Essay Draft:
The 1980s may be best remembered for bad hair, synthesizers, and groundbreaking international politics, but it was a decade of despair for many affected by the HIV/AIDS pandemic, which still ravages even the most developed countries today. Though we still deal with the deadly virus in 2021, there’s an overarching sense of hope in the battle against HIV and AIDS, which is best exemplified by Gilead’s 2020 commercial, Descovy for PrEP. The advertisement flaunts the title prescription’s ability to prevent the spread of HIV through sex, a scientific breakthrough even the leading HIV/AIDS researchers could only dream of at the peak of the epidemic. In contrast, the 1987 Australian Grim Reaper ad by the National Advisory Committee on AIDS focuses on the hopelessness that HIV/AIDS victims are presented with, and the need for urgent action to prevent the spread of HIV. By examining the ways both commercials establish trust, their individual rhetorical situations and devices, and the commonplaces that affect both advertisements, one is able to see the change in how HIV/AIDS is viewed by society.
“Step up, PrEP up,” are the first lines of Gilead’s 2020 advertisement for the HIV prevention drug Descovy. The simple statement is uttered by a drag queen, a transgender woman, and gay/bisexual men throughout the advertisement, which establishes the target audience of the campaign as demonstrated by the diverse cast, and also repeats the significance of HIV prevention by using the almost catch-all phrase. As the segment is a medication advertisement, logos is established almost immediately through the discussion of Descovy’s functions and side effects, and connects to the overarching theme of hope in the fight against HIV/AIDS which is also presented in the rhetorical choices of the advertisement. The use of upbeat drumbeats and natural lighting signifies a sunnier future for assigned-male-at-birth (AMAB) LGBTQ+ people who take Descovy to prevent HIV/AIDS. By portraying Descovy customers as jovial, successful, and many in satisfactory relationships; Gilead employs the commonplace of their medication as an overall cure. Of course, Descovy, like all medications, can’t fully prevent or cure the disease it was created to, but that doesn’t stop Gilead from portraying Descovy patients as perfect and successful people. Overall, Gilead’s Descovy for PrEP commercial signifies a new hope in the fight against HIV/AIDS, which is best exemplified in the advertisement’s stylistic choices and employment of commonplaces.
The National Advisory Committee on AIDS (NACAIDS)’s 1987 Grim Reaper commercial reflects the urgency of tackling the HIV/AIDS pandemic and the prevailing attitudes towards gay men at the height of the outbreak. The advertisement begins with a depressing gong, and a model group of Australians of all ages are lowered down to face the wrath of a bowling Grim Reaper. As the contemporary statistics of the HIV/AIDS pandemic are read by a foreboding narrator, the grim reaper figure mows down person after person with a giant black bowling ball, creating a visual interpretation of the cost of HIV. The grim reaper figure can arguably be representative of “gays and IV drug users,” which “at first…were being killed by AIDS,” as this beginning statement seemingly blames both groups, especially gay men, for being the reason for the rapid spread of HIV/AIDS to the general population (NACAIDS). The end scene showing multiple grim reapers at a bowling alley solidifies this interpretation, for if the grim reaper was just representative of AIDS itself, then there would be no need for more than one. Though AMAB LGBTQ+ people and intravenous drug users were more often afflicted with HIV/AIDS, the spread of the virus isn’t the fault of one particular group, thus NACAIDS leans into the contemporary commonplace that gay men and drug users were the only groups responsible for the viral spread. However, NACAIDS importantly notes that all people can catch HIV, correcting the common misconception that only gay men and drug addicts could get AIDS. However, the grim reaper, no matter what it represents, is always a foreboding figure, and when paired with dark and cloudy visuals, promotes urgency in tackling the AIDS crisis and the seriousness of the disease itself. The Grim Reaper commercial utilizes dramatic statistics about the HIV/AIDS crisis in Australia to direct its national audience to see further past the elaborate visuals, which serves as an overall hook. NACAID’s Grim Reaper advertisement utilizes a unique, electrifying style to compliment the establishment of trust in order to urge understanding and urgency of the HIV/AIDS pandemic.
There’s a very obvious thematic and stylistic difference between Gilead’s and NACAIDS’ commercials, which can be attributed to the overall progression of the HIV/AIDS pandemic, as well as society’s movement towards acceptance in general. While Descovy for PrEP is a hopeful commercial, presenting a possible cure to the spread of HIV; Grim Reaper exemplifies the popular belief in 1987 that HIV is virtually a death sentence, because there was no cure and no medicinal way to prevent the spread of HIV/AIDS. In a lot of ways, Grim Reaper is definitely flawed especially in its portrayal of AMAB LGBTQ+ people, but its emphasis on how HIV/AIDS is indiscriminate was incredibly progressive for its time. Descovy for PrEP provides a much more positive viewpoint of AMAB LGBTQ+ people, showing those at risk or afflicted with HIV as happy and successful, which reflects the overall hopeful theme of the commercial. Both advertisements utilize scientific fact and statistics to gain the trust of their audience, as well as discuss safe sex practices in order to stop the spread of HIV/AIDS. The stylistic choices of the two commercials differ drastically, with Gilead’s providing sunny scenes and NACAIDS’ presenting a visual representation of the deadliness of AIDS. The comparison of both campaigns can signify both the scientific breakthroughs in the fight against HIV/AIDS, and the growing movement of acceptance in society. Today, there’s effective prevention against HIV/AIDS, and even treatment for people afflicted with HIV, something that scientists in 1987 could barely even imagine. LGBTQ+ people are now easily accepted in most societies, as shown by the difference in portrayals in the Grim Reaper and Descovy for PrEP.
Though millions of people across the world were lost to HIV/AIDS, the human race has gained an advantage in the fight through scientific advancement. LGBTQ+ people, though we still struggle with discrimination, are readily accepted in many societies. Both of these developments are greatly exemplified through the rhetorical strategies, style, and establishment of trust in Gilead’s 2020 Descovy for PrEP commercial, and NACAIDS’ 1987 Grim Reaper campaign.
Speech Outline:
Introduction/Thesis: The 80s are best known for ridiculous hair styles, synth-pop music, and major shake-ups in international politics. But what’s most overlooked is the HIV/AIDS epidemic, which has killed 36.3 million people since the first outbreak in 1981. Even back in the 1980s it was overlooked, especially since it was falsely believed that it only affected gay men and IV drug users. However, NACAIDS’ 1987 Grim Reaper ad helps inform the Australian people about the risk of HIV/AIDS for the general population using heavy rhetoric, dark visuals, and dramatic establishments of trust.
The dramatic visuals help represent the grave danger that HIV/AIDS presents to the general population.
- Grim reaper interpretation as gay men/IV drug users
- Bowling scenes help reinforce the statistics that the narrator talks about
The heavy words by the narrator and the use of statistics help add to the rhetorical situation and establish trust to show the gravity of the HIV/AIDS epidemic.
Restate thesis