• 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 marketing
• Explores 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 stereotypes
• Examines the impact of advertising through its distinctive ‘point/counterpoint’ format –designed to spark discussion and help students understand the complexities of the issues being presented
• Lends substantial clarity to the subject, uniquely balancing criticism and practice within one text
• Includes 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

Notes on Contributors

Chapter 1. Introduction.  Why Does Everyone Have an Opinion About Advertising?
Carol J. Pardun

Enduring Issues

Chapter 2. The Economic Impact of Advertising

Argument: Advertising Lowers Prices for Consumers
C. Ann Hollifield

Counter-Argument: Advertising Makes Products More Expensive
Penny Abernethy

Chapter 3. Advertising to Children

Argument: Children are smarter than we think. Let’s respect them as the consumers they are!
J. Walker Smith

Counter-Argument: Children need more protection from advertising!
Dan Panici

Chapter 4.  Political Advertising

Argument: What’s so positive about negative advertising?
Anne Johnston

Counter-Argument: Why Negative Political Advertising is Bad Advertising
Albert R. Tims

Chapter 5. Tobacco Advertising

Argument: Tobacco Advertising:  The Strong First Amendment Right to Promote Lawful Products
Michael Hoefges

Counter-Argument: Rationales for the Regulation of Tobacco Advertising and Promotion
Timothy Dewhirst

Chapter 6. Alcohol Advertising

Argument: Not So Fast!  Evidence-Informed Alcohol Policy Requires a Balanced Review of Advertising Studies
Jon P. Nelson

Counter-Argument: Abandonment of Alcohol Advertising Regulation Carries a High Social Cost
Esther Thorson

Chapter 7. Sex in Advertising

Argument: Sex in advertising: no crime here!
Tom Reichert

Counter-Argument: Using Sex in Advertising Is Never a Good Idea
Kathy Roberts Forde

Chapter 8.  Stereotypes in Advertising

Argument: What’s the Harm in Advertising Stereotypes?
Jane Marcellus

Counter-Argument: Stereotypes are a necessary and appropriate strategy for advertising
Margaret Morrison

Emerging Issues

Chapter 9. Direct-to-Consumer Pharmacuetical Avertising

Argument: Doctor Knows Best:  Why DTC Advertising of Prescription Medications is Bad for Patients
Beth E. Barnes

Counter-Argument 1: Pharmaceutical DTC Advertising Provides Valuable Information to Health Care Consumers
Michael L. Capella and  Charles R. Taylor

Counter-Argument 2: Feel empowered! Enhanced health knowledge!
Debbie Treise and Wan Seop Jung

Chapter 10.  Hyper-Niche Markets and Advertising

Argument: Hyper-targeted and social: Why Facebook advertising may be advertising at its best.
Joe Bob Hester

Counter-Argument: Today is the new 1984:  Big Brother is not only watching you, he is selling to you.
Tom Weir

Chapter 11.  Advertising and Product Placement in Entertainment Media

Argument: Product Placement is Simply Good Advertising Strategy
Geah Pressgrove

Counter-Argument: Placing Products in Entertainment Media Does Not Enhance the Media Experience
Kathy Brittain Richardson

Chapter 12.  Advertising in Previously Hands-Off Journalistic Environments

Argument: This is news?  Maybe not, but that’s okay!
Beth E. Barnes

Counter-Argument: Advertising in Strong Journalistic Environments Is Never a Good Idea
Charles Bierbauer

Chapter 13. Advergames

Argument: Food and Beverage Advergames Are Playing with Children’s Health
Adrienne Holz Ivory and James D. Ivory

Counter-Argument: Evidence of Advergame Effectiveness
Kevin Wise and Saleem Alhabash

Chapter 14. Advertising and Sporting Events

Argument: Advertising unhealthy products during sporting events makes sense as an advertising strategy
Erin Whiteside

Counter-Argument: Sporting Events and Advertising Products Are Contrary to Athletes’ Lifestyles: The Consequences of Mixed Messages
Marie Hardin

Chapter 15.  Advertising to Captive Audiences

Argument: Why Advertising Is Acceptable (Almost) Everywhere
Angeline G. Close
 
Counter-Argument: Who Wants to be Held Captive by Advertisers?  Not Me!
Charles Pearce

Chapter 16.  Advertising and Social Responsibility

Argument: Companies are wise – and ethical – to use “social responsibility” as a creative strategy
Debra Merskin

Counter-Argument: Cause-Related Marketing as a Business Strategy is Ethically Flawed
Peggy Kreshel

Index