit the local feral rooster, or join a cockatoo flock in Centennial Park for the excitement of their dusk chorus. He’s quite familiar with outdoor cafe life, although he’s been known to toss cutlery off the table, get coffee on his tail feathers and give the evil eye to waiters. Cafe regulars make a point of saying hello; he adores Dave the bus driver and Grandma Mona (who sounds a tad like a cockatoo herself).
A side benefit are the strangers I have met – including intrigued gorgeous guys wanting dates. Birdy-Boy is an impressive wing-man (sorry, couldn’t resist that one). He also does a great protection detail – riding on my shoulder to parties, helping to ward off unwanted hugs and kisses. However, more usually I am accosted by tweenage photographers, or other parrot enthusiasts who swap stories of chewed power cords, or a variety of bewildered onlookers.
If Birdy is travelling in a petite cage, your concern for space is appreciated – but I simply can’t carry his usual palatial home. I cannot release him to the wild, as he wouldn’t survive. Surprisingly few people know what sort of bird he is, despite the Corella being a common native cockatoo. With a short white crest, some think he’s just a sick sulphur-crested cocky that has lost his yellow spikes. He’s not, and nor is he elderly – he’s in his 30s, just like his youthful owner. He may live to be 70, and I do mean human years.
So if you’re thinking of adopting a pretty feathered friend, consider carefully and do remember that a lonely, bored life in a cage is not necessary. Providing quality of life is worth being deemed eccentric for. Before you ask, though, I do draw the line at walking my goldfish.
Amanda Reid
16September2009
Posted by Amanda Reid under: General.
Amanda Reid reveals the joys of Shinjuku’s tiny drinking holes | September 11, 2009
THE average Tokyo barman has an advantage. He can cook divine-smelling gokonomiyaki pancakes in a space the size of my suitcase, stir a sweet-potato vodka drink with a perfect squeeze of lemon, pick the ideal music to fill his smoky bar with atmosphere, charm you with only a few English words. My first night in Japan, and I’m falling in love.
We’re in Bar Tre Tre, which sits at the end of a cobblestoned laneway in central Tokyo’s Shinjuku district. Shinjuku’s railway station is the busiest in Japan, with millions streaming through each week. Grey government skyscrapers overlook colossal department stores; hidden in the hive of neon lights is Bar Tre Tre, the tiniest bar imaginable; it seats only eight comfortably.
Simon, my expat friend and guide, explains that this historic Golden Gai block is a labyrinth of more than 200 miniature traditional drinking holes. Each space is stamped with the distinctive character of its owner (theso-called master or mama), who holds court in theirdomain.
How does this limited-customer business turn a profit? It’s obvious upon meeting Tre Tre master and barman Gaku: he’s particularly cool to hang out with. Gaku relies on loyal regulars who soon become friends. I feel as if I’m attending a private party.
The enforced intimacy may not be for claustrophobes, but it’s great for quickly meeting a bunch of locals, all of whom are eager to teach me Japanese slang. No one seems bothered that they’re forced to stand and shuffle whenever a fellow patron departs. The cosy den is quirkyand full of soul. As the night progresses, I’m envious of this community of friends with their own unique bar; impersonal metropolitan megapubs simply don’t compare.
Behind the counter, Gaku obviously enjoys his job. He wears a satisfied expression as he gauges the atmosphere; his personal attention is central to the laughter and easy mood of Tre Tre. Thankfully, he’s very patient with my stilted Japanese, even when I mention that he looks like a pirate. I wangle an invitation to watch him play in the Golden Gai baseball team the following morning, after a night of work, drinks and no sleep.
Bottles of exotic alcohol line the red walls, and Simon tells me that the scrawled kanji characters on each are the various customers’ names. Like a membership badge, the Japanese tradition of keeping your own bottle behind the bar is the cheapest option if you plan to be a regular. Also recorded is the number of bottles consumed (the long-standing Tre Tre record holder was sadly forced into retirement by his doctor).
For the casual visitor, you’ll pay at least Y=1500 ($18.80) including cover charge, snack and one drink, as well as Gaku’s cheeky company. Cover charges are the norm in Golden Gai, so it’s worthwhile dropping in for several drinks. Extras are priced at Y=700-1000 each, with a tab system in operation. Agedashi, the snack food served most nights, is a surprise. Expect traditional morsels such as (fried) tofu, oden (a winter broth with eggs), tiny salads or tasty octopus balls. Another regular is squid jerky, which admittedly never reached my mouth after the first cautious smell.
For a full meal to line your stomach, Gaku recommends the nearby Sky Terrace Asian market, a rooftop restaurant hub with an open-air feel.
Tre Tre is open every night from 8pm, and the party continues as late (or early) as 5am, which is convenient since Japanese trains stop running soon after midnight. Conservative Japanese are said to steer clear of the gritty associations of Golden Gai (it originated as a precinct of brothels in the post-World War 11 era), although the block today is in fact a relief from the garish hostess bars and strip clubs nearby.
Despite an earthy broadmindedness, be prepared that not all bars are as welcoming to foreigners as Tre Tre, and peeking behind the doorway curtains can be intimidating.
