Advertising and Society: An Introduction (2nd Edition)
By: Carol J. Pardun (editor)Paperback
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Now revised and updated to reflect the impact of emerging technologies, this new edition of
Advertising and Society: Controversies and Consequences examines the evolution of advertising and its influence on society.
Expanded with five new chapters covering the impact of emerging technologies, including the evolution of Direct to Consumer (DTC) pharmaceutical advertising; product placement in various media; and the growing intrusiveness of Internet marketingExplores a broad range of topics including alcohol, tobacco, and sex in advertising; the pros and cons of negative political adverts; advergrames; and the use of stereotypesExamines the impact of advertising through its distinctive point/counterpoint format designed to spark discussion and help students understand the complexities of the issues being presentedLends substantial clarity to the subject, uniquely balancing criticism and practice within one textIncludes chapter-level overviews and summaries of the topic history and key issues, along with student-friendly features such as ideas for papers and questions for discussion
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.
Notes on Contributors viii 1 Introduction: Why Does Everyone Have an Opinion about Advertising? 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 the consumers they are! 28 COUNTERARGUMENT Dan Panici 34 Children need more protection from advertising! 34 4 Political Advertising 43 ARGUMENT Anne Johnston 45 What s so positive about negative advertising? 45 COUNTERARGUMENT Albert R. Tims 52 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 promotion 74 6 Alcohol Advertising 84 ARGUMENT Jon P. Nelson 87 Not so fast! Evidence-informed alcohol policy requires a balanced review of advertising studies 87 COUNTERARGUMENT Esther Thorson 96 Abandonment of alcohol advertising regulation carries a high social cost 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 for advertising 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 medications is bad for patients 139 COUNTERARGUMENT 1 Michael L. Capella and Charles R. Taylor 146 Pharmaceutical DTC advertising provides valuable information to health-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 be advertising at its best 164 COUNTERARGUMENT Tom Weir 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 179 Product placement is simply good advertising strategy 179 COUNTERARGUMENT Kathy Brittain Richardson 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 193 This is news? Maybe not, but that s okay! 193 COUNTERARGUMENT Charles Bierbauer 200 Advertising in strong journalistic environments is never a good idea 200 13 Advergames 208 ARGUMENT Adrienne Holz Ivory and James D. Ivory 210 Food and beverage advergames are playing with children s health 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 sense as an advertising strategy 232 COUNTERARGUMENT Marie Hardin 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 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 social responsibility as a creative strategy 267 COUNTERARGUMENT Peggy Kreshel 275 Cause-related marketing as a business strategy is ethically flawed 275 Index 295
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