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Advertising and Society : an Introduction.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiley,
2013.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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?