Applied Health Communication

Every time someone watches television, it is almost guaranteed that during commercial breaks there will be a health care commercial. Whether the commercial advertises medicine or is an eye opening "truth" commercial a television viewer is bound to watch health adds during a television program. Liberty Medical applies the theory of planned behavior to their advertisement. 

To begin, the advertisement is making the audience aware that medicare "may" cover someone's testing supplies who has diabetes. The man tries to sell Liberty Medical's coverage by affecting a viewers attitude. He suggests many pros that align with signing up with Liberty. He claims clients will receive a free testing meter, free shipping, medicare will cover their testing supplies, and that Liberty will take care of all the billing. 

Liberty Medical subtly focuses on the subject norms during their commercial. In this particular commercial they do not discuss any family members that would help influence health behavior. However, the character of the old man illuminates the persona that the company is trying to reach out to. Almost instantly this clarifies the main demographic Liberty Medical is trying to attract. 

Finally, the advertisement strengthens the viewers perceived behavior control because the ad makes Liberty Medical's program sound so simple. He tells the viewer to call the number and that Liberty will be ready to assist you. Also, throughout the advertisement he discusses how they take care of the dirty work, such as bills and mailing testing supplies. 

http://www.youtube.com/watch?v=YXQaMaBxwRg