This approach refers to the depiction of physical and psychological discomfort.  

Creatives in this approach use: 

→ Images of people experiencing different types of pain, accordingly to the topic of the proposed offerer. 

→ Images of internal organs relevant to the offerer.

→ The medicinal form of the offerer and the possibilities of its application

➡️ The first point also stands on two approaches: 

→ Physical pain. Depicting painful sensations in a specific body part or organ (e.g. knee pain).

→ Emotional pain. Suffering caused by emotional problems that prevent you from performing certain activities (e.g., painful feelings about not being able to play soccer with your grandchildren because of joint problems).