Now revised and updated to reflect the impact of emergingtechnologies, this new edition of Advertising and Society:Controversies and Consequences examines the evolution ofadvertising and its influence on society.
- Expanded with five new chapters covering the impact of emergingtechnologies, including the evolution of Direct to Consumer (DTC)pharmaceutical advertising; product placement in various media; andthe growing intrusiveness of Internet marketing
- Explores a broad range of topics including alcohol, tobacco,and sex in advertising; the pros and cons of negative politicaladverts; advergrames; and the use of stereotypes
- Examines the impact of advertising through its distinctive‘point/counterpoint’ format –designed to sparkdiscussion and help students understand the complexities of theissues being presented
- Lends substantial clarity to the subject, uniquely balancingcriticism and practice within one text
- Includes chapter-level overviews and summaries of the topichistory and key issues, along with student-friendly features suchas ideas for papers and questions for discussion
|Product dimensions:||6.70(w) x 9.60(h) x 0.60(d)|
About the Author
Carol J. Pardun is Professor of Advertising and Director of the School of Journalism and Mass Communications at the University of South Carolina. She has been published in numerous journals, including Mass Communications and Society, Journal of Broadcasting and Electronic Media, and Journal of Advertising Research.
Table of Contents
Notes on Contributors viii
1 Introduction: Why Does Everyone Have an Opinion aboutAdvertising? 1Carol J. Pardun
Part I Enduring Issues 72 The Economic Impact of Advertising 9ARGUMENT C. Ann Hollifield 12Advertising lowers prices for consumers 12COUNTERARGUMENT Penny Abernethy 17Advertising makes products more expensive 17
3 Advertising to Children 24ARGUMENT J. Walker Smith 28Children are smarter than we think. Let’s respect them as theconsumers they are! 28COUNTERARGUMENT Dan Panici 34Children need more protection from advertising! 34
4 Political Advertising 43ARGUMENT Anne Johnston 45What’s so positive about negative advertising? 45COUNTERARGUMENT Albert R. Tims 52Why negative political advertising is bad advertising 52
5 Tobacco Advertising 61ARGUMENT R. Michael Hoefges 64The strong First Amendment right to promote lawful productsCOUNTERARGUMENT Timothy Dewhirst 74Rationales for the regulation of tobacco advertising and promotion74
6 Alcohol Advertising 84ARGUMENT Jon P. Nelson 87Not so fast! Evidence-informed alcohol policy requires a balancedreview of advertising studies 87COUNTERARGUMENT Esther Thorson 96Abandonment of alcohol advertising regulation carries a high socialcost 96
7 Sex in Advertising 106ARGUMENT Tom Reichert 108Sex in advertising: No crime here! 108COUNTERARGUMENT Kathy Roberts Forde 113Using sex in advertising is never a good idea 1138 Stereotypes in Advertising 121ARGUMENT Jane Marcellus 124What’s the harm in advertising stereotypes? 124COUNTERARGUMENT Margaret Morrison 130Stereotypes are a necessary and appropriate strategy foradvertising 130
Part II Emerging Issues 1359 Direct-to-Consumer Pharmaceutical Advertising 137ARGUMENT Beth E. Barnes 139Doctor knows best: Why DTC advertising of prescription medicationsis bad for patients 139COUNTERARGUMENT 1 Michael L. Capella and Charles R. Taylor146Pharmaceutical DTC advertising provides valuable information tohealth-care consumers 146COUNTERARGUMENT 2 Debbie Treise and Wan Seop Jung 154Feel empowered! Enhanced health knowledge! 154
10 Hyper-Niche Markets and Advertising 161ARGUMENT Joe Bob Hester 164Hyper-targeted and social: Why Facebook advertising may beadvertising at its best 164COUNTERARGUMENT Tom Weir 169Today is the new 1984: Big Brother is not only watching you –he is selling to you 169
11 Advertising and Product Placement inEntertainmentMedia 175ARGUMENT Geah Pressgrove 179Product placement is simply good advertising strategy 179COUNTERARGUMENT Kathy Brittain Richardson 186Placing products in entertainment media does not enhance the mediaexperience 18612 Advertising in Previously Hands-Off Journalistic Environments191ARGUMENT Beth E. Barnes 193This is news? Maybe not, but that’s okay! 193COUNTERARGUMENT Charles Bierbauer 200Advertising in strong journalistic environments is never a goodidea 200
13 Advergames 208ARGUMENT Adrienne Holz Ivory and James D. Ivory 210Food and beverage advergames are playing with children’shealth 210COUNTERARGUMENT Kevin Wise and Saleem Alhabash 218Evidence of advergame effectiveness 218
14 Advertising and Sporting Events 229ARGUMENT Erin Whiteside 232Advertising unhealthy products during sporting events makes senseas an advertising strategy 232COUNTERARGUMENT Marie Hardin 239Sporting events and advertising products are contrary toathletes’ lifestyles: The consequences of mixedmessages 239
15 Advertising to Captive Audiences 246ARGUMENT Angeline G. Close 248Why advertising is acceptable (almost) everywhere 248COUNTERARGUMENT Charles Pearce 259Who wants to be held captive by advertisers? Not me! 259
16 Advertising and Social Responsibility 265ARGUMENT Debra Merskin 267Companies are wise – and ethical – to use “socialresponsibility” as a creative strategy 267COUNTERARGUMENT Peggy Kreshel 275Cause-related marketing as a business strategy is ethically flawed275
What People are Saying About This
"Advertising and Society is a wonderful way to inspire discussion among students on the leading controversies in advertising."
—John Sweeney, University of North Carolina at Chapel Hill
"This point/counterpoint approach looks inside our multi-faceted advertising industry. But it's also a look inside ourselves as we examine our own beliefs. If you want your students to become critical thinkers, this is the book."
—Sheri Broyles, University of North Texas