It’s well worth trying out Bonita, one of the nicest bars in the district with surprisingly tasteful Mexican decor; the soft vibe reflects its two female bartenders, Ayako and Maiko. And directly underneath Tre Tre is the bar Champion, far less remarkable but with no cover charge; Y=500 for drinks and karaoke.
The annual Golden Gai festival in August is the perfect opportunity to sample the individual style of each establishment. Newcomers are expected and bargain prices let you visit as many as your liver allows. With luck, you’ll fall in love with your own bartender, and I can keep Gaku all to myself.
Checklist
Bar Tre Tre, 2nd floor, 1-1-10 Kabukicho (Shinjuku station, east exit); Sky Terrace Rooftop Asian food market, Toua Kaikan Building 2, 1-21-1 Kabukicho; Bonita, 1-1-9 Kabukicho.
5March2009
Posted by Amanda Reid under: General.
Blessings of Belgian breweries
THE CURIOUS COOK |
October 25, 2008, The Australian
THE Customs inspector at Sydney airport stares at the six bottles of beer in my open suitcase.
His eyes widening, he murmurs “Westvleteren? You’re lucky to get your hands on that, mate,” before waving me and my partner, Ben Buxton, a fellow beer enthusiast, through. Clearly another connoisseur, the chap understands that obtaining this beer requires a visit to a rural monastery near Ieper in southwest Belgium.
Ieper (Ypres in French) is a small Flemish city that features the imposing Cloth Hall in the main square. The city was almost destroyed by shelling in World War I; it has since been rebuilt in its original medieval style. In comparison, the monastery of St Sixtus of Westvleteren, a little less than 20km away, is modest in appearance. Next to the village school, and surrounded by endless flat fields, the brick perimeter buildings offer no clue to the monastery’s association with world-class beer.
To those unfamiliar with the reputation of these Trappist monks, it may surprise that all Belgian monasteries of this strict Cistercian order house respected breweries.
One of the three beers brewed within the walls of Westvleteren is a bold beverage comprising 10 per cent alcohol that is more reminiscent of liquid Christmas pudding than beer. To put it in perspective, the two leading beer-rating websites — ratebeer.com and beeradvocate.com — review about 30,000 world beers. Westvleteren 12 is at the top of both lists.
This sensational drink is a lovely dark mahogany-ruby colour, with many aromas ranging from port to raisins and plums.
The brewery, which is closed to most visitors, and the newly built Cafe In De Vrede across the road from it, are the only places where the beer can be bought. The monks brew only enough to keep the monastery running and their beer reservation phone line is open for only a few irregular hours throughout the year. Good luck getting through; you’ll also need to understand French or Flemish.
At the cafe, no reservations are needed but there is a strict limit of one six-pack a person a day. The monks’ brew can be sampled in a unique chalice-style glass for E4 ($8) and a takeaway six-pack costs E14. Savouring the complex ale in this corner of rural Belgium, where it was created, is beyond price for those with a passion for beer.
At the cafe, I spot at least one local farmer’s wife cradling a Westy 12, despite it being only 10.30am. Sadly, the food here is uninspiring in comparison with the beer (think cafeteria-style sandwiches).
A more sobering activity is a private minibus tour of the region’s battlefields, bunkers, craters and cemeteries dedicated to the Anzac Diggers. Even today, relics of World War I abound. Outside one farm, we spy an old shell, still live, propped against a lamppost for police collection. We learn that the hop-growing town of Poperinge, near the French border, was on an important supply line during WWI but it is a large hop sculpture in the middle of a roundabout that catches ourattention.
A Belgian brewery crawl can take in five other Trappist operations dotted across the country: Westmalle, Orval, Rochefort, Chimay and Achel. At Westmalle, the Cafe Trappisten sells the monastery’s two beer varieties (a dubbel and a tripel), which are widely available. With a superbly creamy head, the Westmalle beer goes well with a local cheese that is made from the milk of cows fed on spent brewing grains, accompanied by a bitey mustard.
Achel is housed in the Achelse Kluis monastery, on the Dutch border. Significantly, it offers a rare opportunity to view a Trappist brewery, as Achel is separated from its cafe by glass walls. We don’t spot any monks at work, but do admire the brewery workings, including the stainless-steel mash tun and boiler vessel, overlooked by the crucifix found at all Trappist breweries. Let’s hope their blessings ensure my posted ale arrives home safely.
www.sintsixtus.be
www.salienttours.com
11July2008
Posted by Amanda Reid under: General.
Exploring Tokyo on the run
Japanese tourist trails follow many paths, as Amanda Reid reports.
PERCHED at a bar in the Tokyo district of Roppongi, my new acquaintance asked if I liked beer. Not really. What about running? Even less.
When his next words involved “hash”, my confusion deepened, until he explained that members of the international running club, the Hash House Harriers, are fond not only of running, but also of socialising and drinking beer.
After multiple reassurances regarding my lack of fitness, I turned up the next week, as instructed, at the designated exit of Daikanyama rail station, on the Tokyu Toyoko line. Following chalk arrows for five rainy minutes to reach the meeting point, the buzzing cafes and afternoon shopping activity I passed were undeniably tempting.
