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Chapter 7: What to Advertise

Chapter 7: What to Advertise. This chapter discusses what should or should not be advertised as well as special considerations for advertising certain products. Points to consider: People are free to make up their own minds. Advertising is persuasive.

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Chapter 7: What to Advertise

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  1. Chapter 7: What to Advertise This chapter discusses what should or should not be advertised as well as special considerations for advertising certain products. Points to consider: • People are free to make up their own minds. • Advertising is persuasive. • No study has resulted in concrete evidence of the lasting affects of persuasive advertising.

  2. Chapter 7 Cases • Case 28: A Magazine and Its Cigarettes • Case 29: Does Alcohol Advertising Get a “Free Ride”? • Case 30: Promoting Smart Tanning? • Case 31: Feminine Hygiene in the Living Room • Case 32: Empowering or Manipulating the Health Care Consumer

  3. Case 28: A Magazine and Its Cigarettes • Facts– Empirical Definition • Values • Loyalties • Principles

  4. Cigarette advertisements targeting women. • Should advertising and articles in a magazine coincide? • Should a magazine advertise a product that is against its mission statement? • Can responsibility and a laissez-faire attitude ethically exist in the same business?

  5. Case 28: Additional links Cigarette Advertising – Includes history and gallery. Cigarettes and Magazines – How the relationship thrives. Marketing Cigarettes to Women – Facts and history of an industry and its target. Surgeon General’s Report – Women are a target market.

  6. Case 29: Does Alcohol Advertising Get a “Free Ride”? • Facts– Empirical Definition • Values • Loyalties • Principles

  7. Alcohol advertisements tend to focus on sports, sex or rebels. • Would it be useful for consumers to know more about the connection between alcohol and crime? If so, who should tell them? • Should the government force breweries to advertise the risks of their product like the tobacco agencies do?

  8. Case 29: Additional links Beer Institute – Read what the industry has to say about its advertising and its responsibilities. Alcohol Advertising – Article addressing advertising related to consumption. Alcohol Advertising and Youth – How are children effected? Youth Oriented Advertising – Types of alcohol commercials that attract children.

  9. Case 30: Promoting Smart Tanning? • Facts– Empirical Definition • Values • Loyalties • Principles

  10. People soaking in the sun, and several types of skin cancer. • What do you think of Classic Tan’s claim of the “bias” of the AAD? • Should an independent study of the effects of tanning be conducted before advertising continues? • Should advertising tanning beds be regulated like that of cigarettes?

  11. Case 30: Additional links TanningTruth.com – Visit the site in question. American Academy of Dermatology – Read the rebuttals to tanningtruth.com’s statements. An Introduction to Skin Cancer – Facts about skin cancer. So You Wanna Safe Tan? – Tips for healthy tanning.

  12. Case 31: Feminine Hygiene in the Living Room • Facts– Empirical Definition • Values • Loyalties • Principles

  13. Some of the personal products advertised during prime time. • When a commercial bothers you, how do you respond? • How should solutions and aids for private matters be advertised? • Are these ads insensitive? If so, is it on the part of the advertiser or the station?

  14. Case 31: Additional links Some Commercials Off the Menu at Meal Time – China bans unappetizing commercials for certain time periods. Annoying Medical Commercials – A discussion of commercials that prompt squirming and laughter. Blood on Their Hands – Tampon companies should be more responsible with their advertising. Early Commercials – See how feminine hygiene used to be presented to the public.

  15. Case 32: Empowering or Manipulating the Health Care Consumer • Facts– Empirical Definition • Values • Loyalties • Principles Elizabeth Wurtzel’s memoir, Prozac Nation, offers one perspective of struggles with depression and prescription drugs.

  16. Advertisements for Celebrex, Nexium and Zoloft. • Is it right to have celebrities endorsing prescription medicines? • How aware are patients of the risks of these medicines? • What ethical principles are involved here?

  17. Case 32: Additional links Prescription Drug Advertising on the Internet – A proposal for regulation. FDA Oversight – A report on direct-to-consumer advertising for drugs from the General Accounting Office. Drug Advertising Skyrockets – The growth of an advertising market. Law, Medicine and Ethics – What do the pharmaceutical companies have to tell consumers?

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