Adrianne Ward

Some words and slogans are catchy, “Care that never quits”, a message that is definitely heartfelt. Then you have high impact words such as “Hope, Desire and Longevity”, which instantly grasp your attention; especially if the message addresses your specific need. These words are powerful and emotionally interconnected. And when included in Cancer Treatment Centers of America’s advertising these same words will immediately make a cancer patient give their all for that hope of longevity.

Additionally, their commercials can be viewed as inspirational because someone actually thought to reach out to people who have a strong desire to live and a determination to survive. Yet the end result is that the company operates as a for-profit center, therefore, all insurance is not accepted. These commercials should be deemed as deceitful, simply because they target all individuals with a cancer diagnosis while the Center declines treatment to those without the ability to pay.

It is understandable to be in business to make money, but at what cost are the stakes just a little too excessive? At some point, the advertisement turns a positive objective into something misleading and unethical. This happens when the outcome does not add up to the perception received by the viewers - thereby changing a dream of hope and longevity to despair and disbelief. What principles are used when people give encouraging testimonies in the commercials and the disclaimer scrolling at the top reads - “No case is typical. You should not expect these results.” They are giving someone something their hearts desperately desire, and then, in an instant, taking it away from them.

How do you feel about the Cancer Treatment Centers advertisements?

Graphic Credit:
Animationfactory.com