The Media, Pharmaceutical Companies, and Consumers.

• Author: SALTZMAN, JOE
• Position: Brief Article

TURN ON your television set or pick up your favorite magazine and there they are, snazzy commercials and advertisements hawking the latest prescription drugs for every conceivable mild or even serious malady that seems to plague 21st-century Americans: heartburn, allergies, mood and anxiety problems, motion sickness, overactive bladders, cholesterol, smoking addiction, arthritis, even mild diabetes. Pharmaceutical companies have come out of the doctor's office and plunged right into your living room. Instead of trying to persuade pharmacists and physicians about their latest products, they're going directly to the consumers. The hype is the kind usually reserved for automobiles or beauty products. You almost feel un-American if you ignore their pitches and don't run to your doctor demanding that green, yellow, or purple pill that is guaranteed to solve all of your problems:

"Is anxiety overwhelming you?" Then a barrage of questions surrounding a frazzled cartoon female: "I can't sleep. I'm worried. I can't concentrate. I'm so restless. Why am I so irritable? My muscles ache. I feel tense. I'm always tired." Then the friendly advice: "Is that you feeling crushed by an onslaught of excessive worry? Good thing there's something you can do about it. A medication called BuSpar can help."

"24 Hours of Complete Heartburn Relief is Possible with the Purple Pill They Call Prilosec." A woman dressed in a dazzling purple dress frees herself from a yellow clock surrounded by flying purple pills as the advertisement declares: "It's Prilosec Time if you suffer from painful, persistent heartburn two or more days a week."

"What's an effective way to treat your nasal allergy symptoms?" A toy dog is on an artificial lawn. "A. Buy an artificial lawn. B. Buy an artificial pet. C. Try Nasonex. Nasonex helps relieve your nasal allergy symptoms both indoors and out."

"Has social anxiety put your life on hold?" A box labeled Yes is checked in red. "You are not alone. Social anxiety disorder affects over 10,000,000 Americans. Social anxiety disorder is an intense, persistent fear and avoidance of social situations. The extreme fear of being judged or embarrassed can put a life on hold.... Paxil is the only medication proved effective and approved by the FDA for the treatment of social anxiety disorder. Ask your doctor about Paxil today ... your life is waiting!"

A bowl of water is spilling over. The headline reads: "An Overactive Bladder Can Be an Accident Waiting...