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Advertising and Society: An Introduction / Edition 2

Advertising and Society: An Introduction / Edition 2

by Carol J. Pardun


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Advertising and Society: An Introduction / Edition 2

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 Details

ISBN-13: 9780470673096
Publisher: Wiley
Publication date: 09/10/2013
Pages: 312
Sales rank: 482,963
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? 1
Carol J. Pardun

Part I Enduring Issues 7

2 The Economic Impact of Advertising 9

ARGUMENT C. Ann Hollifield 12

Advertising lowers prices for consumers 12

COUNTERARGUMENT Penny Abernethy 17

Advertising makes products more expensive 17

3 Advertising to Children 24

ARGUMENT J. Walker Smith 28

Children are smarter than we think. Let’s respect them as theconsumers they are! 28


Children need more protection from advertising! 34

4 Political Advertising 43

ARGUMENT Anne Johnston 45

What’s so positive about negative advertising? 45


Why negative political advertising is bad advertising 52

5 Tobacco Advertising 61

ARGUMENT R. Michael Hoefges 64

The strong First Amendment right to promote lawful products

COUNTERARGUMENT Timothy Dewhirst 74

Rationales for the regulation of tobacco advertising and promotion74

6 Alcohol Advertising 84

ARGUMENT Jon P. Nelson 87

Not so fast! Evidence-informed alcohol policy requires a balancedreview of advertising studies 87


Abandonment of alcohol advertising regulation carries a high socialcost 96

7 Sex in Advertising 106

ARGUMENT Tom Reichert 108

Sex in advertising: No crime here! 108

COUNTERARGUMENT Kathy Roberts Forde 113

Using sex in advertising is never a good idea 113

8 Stereotypes in Advertising 121

ARGUMENT Jane Marcellus 124

What’s the harm in advertising stereotypes? 124

COUNTERARGUMENT Margaret Morrison 130

Stereotypes are a necessary and appropriate strategy foradvertising 130

Part II Emerging Issues 135

9 Direct-to-Consumer Pharmaceutical Advertising 137

ARGUMENT Beth E. Barnes 139

Doctor knows best: Why DTC advertising of prescription medicationsis bad for patients 139

COUNTERARGUMENT 1 Michael L. Capella and Charles R. Taylor146

Pharmaceutical DTC advertising provides valuable information tohealth-care consumers 146

COUNTERARGUMENT 2 Debbie Treise and Wan Seop Jung 154

Feel empowered! Enhanced health knowledge! 154

10 Hyper-Niche Markets and Advertising 161

ARGUMENT Joe Bob Hester 164

Hyper-targeted and social: Why Facebook advertising may beadvertising at its best 164


Today is the new 1984: Big Brother is not only watching you –he is selling to you 169

11 Advertising and Product Placement inEntertainment

Media 175

ARGUMENT Geah Pressgrove 179

Product placement is simply good advertising strategy 179

COUNTERARGUMENT Kathy Brittain Richardson 186

Placing products in entertainment media does not enhance the mediaexperience 186

12 Advertising in Previously Hands-Off Journalistic Environments191

ARGUMENT Beth E. Barnes 193

This is news? Maybe not, but that’s okay! 193

COUNTERARGUMENT Charles Bierbauer 200

Advertising in strong journalistic environments is never a goodidea 200

13 Advergames 208

ARGUMENT Adrienne Holz Ivory and James D. Ivory 210

Food and beverage advergames are playing with children’shealth 210

COUNTERARGUMENT Kevin Wise and Saleem Alhabash 218

Evidence of advergame effectiveness 218

14 Advertising and Sporting Events 229

ARGUMENT Erin Whiteside 232

Advertising unhealthy products during sporting events makes senseas an advertising strategy 232


Sporting events and advertising products are contrary toathletes’ lifestyles: The consequences of mixed
messages 239

15 Advertising to Captive Audiences 246

ARGUMENT Angeline G. Close 248

Why advertising is acceptable (almost) everywhere 248

COUNTERARGUMENT Charles Pearce 259

Who wants to be held captive by advertisers? Not me! 259

16 Advertising and Social Responsibility 265

ARGUMENT Debra Merskin 267

Companies are wise – and ethical – to use “socialresponsibility” as a creative strategy 267


Cause-related marketing as a business strategy is ethically flawed275

Index 295

What People are Saying About This

From the Publisher

"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

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