Organized in a "point/counterpoint" format, this up-to-date text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for the undergraduate and graduate alike, it features a unique balance between criticism and practice that is rarely found on the market today. * Organized in a unique, yet effective debate format designed to spark discussion -- even among audiences with little or no previous knowledge of the subject* Each chapter begins with an overview of the history and central issues surrounding a topic, and concludes with a summary of the arguments presented* Includes suggestions for further research, questions for discussion, paper topics, and a bibliography of additional readings* Offers an industry-based prospective, as opposed to a solely critical one* Written in an accessible style that lends substantial clarity to complex issues
Table of Contents
Notes on Contributors. 1. Introduction. People Don't Hate Advertising: They Hate Bad Advertising: Carol J. Pardun (University of South Carolina). 2. The Economic Impact of Advertising: What's the Controversy?. Argument. Advertising Makes Products More Expensive: Edd Applegate (Middle Tennessee State University). Counterargument. Advertising Lowers Prices for Consumers: C. Ann Hollifield (University of Georgia). 3. Advertising to Children: Gimme, Gimme, Gimme!!! Do Children Need More Protection from Advertising?. Argument. Yes! Children Need Protection from the Bombardments of Sponge Bob Square Pants, Ronald McDonald, and all the Big Purple Dinosaurs: Keisha L. Hoerrner (Kennesaw State University). Counterargument. No! Children Are Smarter Than We Think. We Coddle Them Enough Already!: J. Walker Smith (Yankelovich, Inc., Chapel Hill, NC). 4. Political Advertising: Necessary, Necessary Evil, or Evil Necessarily?. Argument. Political Advertising Serves an Important Role for American Voters: Anne Johnston (University of North Carolina). Counterargument. Political Advertising Has No Place in the U.S. Democratic System:. Jennifer D. Greer (University of Alabama). 5. Tobacco Advertising: When People Do Dumb Things. Argument. Tobacco advertising: The Strong First Amendment Right to Promote Lawful Products: R. Michael Hoefges (University of North Carolina). Counterargument. The fumes of truth: Jef I. Richards (University of Texas at Austin). 6. Alcohol Advertising: A Match Made in Heaven or a Pact with the Devil?. Argument. Alcohol Is So Problematic that Advertising or Promoting It in Any Way Should Be Banned from All Televised Events: Lara Zwarun (University of Texas at Arlington). Counterargument. Eliminating Alcohol Advertising on Television because Underage People Drink Is as Misguided as Restricting Automobile Advertising because People Drive Too Fast: Jason Chambers (University of Illinois at Urbana-Champaign). 7. Advertising and Product Placement: And Now, the Star of the Show!. Argument. Product Placement Makes a Lot of Sense in Today's Media Environment:. Charles Lubbers (University of South Dakota). Counterargument. More than Entertainment: Product Placement in American Media Channels: Kathy Brittain McKee (Berry College, Georgia). 8. Sex and Advertising: I'm Too Sexy for this Ad ... or Am I?. Argument. Sex in Advertising: No Crime Here!: Tom Reichert (University of Georgia). Counterargument. Using Sex in Advertising Is Never a Good Idea: Kathy Roberts Forde (University of Minnesota). 9. Stereotypes in Advertising: A Code to Help Us Understand a Concept Quickly? Or a Short-Changing Way to Look at the World?. Argument. Stereotypes Are the Best Way to give Consumers a Quick Understanding of the Creative Impact of the Message: Marie Hardin (Penn State University). Counterargument. What's the Harm in Advertising Stereotypes?: Jane Marcellus (Middle Tennessee State University). 10. Direct-to-Consumer Pharmaceutical Advertising: A Prescription for Everything?. Argument. Doctor Knows Best: Why DTC Advertising of Prescription Medications Is Bad for Patients: Beth E. Barnes (University of Kentucky). Counterargument. Feel Empowered! Enhanced Health Knowledge!: Debbie Treise (University of Florida) and Paula Rausch (University of Florida). 11. Puffery and Advertising: Puff the Magic Ad Man. Argument. Puffery Is Never Worth the Deception: Ivan Preston (University of Wisconsin-Madison). Counterargument. This Is the Best Darn Essay on Puffery You Will Ever Read: Bruce G. Vanden Bergh (Michigan State University). 12. Advertising and Social Responsibility: Being Good is Always a Good Idea - Right?. Argument. Companies Are Wise -- and Ethical -- to Use "Social Responsibility" as a Creative Strategy: Debra Merskin (University of Oregon). Counterargument. The Adoption of Social Responsibility through Cause-Related Marketing as a Business Strategy Is Unethical: Peggy Kreshel (University of Georgia). Index
Carol J. Pardun is Professor and Director, School of Journalism and Mass Communications, University of South Carolina, where she teaches advertising courses and conducts research on the impact of the media on adolescents. She is president elect of the Association for Education in Journalism and Mass Communication, and will become president in October 2009.