It soon became clear that “hashing” — loosely based on hare-hunting — provides instant access to a bunch of unusually extroverted Japanese, many of whom speak some English, as well as to a smorgasbord of sociable expats and members of the American military, stationed near Yokohama.
The club uses the term hash for the chalk signs and flour used to mark the trail. A runner is pre-selected to be the “hare” and lays the trail for the other runners (the “hounds”) to chase, after a 10-minute head start.
There are more than 1800 hash groups worldwide. As long as you’re not offended by bawdy jokes, travellers are usually welcome to join in. I encountered some fast, athletic-looking runners, but the guy with a pram called “Fugu” (Pufferfish) was proof that people of all shapes and sizes are welcome. Addressing each other using slightly rude and bizarre hash nicknames appears to be the norm.
Hashing lets you explore sections of the city or countryside that you’re unlikely to visit otherwise. Throughout Japan, there are exotic surprises, such as a peaceful, rundown old temple in the middle of a dingy suburb, or a wooden heritage house nestled in a bamboo garden. Having scouted the trail beforehand, the “hare” usually knows the terrain well. These can lead you via hidden shrines and cemeteries, through Daiei supermarket aisles or parks full of blossoms and — if the “hare” is mean — up too many hills. I also puffed my way around the swarming streets of trendy Harajuku, past costumed girls wearing face paint.
The Japanese on the street did stare at the group, as foreigners (gaijin) tend to stand out — and even more so, if they are dripping with sweat, blowing whistles and yelling “on-on!”. However, the owner of a bottle shop was delighted when we stopped for refreshment.
After finishing the 90-minute run, the imbibing continued. Songs were sung and one member was assigned a hash nickname (Krusty Pants) after completing the obligatory eight runs.
The laughter continued at a nearby izakaya — a traditional Japanese bar/restaurant — where food and jugs of beer appeared and we set about gaining the kilograms we had shed getting here.
21June2008
Posted by Amanda Reid under: General.
Excerpt only
You are naked, at home. Imagine looking through your wardrobe and deciding what you’ll wear tonight. You already know, of course – that outfit that makes you feel most stunning, the most confident and sensuous: your favourite one.
You’ve already showered and finished your hair. Now put on your best lingerie. It would be such a waste if this didn’t get seen.
Slowly slip on your outfit, then carefully unroll your stockings. Or, you can choose to go without stockings tonight. It’s hot and you might want to run your hand up your leg, freshly shaved and ready.
Put on your tiny, most expensive earrings, and the perfume that people comment on. Make up your face with a smudge of red lipstick, to make you appear aroused. Find your shoes – the high heeled ones that are so impractical, for practicality and being sensible have no place in this fantasy.
Take a moment to flirt with yourself in the mirror. Your sexuality is vibrant. Let the anticipation and excitement take hold. Now, with confidence, leave home.
As you walk down the street and hail a taxi, it feels like everyone must be noticing you. Surely they can smell your erotic, steaming mood? Choose one male passer-by, and meet his eyes.
When you alight from the taxi, it’s raining slightly, with a combination of fresh relief and heat hanging in the air. It reminds you of something – a man’s breath on your leg and sweat on the sheets a few summers ago?
Descend the stairs in front of you. Enter the room and expect everyone to become aware of you. Accept a glass of wine, taste it on your lips. Mingle. Your voice is smoother than usual, as you talk with acquaintances, strangers.
You are asked to dance, and he is given the opportunity. He’s a strong partner – he leads you with ease and makes you look good, so you continue to dance with him. To this man, dancing is a form of sex. He holds you close now so you can smell his sweat and feel his heart beat. His attraction to you is raw and direct. He believes he is in charge. Hands wander.
21March2008
Posted by Amanda Reid under: General.
FIRST PERSON
What did you do to your leg?” I have a plethora of stories invented for strangers who ask about the origin of my limp, which comes and goes. An old sports injury, vigorous sex, falling while dancing hip-hop in the shower …
When your life is substantially affected by an illness, it can be difficult to avoid the topic with new acquaintances. It is just as tricky when the illness is not immediately obvious, as natural conversation tends towards the inevitable question “And what do you do?” Er, well, I’m not really doing that much right now, just taking it easy.
My uncertainty is because I’ve been diagnosed with chronic fatigue syndrome. There is no real explanation or cure for CFS; no test or proof to say: “This is what’s making me feel ill.”
As a young person, I often feel an undeserved sense of shame and a definite wariness when discussing the condition, even with doctors. I know that it is a weird condition; the intensity of the fatigue and weakness can change from day to day. There are different levels of disability (some people can work, others are bed-bound for years) and the collection of extra symptoms varies considerably among patients.
While the exact nature of chronic fatigue syndrome remains a mystery, CFS has been classified by the World Health Organisation as a disorder of the brain. Telling people I have chronic fatigue syndrome can actually result in a short laugh and comments like, “I must have it, too, especially after a big night out with the boys.” I don’t laugh as loudly.
Sometimes, people ask me if CFS is the same as depression. No, it is not, although drugs initially developed for depression may also help with CFS. Thankfully, I am able to enjoy things, even when I am lying down. Especially if someone is lying down next to me.
