Abstract
With direct-to-consumer advertisements (DTCA), pharmaceutical companies can market their prescription drugs directly to consumers. In order to properly study the argumentative aspects of these advertisements from a pragma-dialectical perspective, it is necessary to characterize DTCA as an 'argumentative activity'. This characterization shows that in DTCA, the advertiser combines two genres of communicative activity: promotion and consultation. The use of promotion stems from the advertiser's commercial objective of selling products, while the use of consultation is a result of the legal obligation to present a fair balance between arguments for and against the use of a drug.
Original language | English |
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Title of host publication | Argumentation and health |
Publisher | John Benjamins Publishing Company |
Pages | 81-96 |
ISBN (Print) | 9789027269843 |
Publication status | Published - 2014 |