Well, “Technically” it is communicating: An ethical critique of a Celebrex© Ad

Direct-to-Consumer Advertising (DTCA) of prescription medications has been criticized from many sources for many reasons since it became permissible. This article critiques ethically and rhetorically a particularly egregious example of failed and flawed communication, concerning the drug Celebrex©. This particular television advertisement from 2005 presents conflicting messages of health and contentment coupled with risk and danger. Ethically, however, the textual message about risk and danger is practically incomprehensible, almost as though not meant to be grasped by the public consumer audience, even though this information is of vital importance in making prudent choices about the use of this medication.