Use the term “neurological illness” and people don’t tend to start suggesting potential cures. The mention of CFS, however, more often than not prompts recommendations of ice baths, green tea, organic vegetables, vitamins A-Z or meditation. But, wait, there’s more: acupuncture, Chinese herbalism, homeopathy, iridology, counselling, reiki healing and just about anything else one can think of.
Well-intentioned people will sometimes suggest a particular practitioner. If I mention that I have already seen several practitioners of (insert random alternative therapy) who were unable to help, they insist that I chose dud practitioners. Where do I stop? It can seem like there are so many “cures” that it’s a wonder the illness exists at all. After trying many of the above, it is no wonder that my bank account is similar to my energy levels.
All this aside, I do understand that these suggestions are given with a desire to see me well, and I appreciate it when people want to know more and respond with empathy. I am touched by how considerate my family and friends are towards me: chauffeuring me about, coming to visit and being aware of simple things like the need to sit rather than stand if we are out.
Thank you for your willingness to listen to my complaints, discuss my new medications and accept my illness as a part of your lives, also.
Contact the ME/Chronic Fatigue Syndrome Society of NSW on9904 8433. CFS Awareness Day is Thursday, May 12.
21March2008
Posted by Amanda Reid under: General.
Amanda Reid has a few messages for mobile-haters. (SMH Heckler Feb 21 2005)
At university I knew a few people who made a stand against technological and social change by refusing to get a mobile phone. They watched in disdain as we lied about our income status to obtain one. They shook their heads as we frantically texted away and waited for it to ring. They laughed as our mobile bills rolled in.
Some of the more hard-core objectors are now carrying around a pre-paid brick that their mothers forced upon them, but they leave it turned off. They hunt down public phone boxes because they never have any credit. They continue their protest by refusing to learn to use features such as SMS.
Another student who used to be exceptionally vocal in her dislike of mobiles started her own belly-dancing business; today she carries around two mobiles – and leaves both of them switched on.
There are, of course, things that we all find annoying about the world of mobile phones. Overhearing the details of someone’s sordid weekend (and having to pretend we’re not listening). Awful ring-tones in the cinema.
But for better or worse most of us have come to rely on our mobile phones.
So if a person is still a sincere mobile-hater, what does this say about them? Are they a type of modern hermit? Is there a psychological reason that explains their strong avoidance of portable communication devices? Or are they merely stingy?
Maybe they should be respected for making an important spiritual statement – that it’s healthy for us to live in our immediate surroundings, with more patience and less instancy. Perhaps they’re emotionally stronger than I am, not needing the constant reassurance of family and friends only one press of a keypad away.
My own surprisingly excessive reaction to mobile-haters stems from Boxing Day. Trying to make last-minute plans, I tried to phone a mobile-hating boyfriend; not only did he have his mobile turned off, he had no voicemail. Oh, the lack of control I felt – I couldn’t even leave a message.
Granted, there were some extraneous circumstances in this case, involving his other girlfriend, who ended up stealing his phone and replying to my text.
This brings me to the question: how dateable are these disconnected people? Being a mobile-hater could be a marker for “I have something to hide” or “I am not open to you”.
I like having my loved ones know that there’s a good chance I’ll be there for them, ready to talk them through their latest drama. I’m not sure I should even consider seeing someone who is happy to ring my mobile any time, but refuses to reciprocate. Or could it be that I am too needy in not respecting their time alone?
Mobile-haters, I will work on understanding your wish for privacy. In the meantime, please, please can you at least get voicemail, and let me leave you a message for later?
25March2007
Posted by Amanda Reid under: General.
The literature review below is an example of my academic writing.
Over-the-counter medications in Australia: celebrity and expert endorsements
Key words: over-the-counter, OTC, medications, drugs, medicines, therapeutic goods, therapeutic products, direct-to-consumer advertising, marketing, effectiveness and impact, regulation, ethical issues, endorsements, Australia, celebrities, experts, public attitude, community opinion.
Introduction
Advertisers of pharmaceutical products are dealing with a product that may have a significant impact on a patient’s health (Chandra and Holt, 1999). Special care and additional responsibility is therefore needed in the promotion of these products. This is recognised and reflected in the fact that direct-to-consumer (DTC) advertising is not allowed for prescription medicines in Australia and many other countries (with the exception of the US and New Zealand). However, non-prescription medicines that are judged to be of less risk to the consumer can still be directly advertised in Australia .
Non-prescription medicines include over-the-counter (OTC) and complementary medicines. In Australia, OTC medicines can be bought for self-treatment from pharmacies, with selected products also available in supermarkets, health food stores and other retailers. Examples include cough and cold remedies, anti-fungal treatments, sunscreens, and non-prescription analgesics such as aspirin and paracetamol (www.tga.gov.au). According to the Australian Institute of Health and Welfare (2006), expenditure on overall OTC medications in Australia for 2004-05 was estimated to be almost $AUD 2,917 million (with the bulk of that paid by consumers). Complementary medicines (also known as ‘alternative’ medicines) include vitamin, mineral, herbal, aromatherapy and homoeopathic products; these may also be advertised to the consumer as long as they comply with regulations.
