Intro -- Title page -- Copyright page -- Notes on Contributors -- 1: Introduction: Why Does Everyone Have an Opinion about Advertising? -- A Mirror of Society, or an Agent of Change? -- What's Different about the Second Edition? -- Ideas to Get You Thinking … -- If You'd Like to Know More … -- Part I: Enduring Issues -- 2: The Economic Impact of Advertising -- Why Is the Economic Impact of Advertising an Ethical Issue? What's the Controversy? -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Advertising lowers prices for consumers -- Advertising Increases Demand -- Advertising Is Information -- Advertising Improves Operating Efficiencies -- Conclusion -- Counterargument: Advertising makes products more expensive -- Unfair Tax or Public Good? -- Creative Destruction and the Future of Advertising and Mass Media -- 3: Advertising to Children -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Children are smarter than we think. Let's respect them as the consumers they are! -- Counterargument: Children need more protection from advertising! -- The Commercialization of Childhood -- Why Children Need More Protection -- Exposure to and the Effects of Advertising -- Turning a Blind Eye to Stricter Regulation and More Protection -- Calls for More Protection -- Conclusion -- 4: Political Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: What's so positive about negative advertising? -- Counterargument: Why negative political advertising is bad advertising -- 5: Tobacco Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: The strong First Amendment right to promote lawful products.

Counterargument: Rationales for the regulation of tobacco advertising and promotion -- Tobacco Is a Highly Distinctive Product -- "Starters" and "Pre-Quitters": Two Key Typologies of Cigarette Consumers -- The Importance of Communicating Image/Lifestyle and Minimal Information -- Shifts in Tobacco Industry Promotional Spending -- Product Category Growth -- The WHO FCTC -- Summary and Conclusions -- 6: Alcohol Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Not so fast! Evidence-informed alcohol policy requires a balanced review of advertising studies -- The Central Hudson Test: Balancing Benefits and Costs -- Econometric Studies: Proof That Bans Don't Accomplish Much -- Survey Studies: Inconsistent and Faulty Research -- Publication and Dissemination Biases in Survey Research -- Brand Advertising Affects Alcohol Brands, and Not Market Demand -- Counterargument: Abandonment of alcohol advertising regulation carries a high social cost -- How Did We Get Here? -- Underage Drinking -- But Can We Blame Alcohol Advertising for Youth Drinking? -- Ways to Test How Advertising Affects People -- Conclusion -- 7: Sex in Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Sex in advertising: No crime here! -- Introduction -- Definition -- Objection 1: Sex in Advertising Doesn't Work -- Objection 2: Sex in Advertising Contains Degrading Images of Women -- Conclusion -- Counterargument: Using sex in advertising is never a good idea -- Teens and Sex -- Objectification -- Body Image and Beauty -- Eating Disorders -- Regulating Sex in Advertising -- Conclusion -- 8: Stereotypes in Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: What's the harm in advertising stereotypes?.

Counterargument: Stereotypes are a necessary and appropriate strategy for advertising -- Common Stereotypes in Advertising -- The Right Way to Use Stereotypes -- Part II: Emerging Issues -- 9: Direct-to-Consumer Pharmaceutical Advertising -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Doctor knows best: Why DTC advertising of prescription medications is bad for patients -- Doctor-Patient Relationships -- Quality of Information -- At-Risk Audiences -- Economic Consequences -- FDA Oversight -- Conclusion -- Counterargument 1: Pharmaceutical DTC advertising provides valuable information to health-care consumers -- Advertising = Information School -- Informative Value of DTC Advertising -- DTC Advertising and Informing the Consumer -- Evidence from Studies of DTC Advertising in the United States -- Discussion -- Counterargument 2: Feel empowered! Enhanced health knowledge! -- Just What Are Those Benefits? -- Increased Awareness of and Education about Disease and Treatment -- More Constructive and Informed Discussions with Health-Care Providers -- Destigmatizing Effects -- Increasing Health Literacy -- 10: Hyper-Niche Markets and Advertising -- Online Auctions -- And Other Ways to Make Money in the Digital World -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Hyper-targeted and social: Why Facebook advertising may be advertising at its best -- Hyper-Targeting -- Social Networking -- Optimization -- What about Consumers? -- The Future -- Counterargument: Today is the new 1984: Big Brother is not only watching you - he is selling to you -- The Present -- The Future -- 11: Advertising and Product Placement in Entertainment Media -- Why Are Product Placements Potentially So Important? -- Ideas to Get You Thinking … -- Other Topics to Debate.

If You'd Like to Know More … -- Argument: Product placement is simply good advertising strategy -- History -- The Business of Product Placement -- Advantages/Benefits -- Conclusion and the Future -- Counterargument: Placing products in entertainment media does not enhance the media experience -- Advertisements or Aesthetics? -- Transcending Technology -- Consenting Children? -- Perilous Persuasion? -- 12: Advertising in Previously Hands-Off Journalistic Environments -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: This is news? Maybe not, but that's okay! -- Newspapers -- Broadcast News -- Electronic Media -- Professional Codes of Ethics -- Counterargument: Advertising in strong journalistic environments is never a good idea -- 13: Advergames -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Food and beverage advergames are playing with children's health -- The Prevalence and Reach of Food Advergames -- Unhealthy Diets and Obesity among Youth -- Effects of Food Advertising on Children's Diet and Health -- Effects of Food Advergames on Children's Dietary Choices -- Conclusions -- Counterargument: Evidence of advergame effectiveness -- Overview -- What Is Persuasive Gaming/Advergaming? -- Who Plays Games? -- Persuasive Games with Good Effects -- Are Advergames Effective? -- Why Are They Effective? -- What Features Moderate Advergames' Effectiveness? -- Are Advergames Safe? -- 14: Advertising and Sporting Events -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Advertising unhealthy products during sporting events makes sense as an advertising strategy -- Questioning the Assumptions Underpinning an "Unhealthy" Products Ban -- Explaining the Obesity Epidemic.

Questioning the Idea of Sports as Always Healthy -- "Healthy" and "Not Healthy" Brands Is too Simplistic -- The Benefit of Sports Sponsorship -- Examining a Company's Social Worth -- Conclusion: A Better Measure -- Counterargument: Sporting events and advertising products are contrary to athletes' lifestyles: The consequences of mixed messages -- The "Dirt" on Sports-Related Sponsorships -- Promoting an Unhealthy Relationship -- The Consequences of (Sports) Dirty Advertising -- 15: Advertising to Captive Audiences -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Why advertising is acceptable (almost) everywhere -- Advertising anywhere: Economic Benefits -- Advertising anywhere: Benefit to Consumers -- Advertising anywhere as a Social Backdrop -- Advertising Resistance and Market Resistance -- Advertising (almost) anywhere Is Important -- Acknowledgment -- Counterargument: Who wants to be held captive by advertisers? Not me! -- 16: Advertising and Social Responsibility -- Ideas to Get You Thinking … -- Other Topics to Debate -- If You'd Like to Know More … -- Argument: Companies are wise - and ethical - to use "social responsibility" as a creative strategy -- What Is Social Responsibility? -- Social Responsibility as a Creative Strategy -- The Spectrum of SR -- Conclusion -- Counterargument: Cause-related marketing as a business strategy is ethically flawed -- Cause-Related Marketing: Getting Consumers (Citizens?) Involved -- The Dangers of Cause-Related Marketing: Underlying Ethical Problems -- Injection of Profit-Motivated Strategic Considerations -- Philanthropy and Consumption: Who Knew Striving for Social Justice Was so Easy? -- Conclusion -- Epilogue -- Index.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.