Direct-to-consumer advertisements for prescription drugs as an argumentative activity type

Renske Wierda, Jacky Visser

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


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 languageEnglish
Title of host publicationArgumentation and health
PublisherJohn Benjamins Publishing Company
ISBN (Print)9789027269843
Publication statusPublished - 2014


Dive into the research topics of 'Direct-to-consumer advertisements for prescription drugs as an argumentative activity type'. Together they form a unique fingerprint.

Cite this