Regulation of advertising of non-prescription medicines in Australia
Before non-prescription medicines can be supplied at all, it is a requirement under the Therapeutic Goods Act 1989 that they be included in the Australian Register of Therapeutic Goods (ARTG). Different categories of the ARTG include registered (requiring a higher level of scrutiny) and listed (considered to be relatively benign). Advertisements are regulated by both co-regulatory and self-regulatory arrangements operated by the Therapeutic Goods Administration (TGA), the Therapeutic Goods Advertising Code Council (TGACC), the Australian Self-Medication Industry (ASMI) and the Complementary Healthcare Council (CHC).
Advertisements directed to consumers must currently comply with the Therapeutic Goods Advertising Code . This Code “provides that the marketing and advertising of therapeutic goods to consumers is conducted in a manner that promotes the quality use of therapeutic goods, is socially responsible and does not mislead or deceive the consumer”. Certain advertisements – those appearing on television or radio, newspapers, consumer magazines, billboards and cinema films – need prior approval.
Characteristics of OTC and complementary medicine advertising
Television, the internet and print mediums are heavily relied upon to reach retail consumers; other communication methods, such as face to face selling, free samples and direct mail may also be used to reach key constituents such as pharmacists and physicians (Kavanoor, Grewal and Blodgett, 1997). An older content analysis of OTC medicine television commercials in the US found that most of the ads (which were primarily for topical, respiratory and central nervous system medicines) were symptom focused, with nearly nine out of ten ads symbolically portraying drug performance to be an easy cure or simple solution, but with little information about the time lapse of drug effects (Tsao, 1997). Many ads use a direct comparative format (eg. Drug 1 is more effective than Drug 2, and works twice as fast) (Kavanoor et al., 1997). Chandra and Holt (1999) state that OTC medicine advertisements tend to be truthful, but that they frequently omit information which the consumer needs to make appropriate product selections.
Kavanoor et al. (1997) emphasised the persuasiveness of credibility enhancement in OTC medicine advertising, for example substantiation and multiple explanations for claims or pointing to respected, third-party verification. One strategy that is controversially used is endorsement by celebrities and/or experts. An endorsement means “any advertising message (including verbal statements, demonstrations, or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organisation) which consumers are likely to believe reflects the opinions, beliefs, findings or experience of a party other than the sponsoring advertiser” (FTC guidelines, S255.0).
Celebrities and general advertising
Celebrities sell. The use of celebrities or ‘famous’ people as a marketing strategy is now a commonplace practice for anything from fast food products to make-up, sports shoes and pharmaceutical products. Reasons of marketing managers for utilising celebrity endorsers include attempting to stand out and break through media clutter; defining and refreshing a brand image via celebrity values; instant credibility and free associated PR coverage (Erdogan and Baker, unknown). Silvera and Austad (2004) emphasised that the effectiveness of an endorser is dynamic and possibly dependent on societal and cultural context, for example, American cultural norms might include a stronger identification with the celebrity system than that found elsewhere.
Other important influences on the effectiveness of the celebrity strategy include how well the celebrity fits with the advertising idea, the celebrity-target audience match, the celebrity-product match, cost of acquiring the celebrity, celebrity values, controversy risk, popularity, availability, physical attractiveness, credibility, profession, prior endorsements and whether the celebrity is a brand user (Erdogan and Baker, unknown). Celebrities are typically rated as being more likeable, believable, trustworthy and physically attractive than non-celebrities in similar advertising; celebrity ads are more often rated higher on overall ad-liking (Mehta, 2005). While celebrities are consistently found to make ads more attention-grabbing and memorable (increasing awareness of ads), favourable perceptions of a celebrity endorser do not necessarily translate to increased purchase intentions (Mehta, 2005; O’Mahony and Meenaghan, 1997/8). Erdrogan (1999) provides an overview of the inconsistencies in the literature regarding whether celebrities are able to initiate behavioural intent, and under what conditions. For example, in a study by Mehta (1994; cited by Erdrogan, 1999), receivers in non-celebrity conditions focused more on the brand and its features, while in celebrity conditions, they concentrated on the celebrity; this ‘vampire effect’ is a common concern among marketers.
Controversial celebrity endorsement of medicines
Major pharmaceutical firms in the US have recently come under fire for their use of celebrities in marketing campaigns for prescription medicines. The Financial Times stated that US drug companies are “employing celebrities in the same way that Nike or Pepsi might feature the latest sports or popstar to push their product” and are falling over themselves trying to find sick and ailing celebrities to provide testimonials (Sanghera, 2000). Some appearances by celebrities have clearly fallen into the category of ‘stealth’ advertising. As consumers have become more sceptical and distrustful of traditional advertising messages, covert marketing techniques have been increasingly employed by the advertising industry, and celebrities are in a perfect position to assist. Examples abound of US celebrities discussing their medical ailments, mentioning specific prescription drugs or categories of drugs, or referring viewers to a drug-company sponsored website while casually chatting to a talk-show host – without disclosing any financial arrangements or importantly, without adhering to US government requirements to mention anticipated side effects (Kaikati and Kaikati, 2004). Often this publicity is disguised as “public service disease awareness campaigns” which work well for companies whose drug is the leader in a category (Johnson, 2005; Napoli, 2002; Henderson, 2005).
