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

TY - CHAP

T1 - Direct-to-consumer advertisements for prescription drugs as an argumentative activity type

AU - Wierda, Renske

AU - Visser, Jacky

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

UR - https://www.jbe-platform.com/content/books/9789027269843

M3 - Chapter (peer-reviewed)

SN - 9789027269843

SP - 81

EP - 96

BT - Argumentation and health

PB - John Benjamins Publishing Company

ER -