{
"source_attachment": {
"filename": "calmora_no_rem(2).jpg",
"path": ""
},
"document": {
"document_type": "advertisement",
"title_or_product": "Calmora PM",
"summary": "Text-only advert for Calmora PM, describing it as a once-nightly sleep aid and making benefit claims about sleep onset, nighttime awakenings, and morning restoration."
},
"regions": [
{
"id": "r01",
"type": "headline",
"bbox": [0.365, 0.079, 0.637, 0.108],
"text": "Calmora PM",
"description": "Large bold black product name centred near the top of the advert.",
"semantic_role": "Identifies and prominently brands the advertised product.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.0,
"reason": ""
},
"CF": {
"score": 0.0,
"reason": ""
},
"VPF": {
"score": 0.0,
"reason": ""
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r02",
"type": "subheading",
"bbox": [0.373, 0.123, 0.629, 0.139],
"text": "REST DEEPER. WAKE READY.",
"description": "Short red uppercase slogan beneath the product name.",
"semantic_role": "Presents concise sleep and morning-readiness benefits associated with the product.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.55,
"reason": "The slogan presents product-associated benefits of deeper rest and waking ready without visible evidence or sourcing."
},
"CF": {
"score": 0.15,
"reason": "The phrase 'REST DEEPER' suggests a degree of sleep improvement without specifying what deeper means or how it would be measured."
},
"VPF": {
"score": 0.5,
"reason": "The slogan projects an aspirational state of improved rest and readiness on waking."
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r03",
"type": "headline",
"bbox": [0.075, 0.153, 0.926, 0.224],
"text": "Quiet the night. Own the morning.",
"description": "Large bold black slogan centred inside a pale grey horizontal banner.",
"semantic_role": "Frames successful sleep and a better morning as the desired experiential outcome.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.15,
"reason": "The slogan loosely associates the advertised product with improved nighttime and morning experience, but remains strongly rhetorical rather than evidential."
},
"CF": {
"score": 0.0,
"reason": ""
},
"VPF": {
"score": 0.65,
"reason": "The wording 'Own the morning' strongly projects an aspirational sense of control, readiness, and wellbeing."
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r04",
"type": "product_claim",
"bbox": [0.109, 0.255, 0.892, 0.291],
"text": "Calmora PM is a once-nightly sleep aid designed to help adults fall asleep faster and wake feeling\nrestored.",
"description": "Centred black body text describing the product as a once-nightly sleep aid and stating intended sleep and waking benefits.",
"semantic_role": "States the product category, intended users, dosing frequency, and principal claimed benefits.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.75,
"reason": "The product-specific claims of faster sleep onset and waking restored are presented without visible supporting evidence, study information, or source."
},
"CF": {
"score": 0.1,
"reason": "The phrase 'wake feeling restored' expresses a vague outcome whose meaning is not operationally specified."
},
"VPF": {
"score": 0.35,
"reason": "Waking 'feeling restored' projects a desirable state of renewed wellbeing."
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r05",
"type": "product_claim",
"bbox": [0.155, 0.302, 0.847, 0.319],
"text": "Its dual-action formula supports relaxation while helping reduce nighttime awakenings.",
"description": "Centred black sentence describing a dual-action formula and claimed effects on relaxation and nighttime awakenings.",
"semantic_role": "Attributes two sleep-related effects to the product formula.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.75,
"reason": "The product-specific effects on relaxation and nighttime awakenings are asserted without visible evidence or sourcing."
},
"CF": {
"score": 0.45,
"reason": "The term 'dual-action formula' gives an impression of mechanistic specificity while the two actions or mechanisms are not actually defined."
},
"VPF": {
"score": 0.25,
"reason": "The reference to relaxation evokes a desirable state of calm and wellbeing."
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r06",
"type": "body_text",
"bbox": [0.326, 0.331, 0.675, 0.348],
"text": "Take one tablet 30 minutes before bedtime.",
"description": "Centred black dosing instruction specifying one tablet and timing before bedtime.",
"semantic_role": "Provides a simple usage instruction for the advertised product.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.0,
"reason": ""
},
"CF": {
"score": 0.0,
"reason": ""
},
"VPF": {
"score": 0.0,
"reason": ""
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
},
{
"id": "r07",
"type": "product_claim",
"bbox": [0.075, 0.356, 0.927, 0.416],
"text": "FAST-ACTING NIGHTTIME RELIEF",
"description": "Large red uppercase claim centred within a pale pink horizontal banner.",
"semantic_role": "Emphasises speed of action and nighttime relief as major product benefits.",
"fields": {
"SD": {
"score": 0.0,
"reason": ""
},
"ED": {
"score": 0.7,
"reason": "The claim that the product is fast-acting and provides nighttime relief is presented without visible evidence or supporting detail."
},
"CF": {
"score": 0.25,
"reason": "The term 'FAST-ACTING' implies a meaningful speed of effect but gives no time threshold or measurable definition."
},
"VPF": {
"score": 0.2,
"reason": "The promise of nighttime relief evokes a desirable state of comfort and ease."
},
"SCF": {
"score": 0.0,
"reason": ""
},
"RSF": {
"score": 0.0,
"reason": ""
}
}
}
],
"global_fields": {
"SD": {
"score": 0.0,
"summary": "No visible claim or graphic clearly participates in scientifically dubious world knowledge or pseudo-scientific content."
},
"ED": {
"score": 0.75,
"summary": "Several prominent product-specific sleep and waking benefits are asserted without visible studies, sources, statistics, or other supporting evidence."
},
"CF": {
"score": 0.35,
"summary": "The advert contains some semantically indeterminate quasi-technical wording, especially 'dual-action formula' and 'FAST-ACTING', but most of its language is ordinary promotional language rather than heavily scientific."
},
"VPF": {
"score": 0.55,
"summary": "The advert repeatedly projects desirable states of deeper rest, restoration, relaxation, relief, and morning readiness through prominent slogans and benefit language."
},
"SCF": {
"score": 0.0,
"summary": "No visible side effects, contraindications, adverse-event information, strong-potency statements, or other explicit indications of non-trivial health risk are present."
},
"RSF": {
"score": 0.0,
"summary": "No visible safety warning or risk disclosure is present whose typography, placement, contrast, or relationship to benefit claims could be assessed as suppression."
}
}
}