In Australia, celebrity endorsements make their appearance in the big business of non-prescription medicines. For example, prominent Australian cricketer Shane Warne made headlines in the late 1990s when he was paid by pharmaceutical company Pharmacia Upjohn to quit smoking and to promote Nicorette, their brand of nicotine replacement gum and patches (Chapman and Leask, 2001). Although the exact sum he was paid was unclear, the ethical issues arising from this financial agreement were discussed intensely in the media – along with the fact that Warne was later photographed smoking before the contractual period had expired. The core ethical concern appeared to be not that he endorsed quitting smoking, or endorsed the company and products, but that he accepted money for taking on a difficult challenge that ordinary people have to face without payment (Chapman and Leask, 2001). Regardless, sales of the product increased dramatically in the 3 months following the commencement of Warne’s campaign (Chapman and Borland, 1999; cited in Chapman and Leask, 2001).
A study of celebrities in DTC prescription medicine print ads (commissioned by major drug company Pfizer) stated that while the celebrity ad was more attention getting and liked overall more than non-celebrity ads, celebrity ads were not seen to be providing more important messages or being more informative or believable. While a celebrity endorsed brand was sometimes seen as unique and improving quality of life more and sometimes increased motivation to consult a doctor, its efficacy and performance was not expected to be different to the medicines in the non-celebrity ads.
However, whether it is prescription or non-prescription medicines being advertised, celebrity endorsement can be criticised for not conveying any meaningful information about efficacy or side effects. This topic was notably absent from the report above. Celebrities may divert attention away from these crucial aspects of product evaluation, and research needs to examine this possibility. Although OTC medicines are categorised as such because they are thought to have less associated risks than prescription medicines, adequate comprehension of side effects and contraindications is important precisely because there is no prescribing doctor to assess and explain them. A study of consumer understanding of OTC print advertising in general indicated that the majority of consumer participants felt that the information contained in the ads did not help them evaluate side effects or contraindications, and that participants were unable to identify these (Sansgiry, Sharp and Sansgiry, 1999).
Expert endorsement in advertising
Expertise, or perceived knowledge about a product, is usually cited by researchers as a vital component of source credibility and the overall persuasiveness of celebrity endorsement ads (Silvera and Austad, 2004; O’Mahony and Meenaghan, 1997/8). This appears to be true even for familiar celebrities who get and hold attention (Premeaux, 2005). However, not all expert endorsers can be described as “celebrities”. Expert endorsements may be less common in general than celebrity endorsements, but some authors state that this strategy has been increasingly used in commercials (Biswas, Biswas and Das, 2006) in part because it is cheaper.
In most expert endorsement scenarios, the endorser is presented with a certain educational or vocational background. The credentials or qualifications of the endorser thus become the focus of the ad, implying specialised technical and/or medical knowledge with part of the endorser’s role here to ‘help’ the consumer understand the product class and why it is superior to competing products. Rather than merely associating the product with the public image of the particular celebrity (for example, Warne as a typically Australian, feisty, irreverent ‘lad’), such campaigns attempt to quickly associate the product with the image of an entire profession. There is potential for consumers to be mislead about the qualifications of the endorser as they often cannot be easily verified; the US Federal Trade Commission has strict guidelines for expert endorsement (www.ftc.gov/bcp/guides/endorse.htm). These guidelines state that not only must an endorser have the expertise they are represented as possessing, but that the endorsement must be supported by the actual exercise of their expertise (S255.3).
Expert endorsement is thought to be persuasive via the process of internalization – when the consumer accepts information that appears useful for the solution of a particular problem. In contrast, for some endorsement scenarios, consumers may be influenced by endorsers via a process of identification, encompassing celebrities such as Shane Warne (again, as a typical Australian ‘lad’), or other ‘unknown’ consumers who invoke feelings of similarity (Wang, 2005; Biswas et al., 2006). A study reported by Biswas et al. (2006) compared the differential effects of celebrity versus expert endorsements; the latter were more effective in reducing risk perception for high-technology products such as computers. Medicines are another high technology product, and reducing risk perceptions (of side-effects) may well be a marketing industry goal – although such data does not appear to be publicly available.
An older 1986 study specifically focused on OTC product advertisements, explicitly comparing student responses to mock ads with a celebrity, a ‘typical consumer’, a physician, a pharmacist and a combination of physician and pharmacist. Students were asked to indicate the likelihood that they would purchase a product in each case; the strongest three endorsements were the combination, then the physician, then the pharmacist – demonstrating the power of expert endorsement and regard for the physician. Interestingly, pharmacist ratings were higher if a ‘pre-treatment’ film was shown to raise regard for pharmacists, showing them as concerned, expert health professionals.
Health professionals as endorsers in Australia
In August 2005, the Therapeutic Goods Advertising Code Council recommended new rules that allowed health professionals (including doctors, dentists and pharmacists) in Australia to publicly endorse therapeutic goods. This particularly impacted on and involved those held in high regard in the medical profession: Dr Fiona Wood (2005 Australian of the Year) and Professor Kerryn Phelps (former Australian Medical Association president) endorsed the painkiller Nurofen and a complementary medicines company Metagenics respectively. General Practitioner Dr Diane Wruck promoted Children’s Panadol, in an advertisement that played on her dual role as a doctor and mother. Dr Wood later publicly expressed misgivings about her appearance, calling it a mistake, despite her fee being donated to her research centre for the treatment of burns victims (Smith, 2007).
