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<p>Notes on Contributors viii</p> <p><b>1 Introduction: Why Does Everyone Have an Opinion about Advertising? 1</b><br /> <i>Carol J. Pardun</i></p> <p><b>Part I Enduring Issues 7</b><br /> <b><br /> 2 The Economic Impact of Advertising 9</b><br /> <br /> ARGUMENT <i>C. Ann Hollifield</i> 12<br /> <br /> Advertising lowers prices for consumers 12<br /> <br /> COUNTERARGUMENT Penny Abernethy 17<br /> <br /> Advertising makes products more expensive 17</p> <p><b>3 Advertising to Children 24</b><br /> <br /> ARGUMENT <i>J. Walker Smith</i> 28<br /> <br /> Children are smarter than we think. Let’s respect them as the consumers they are! 28<br /> <br /> COUNTERARGUMENT <i>Dan Panici</i> 34<br /> <br /> Children need more protection from advertising! 34</p> <p><b>4 Political Advertising 43</b><br /> <br /> ARGUMENT <i>Anne Johnston</i> 45<br /> <br /> What’s so positive about negative advertising? 45<br /> <br /> COUNTERARGUMENT <i>Albert R. Tims</i> 52<br /> <br /> Why negative political advertising is bad advertising 52</p> <p><b>5 Tobacco Advertising 61</b><br /> <br /> ARGUMENT <i>R. Michael Hoefges</i> 64<br /> <br /> The strong First Amendment right to promote lawful products<br /> <br /> COUNTERARGUMENT <i>Timothy Dewhirst</i> 74<br /> <br /> Rationales for the regulation of tobacco advertising and promotion 74</p> <p><b>6 Alcohol Advertising 84</b><br /> <br /> ARGUMENT <i>Jon P. Nelson</i> 87<br /> <br /> Not so fast! Evidence-informed alcohol policy requires a balanced review of advertising studies 87<br /> <br /> COUNTERARGUMENT <i>Esther Thorson</i> 96<br /> <br /> Abandonment of alcohol advertising regulation carries a high social cost 96</p> <p><b>7 Sex in Advertising 106</b><br /> <br /> ARGUMENT <i>Tom Reichert</i> 108<br /> <br /> Sex in advertising: No crime here! 108<br /> <br /> COUNTERARGUMENT <i>Kathy Roberts Forde</i> 113<br /> <br /> Using sex in advertising is never a good idea 113<br /> <br /> <b>8 Stereotypes in Advertising 121</b><br /> <br /> ARGUMENT <i>Jane Marcellus</i> 124<br /> <br /> What’s the harm in advertising stereotypes? 124<br /> <br /> COUNTERARGUMENT <i>Margaret Morrison</i> 130<br /> <br /> Stereotypes are a necessary and appropriate strategy for advertising 130</p> <p><b>Part II Emerging Issues 135</b><br /> <b><br /> 9 Direct-to-Consumer Pharmaceutical Advertising 137</b><br /> <br /> ARGUMENT <i>Beth E. Barnes</i> 139<br /> <br /> Doctor knows best: Why DTC advertising of prescription medications is bad for patients 139<br /> <br /> COUNTERARGUMENT 1 <i>Michael L. Capella and Charles R. Taylor</i> 146<br /> <br /> Pharmaceutical DTC advertising provides valuable information to health-care consumers 146<br /> <br /> COUNTERARGUMENT 2 <i>Debbie Treise and Wan Seop Jung</i> 154<br /> <br /> Feel empowered! Enhanced health knowledge! 154</p> <p><b>10 Hyper-Niche Markets and Advertising 161</b><br /> <br /> ARGUMENT <i>Joe Bob Hester</i> 164<br /> <br /> Hyper-targeted and social: Why Facebook advertising may be advertising at its best 164<br /> <br /> COUNTERARGUMENT <i>Tom Weir</i> 169<br /> <br /> Today is the new 1984: Big Brother is not only watching you – he is selling to you 169</p> <p><b>11 Advertising and Product Placement in Entertainment</b><br /> <br /> Media 175<br /> <br /> ARGUMENT <i>Geah Pressgrove</i> 179<br /> <br /> Product placement is simply good advertising strategy 179<br /> <br /> COUNTERARGUMENT <i>Kathy Brittain Richardson</i> 186<br /> <br /> Placing products in entertainment media does not enhance the media experience 186<br /> <br /> <b>12 Advertising in Previously Hands-Off Journalistic Environments 191</b><br /> <br /> ARGUMENT <i>Beth E. Barnes</i> 193<br /> <br /> This is news? Maybe not, but that’s okay! 193<br /> <br /> COUNTERARGUMENT <i>Charles Bierbauer</i> 200<br /> <br /> Advertising in strong journalistic environments is never a good idea 200</p> <p><b>13 Advergames 208</b><br /> <br /> ARGUMENT <i>Adrienne Holz Ivory and James D. Ivory</i> 210<br /> <br /> Food and beverage advergames are playing with children’s health 210<br /> <br /> COUNTERARGUMENT <i>Kevin Wise and Saleem Alhabash</i> 218<br /> <br /> Evidence of advergame effectiveness 218</p> <p><b>14 Advertising and Sporting Events 229</b><br /> <br /> ARGUMENT <i>Erin Whiteside</i> 232<br /> <br /> Advertising unhealthy products during sporting events makes sense as an advertising strategy 232<br /> <br /> COUNTERARGUMENT <i>Marie Hardin</i> 239<br /> <br /> Sporting events and advertising products are contrary to athletes’ lifestyles: The consequences of mixed<br /> messages 239</p> <p><b>15 Advertising to Captive Audiences 246</b><br /> <br /> ARGUMENT <i>Angeline G. Close</i> 248<br /> <br /> Why advertising is acceptable (almost) everywhere 248<br /> <br /> COUNTERARGUMENT <i>Charles Pearce</i> 259<br /> <br /> Who wants to be held captive by advertisers? Not me! 259</p> <p><b>16 Advertising and Social Responsibility 265</b><br /> <br /> ARGUMENT <i>Debra Merskin</i> 267<br /> <br /> Companies are wise – and ethical – to use “social responsibility” as a creative strategy 267<br /> <br /> COUNTERARGUMENT <i>Peggy Kreshel</i> 275<br /> <br /> Cause-related marketing as a business strategy is ethically flawed 275</p> <p><b>Index 295</b></p>

