Advertising and society : an introduction / edited by Carol J. Pardun.

Format:

Book

Contributor:

Pardun, Carol J., editor.

Language:

English

Subjects (All):

Advertising--Social aspects--United States.

Advertising.

Advertising, Political--United States.

Advertising, Political.

Advertising--Social aspects.

United States.

Advertising--United States.

Genre:

Electronic books.

Physical Description:

1 online resource (296 pages)

Edition:

Second edition.

Place of Publication:

Chichester, West Sussex, England : Wiley Blackwell, 2014.

System Details:

text file

Summary:

Now revised and updated to reflect the impact of emerging technologies, this new edition of Advertising and Society examines the evolution of advertising and its influence on society. To facilitate discussion and expose readers to all sides of each debate, chapters are organized in a unique "argument-counterargument" format. They explore controversial topics such as alcohol, tobacco, and sex in advertising; the pros and cons of negative political ads; the use of stereotypes in advertising; and the evolution of industry channels, including direct to consumer (DTC) pharmaceutical advertising, product placement in various media, and the increasing intrusiveness of Internet marketing forms. Engaging and thought-provoking, Advertising and Society is an invaluable resource to stimulate thinking while revealing the controversies, complexities, and ethics of the most contentious issues in contemporary advertising. Book jacket.

Contents:

1 Introduction: Why Does Everyone Have an Opinion about Advertising? / Carol J. Pardun Pardun, Carol J. 1

Part I Enduring Issues 7

2 The Economic Impact of Advertising 9

Argument / C. Ann Hollifield Hollifield, C. Ann 12

Advertising lowers prices for consumers 12

Counterargument / Penny Abernethy Abernethy, Penny 17

Advertising makes products more expensive 17

3 Advertising to Children 24

Argument / J. Walker Smith Smith, J. Walker 28

Children are smarter than we think. Let's respect them as the consumers they are! 28

Counterargument / Dan Panici Panici, Dan 34

Children need more protection from advertising! 34

4 Political Advertising 43

Argument / Anne Johnston Johnston, Anne 45

What's so positive about negative advertising? 45

Counterargument / Albert R. Tims Tims, Albert R. 52

Why negative political advertising is bad advertising 52

5 Tobacco Advertising 61

Argument / R. Michael Hoefges Hoefges, R. Michael 64

The strong First Amendment right to promote lawful products 64

Counterargument / Timothy Dewhirst Dewhirst, Timothy 74

Rationales for the regulation of tobacco advertising and promotion 74

6 Alcohol Advertising 84

Argument / Jon P. Nelson Nelson, Jon P. 87

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

Counterargument / Esther Thorson Thorson, Esther 96

Abandonment of alcohol advertising regulation carries a high social cost 96

7 Sex in Advertising 106

Argument / Tom Reichert Reichert, Tom 108

Sex in advertising: No crime here! 108

Counterargument / Kathy Roberts Forde Forde, Kathy Roberts 113

Using sex in advertising is never a good idea 113

8 Stereotypes in Advertising 121

Argument / Jane Marcellus Marcellus, Jane 124

What's the harm in advertising stereotypes? 124

Counterargument / Margaret Morrison Morrison, Margaret 130

Stereotypes are a necessary and appropriate strategy for advertising 130

Part II Emerging Issues 135

9 Direct-to-Consumer Pharmaceutical Advertising 137

Argument / Beth E. Barnes Barnes, Beth E. 139

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

Counterargument 1 / Michael L. Capella Capella, Michael L., Charles R. Taylor Taylor, Charles R. 146

Pharmaceutical DTC advertising provides valuable information to health-care consumers 146

Counterargument 2 / Debbie Treise Treise, Debbie, Wan Seop Jung Jung, Wan Seop 154

Feel empowered! Enhanced health knowledge! 154

10 Hyper-Niche Markets and Advertising 161

Argument / Joe Bob Hester Hester, Joe Bob 164

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

Counterargument / Tom Weir Weir, Tom 169

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

11 Advertising and Product Placement in Entertainment Media 175

Argument / Geah Pressgrove Pressgrove, Geah 179

Product placement is simply good advertising strategy 179

Counterargument / Kathy Brittain Richardson Richardson, Kathy Brittain 186

Placing products in entertainment media does not enhance the media experience 186

12 Advertising in Previously Hands-Off Journalistic Environments 191

Argument / Beth E. Barnes Barnes, Beth E. 193

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

Counterargument / Charles Bierbauer Bierbauer, Charles 200

Advertising in strong journalistic environments is never a good idea 200

13 Advergames 208

Argument / Adrienne Holz Ivory Ivory, Adrienne Holz, James D. Ivory Ivory, James D. 210

Food and beverage advergames are playing with children's health 210

Counterargument / Kevin Wise Wise, Kevin, Saleem Alhabash Alhabash, Saleem 218

Evidence of advergame effectiveness 218

14 Advertising and Sporting Events 229

Argument / Erin Whiteside Whiteside, Erin 232

Advertising unhealthy products during sporting events makes sense as an advertising strategy 232

Counterargument / Marie Hardin Hardin, Marie 239

Sporting events and advertising products are contrary to athletes' lifestyles: The consequences of mixed messages 239

15 Advertising to Captive Audiences 246

Argument / Angeline G. Close Close, Angeline G. 248

Why advertising is acceptable (almost) everywhere 248

Counterargument / Charles Pearce Pearce, Charles 259

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

16 Advertising and Social Responsibility 265

Argument / Debra Merskin Merskin, Debra 267

Companies are wise - and ethical - to use "social responsibility" as a creative strategy 267

Counterargument / Peggy Kreshel Kreshel, Peggy 275

Cause-related marketing as a business strategy is ethically flawed 275.

Notes:

Includes bibliographical references at the end of each chapters and index.

Description based on print version record.

Local Notes:

Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Other Format:

Print version: Advertising and society : an introduction.

ISBN:

9781118587621

OCLC:

880901627

Access Restriction:

Restricted for use by site license.