Eighteen months after the initial change, the Council decided to reverse the decision and the 2007 amendment to the Code re-instated the long-standing prohibition. During its re-consideration of the issue, the TGACC took into account that the Australian Medical Association (AMA) is of the view that such conduct is unethical, and also became concerned that consumers could be misled as to the relevant efficacy of products and, as a result, may not choose the most suitable product for a particular circumstance. The Code more generally provides that an advertisement for therapeutic goods must not (among other things) be likely to arouse unwarranted and unrealistic expectations of product effectiveness or abuse the trust or exploit the lack of knowledge of consumers. The amendment allowed that all existing, approved advertisements could continue until their current, two year approval period expires; and all other advertisements for which approval is not required but which include endorsements, must be completely “phased out” within the following year.
Endorsement by doctors raises ethical issues about the specific doctor that is endorsing the product later recommending that product to their patients, and whether they explain to the patient the nature of their connection the company. Some doctors claim that it is only ethical if the advertisement explicitly states that the doctor is being paid to endorse the product (Urology Times, 2000), and that it makes no difference whether the product is prescription or OTC. Ethical debates about whether doctors should advertise their own services can also inform this issue: “there is a unique vulnerability that comes for want of relief from disability and disease, and patients are unlikely therefore to be capable of defending themselves with the incredulousness they may normally bring to other forms of advertising” (Tomycz, 2006, p.27). Purkey (2003) argued that as physicians are allowed to endorse health care products in the US, the Federal Trade Commission should impose more stringent standards for physicians than for other expert endorsers (such as not allowing the physician endorser to carry out the testing of the product being endorsed), because physicians are often held to higher standards than other professional groups, and have reputations of being reliable, trustworthy and credible in the community.
Central to the debate about the appropriateness of advertisements featuring such expert endorsements is that they undermine the medical profession’s reputation for independent clinical advice, and are poor for the public image of doctors. By playing on the regard and high esteem in which doctors are held by many parts of the community, critics worry that endorsements may actually reduce this esteem and undermine trust in a doctor/patient relationship. The minority of doctors who endorse products might be implying to the public that doctors in general, who are supposed to be patient advocates and give unbiased medical care, may also be product advocates and salesman (Urology Times, 2000).
However, the Australian Self-Medication Industry association argues that there were no formal complaints from the public and no evidence that confidence in doctors has actually been undermined (Smith, 2007). This assertion is correct in that there is little or no academic research on the topic. Most related research is offered from the marketing paradigm that focuses on the persuasive effectiveness of endorsement – as opposed to the impact on the consumer’s view of the endorser’s profession. The Morgan Gallup Poll in 2006/7 found that Australians rate nurses as the most ethical and honest profession (91% said high or very high), followed by pharmacists (85%) and then doctors (81%). This last figure had not decreased from the previous years but instead increased by 2% (www.roymorgan.com/news/polls/2007/4153).
Although effects on consumer/health profession relations with regard to DTC prescription medicine advertising is a separate issue to endorsement, some concerns may overlap. Survey data suggest that consumers generally believe that prescription medicine advertisements assist people to manage their health, but may leave some people with a diminished view of the doctor’s role, making it appear as if a doctor is not necessary (Hoek, Gendall and Calfee, 2004). Chandra and Holt (1999) stated that consumers could be encouraged to ignore or not to seek the advice of a health professional (which can be expensive) when an OTC advertisement is providing desirable information – such an effect could be amplified if doctors endorse OTC products.
The presumed negative effect of doctors’ endorsements is clearly an area in which research is needed to inform regulatory decisions. Does the general community actually respect doctors less after watching the advertisements and do they perceive an ethical problem? Does the presence of a doctor distract a viewer from adequately evaluating the side-effects and contra-indications of the drug themselves? Would they be more or less likely to consult a doctor about a health problem? Would it make a difference if the doctor is qualified or is only an actor playing the role (such as in the example where US celebrity Lorraine Braco, who plays a psychiatrist in “The Sopranos”, discussed her own depression in ads paid for by drug company Pfizer)?
Bibliography
AIHW (2006). Health Expenditure Australia 2004-05. Health and Welfare Expenditure Series No.28. Canberra, Australian Institute of Health and Welfare.
Biswas, D., A. Biswas, et al. (2006). “The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency and product technology orientation.” Journal of Advertising 35(2): 17-31.
Chandra, A. and G. A. Holt (1999). “Pharmaceutical advertisments: how they deceive patients.” Journal of Business Ethics 18(4): 359-367.
Chapman, S. and J.-A. Leask (2001). “Paid celebrity endorsement in health promotion: a case study from Australia.” Health Promotion International 16(4): 333-338.