<p>"I highly recommend the excellent and engaging book <i>Advertising and Society: An Introduction, 2nd Edition</i> edited by Carol J. Pardun, Ph.D., to any academics and undergraduate students in business, advertising, marketing, media, communications, journalism, the social sciences or any other related field where the impact of advertising is felt in society. This book is a challenging guide for reconsidering the student's own viewpoints about advertising, and enhancing their ability to think critically about the issues surrounding this controversial topic." (<i>Blog Business World</i>, 24 September 2013)</p>

<b>Carol J. Pardun</b> is Professor of Advertising and Director of the School of Journalism and Mass Communications at the University of South Carolina. She has been published in numerous journals, including <i>Mass Communications and Society</i>, <i>Journal of Broadcasting and Electronic Media</i>, and <i>Journal of Advertising Research</i>.

<p>Now revised and updated to reflect the impact of emerging technologies, this new edition of <i>Advertising and Society: Controversies and Consequences</i> examines the evolution of advertising and its influence on society.</p> <p>To facilitate discussion and expose readers to all sides of each debate, chapters are organized in a unique ‘point/counterpoint’ format. It explores controversial topics such as alcohol, tobacco, and sex in advertising; the pros and cons of negative political adverts; the use of stereotypes in advertising; and the evolution of industry channels, including Direct to Consumer (DTC) pharmaceutical advertising, product placement in various media, and the increasing intrusiveness of Internet marketing forms. Engaging and thought-provoking, <i>Advertising and Society</i> is an invaluable resource to stimulate thinking while revealing the controversies, complexities, and ethics of the most contentious issues in contemporary advertising.</p>

<p>"<i>Advertising and Society</i> is a wonderful way to inspire discussion among students on the leading controversies in advertising."<br />—<b>John Sweeney</b>, University of North Carolina at Chapel Hill</p> <p>"This point/counterpoint approach looks inside our multi-faceted advertising industry. But it's also a look inside ourselves as we examine our own beliefs. If you want your students to become critical thinkers, this is the book."<br />—<b>Sheri Broyles</b>, University of North Texas</p>

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