ABSTRACT
When I buy a box of Extra Strength Tylenol at the San Francisco airport I'm not just buying relief from my chronic back pain. I'm also buying a ‘text’ in the form of the package that the product comes in. The front of the package, with its familiar white lettering against a red background, identifies the product as a ‘pain reliever’ and ‘fever reducer’, and informs me that it comes in the form of ‘easy to swallow EZ TABS’, two of which are pictured on the package with rays of light emanating from them like Underdog's ‘super energy pill’ from the cartoons I watched as a child. The words on the side of the package address me directly:
Think about this: The pure pain relief in TYLENOL® works fast on your headache and won't irritate your stomach lining the way that aspirin, naproxen sodium, or even ibuprofen can.
TYLENOL® is considered a pain reliever of choice by doctors and leading professional healthcare organizations. When used as directed, TYLENOL® has a superior safety profile compared with other over-the-counter pain relievers.