Erdogan, B. Z. and M. J. Baker (unknown) “Celebrity endorsement: advertising agency managers’ perspective.” Cyber-Journal of Sport Marketing Volume, DOI:
Erdrogan, B. Z. (1999). “Celebrity endorsement: a literature review.” Journal of Marketing Management 14(4): 291-314.
Federal Trade Commission. “FTC guides concerning use of endorsements and testimonials in advertising.” Retrieved 12/06/2007, from http:/www.ftc.gov/bcp/guides/endorse.htm.
Henderson, D. (2005). Rise of celebrity testimonials spurs FDA scrutiny. Boston Globe. Boston, Mass.
Hoek, J., P. Gendall, et al. (2004). “Direct-to-consumer advertising of prescription medicines in the United States and New Zealand: an analysis of regulatory approaches and consumer responses.” International Journal of Advertising 23: 197-227.
Johnson, L. A. (2005). Web sites new twist in celebrity drug ads. www.commercialalert.org/news.
Kavanoor, S., D. Grewal, et al. (1997). “Ads promoting OTC medications: the effect of ad format and credibiility on beliefs, attitudes and purchase intentions.” Journal of Business Research 40: 219-227.
LaTour, C. and M. Smith (1986). “A study of expert endorsement of OTC pharmaceutical products.” Journal of Pharmaceutical Marketing and Management 1(2): 117-128.
Mehta, A. G. a. R. (2005). Celebrities in advertising: what are they likely or not likely to do? Food and Drug Administration, HHS; Docket N. 2005N-0354; Consumer Directed Promotion of Regulated Medical Products; Public Hearings, November 1-2.
Napoli, M. (2002). Celebrity drug-pushers: not all are up front. Health Facts. 27: 5-7.
O’Mahony, S. and T. Meenaghan (1997). “The impact of celebrity endorsements on consumers.” Irish Marketing Review 10(2): 15.
Pokorny, A. M. J. (2006). “Letter: Should doctors appear in advertisements?” Medical Journal of Australia 185(11/12): 673.
Premeaux, S. R. (2005). “The Attitudes of Middle Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers.” Journal of Promotion Management 11(4): 33.
Purkey, K. (2003). “Standards for physicians’ expert endorsements in advertisments.” The Journal of Legal Medicine 24: 379-394.
Saul, S. (2005). More celebrities finding roles as antidepressant advocates. The New York Times, March 21.
Sanghera, S. (2000). A celebrity prescription: MARKETING PHARMACEUTICALS. Financial Times. London, UK: 13.
Sansgiry, S., W. T. Sharp, et al. (1999). “Consumer understanding and interpretation of printed over-the-counter drug advertisments.” Journal of Pharmaceutical Marketing and Management 13(1): 15-26.
Silvera, D. H. and B. Austad (2004). “Factors predicting the effectiveness of celebrity endorsement advertisements.” European Journal of Marketing 38(11/12): 1509.
Smith, P. (2007). “Doctors banned from fronting drug ads.” Australian Doctor Feb 16: 1.
Therapeutic Goods Administration. (2006). “Plain English guide to the draft Australia New Zealand Therapeutic Products Regulatory Scheme (Advertising) rule – Final (December 2006).”
Tomycz, N. D. (2006). “A profession selling out: lamenting the paradigm shift in physician advertising.” Journal of Medical Ethics 32: 26-28.
Tsao, J. C. (1997). “Informational and symbolic content of over-the-counter drug advertising on television.” Journal of Drug Education 27(2): 173-197.
Urology Times (2000). “Avoid endorsement conflicts of interest, urologists say.” Urology Times 28(11): 16-.
Wang, A. (2005). “The Effects of Expert and Consumer Endorsements on Audience Response.” Journal of Advertising Research 45(4): 402.
21March2007
Posted by Amanda Reid under: General.
Chick Cheek
I once loved a boy who didn’t love me
That boy had a chick (who in fact hated me)
Four years I endured
Before I was cured
Relieved I said never again
Can you guess the next line?
This one lives with his chick
But he does look at me…when he drinks
And when she arrives, she’s so gentle and sweet
Even though we can’t really speak
As for me, I sit on my hands
Thinking of tying him up
You see I could touch and undress
Scratch and bite, and caress
But he’d remain guilt free
**********
Everything miniature
In the Tokyo shadows and café light
Five strangers are gradually crouching down
Adults showing embarrassed delight
They’re kneeling despite the unclean ground
Paying homage to one infant cat
Absorbed in a high of tenderness
Politely desiring to touch and possess
They squeak ‘Kawaii’
- Soooo cute!
Goofy smiles beam at the sight
She’s sucking a bottle that someone found
Innocent now of future nights
When she will warily slink around
Avoiding this sort of attention
**********
Don’t stop dancing me
Dance me and spin me
A sideways dip – wait
Traveling figure eight
Dance me and spin me
Return and turn so I can learn
your rhythms babe, your attitude
Please keep dancing me
Make me look like
who I wanna be
sexy and in harmony
Can’t you do a fountain break,
a salsa step, another take?
Cheeky-cheeky…oh all right
Return and turn again all night
Float me past my self-obsession
Focus on a fun life lesson
You can call the shots for now
Spin me twice and smile
Meet your eyes – what style!
Don’t stop dancing me