Media Culture, and Society
John R. Cain
Rick Herder
Media Culture & Society
6 April 2009
Research Assignment #3
Topic: Is advertising ethical?
Pro:
Citation:
Reast, Jon, Dayananda Palihawadana, and Haseeb Shabbir. “The Ethical Aspects of Direct to Consumer Advertising of Prescription Drugs in the United Kingdom: Physician versus Consumer Views." Journal of Advertising Research 48.3 (Sep. 2008): 450-464.
Abstract:
This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K. prescription drug market. The findings, in general, suggest that neither physicians nor consumers are positively disposed to the advertising of prescriptions drugs, although significant differences in attitudes toward such policies emerged between the two groups based upon "ethics and approval levels," "ethics-related impacts," and the "impact of unbranded disease awareness campaigns." The findings for consumers and physicians do not at present support the extension of DTCA in the United Kingdom, but are supportive of a continuation of unbranded "disease awareness" campaigns. Guidance for practitioners within the established U.S. DTCA marketplace is also provided.
Summation:
There is no doubt that the purpose of advertising is to sell a product, but that doesn’t necessarily mean that it is unethical. In the realm of pharmaceutical advertising, drug manufactures not only promote their particular drugs, they also give valuable disease information that their product is supposed to treat or cure. These manufactures are not promoting a lifestyle to sell their product like other forms of advertisement but rather to prevent suffering and increase disease awareness.
Critical Response:
After reading this article I recalled those Valtrex ads that are used to prevent the spread of genital herpes. The
Rick Herder
Media Culture & Society
6 April 2009
Research Assignment #3
Topic: Is advertising ethical?
Pro:
Citation:
Reast, Jon, Dayananda Palihawadana, and Haseeb Shabbir. “The Ethical Aspects of Direct to Consumer Advertising of Prescription Drugs in the United Kingdom: Physician versus Consumer Views." Journal of Advertising Research 48.3 (Sep. 2008): 450-464.
Abstract:
This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K. prescription drug market. The findings, in general, suggest that neither physicians nor consumers are positively disposed to the advertising of prescriptions drugs, although significant differences in attitudes toward such policies emerged between the two groups based upon "ethics and approval levels," "ethics-related impacts," and the "impact of unbranded disease awareness campaigns." The findings for consumers and physicians do not at present support the extension of DTCA in the United Kingdom, but are supportive of a continuation of unbranded "disease awareness" campaigns. Guidance for practitioners within the established U.S. DTCA marketplace is also provided.
Summation:
There is no doubt that the purpose of advertising is to sell a product, but that doesn’t necessarily mean that it is unethical. In the realm of pharmaceutical advertising, drug manufactures not only promote their particular drugs, they also give valuable disease information that their product is supposed to treat or cure. These manufactures are not promoting a lifestyle to sell their product like other forms of advertisement but rather to prevent suffering and increase disease awareness.
Critical Response:
After reading this article I recalled those Valtrex ads that are used to prevent the spread of genital herpes. The