Council for Biotechnology Information: 'The Promise'

Mixings signifiers of joyous celebration (silhouetted farms at sunset, a boy running with a dog, fields of harvest, smiling families, birds in flight) with signifiers of scientific work (test tubes, DNA strands, lab technicians looking through microscopes), the commercial entitled 'The Promise' was underwritten by the seven largest biotech companies, including DuPont, Dow and Monsanto, to the tune of $50 million. Anticipating the move towards labeling laws being promoted by consumer and antibiotech activists, this campaign is intended to shape an atmosphere of acceptance of genetically engineered products. (Scott Killman, "Biotech ad campaign attempts to shape U.S. attitudes toward modified crops," Wall Street Journal 4/4/2000, B6.

The narrative supported by an uplifting musical score ties biotech research to both medicine and agriculture. The serene music, the pristine imagery of an unsullied nature, in combination with the narrative frames an image of progress that would seem to inevitably lead to better health and higher quality of life through the production of more effective medicines and healthier crops.

These companies no longer label themselves chemical companies. They are now life science companies surrounded by images of health and joy.

A soybean crop yields a more bountiful harvest
A patient has a medicine she needs
A boy can survive a childhood disease
A cotton crop helps protect itself from certain pests.
Because discoveries in Biotechnology from medicine to agriculture
are helping doctors and farmers to treat our sick and protect our crops.
An American farmer will produce a healthier grain
And an African farmer can provide better for his family
Because biotechnology researchers test and test to find new solutions
Solutions that are improving lives today
Solutions that could improve our world tomorrow
To learn more about biotechnology and agriculture visit our website
Or call our 800 number

    Council for Biotechnology Information
    Whybiotech.com
    800-980-8660
Technoscience