SENTINEL WATCH December 29, 2003 Issue

What do you hear about the flu?

By Rebecca Odegaard

The cartoon sketch is of family gathered around the television, crouching and trembling, faces screwed up in anticipatory horror and fear. The caption reads, "And now . . . the evening news."

The news these days has included around the-clock announcements of the arrival of flu season. This year, it's been proving already more severe than usual, and predictions are for continued aggravation. Many people have been seeking shots to ward off the flu or diminish the miserable effects depicted in commercials that show its suffering victims.

But an answer to both the fear of epidemic and the actual physical effects lies in a different direction. Most people are aware of the persuasive nature of advertising, and its influence on spending habits, on conduct—and even on health. Most can see, whether it's through an announcement of a surprise party among friends or the declaration of a successfully negotiated peace treaty, how the delivery of information sweeping across a room can change the atmosphere. In these instances, it is a "happy sweep" . . . a good contagion. But when there are repetitive reposts of illness, predicting helplessness and even death, the contagion is harmful.