Chapter 7: What to Advertise Points to consider: People are free to make up their own minds. Advertising is persuasive. No study has resulted in concrete evidence of the lasting affects of persuasive advertising. This chapter discusses what should or should not be advertised as well as special considerations for advertising certain products.

Chapter 7 Cases Case 28: A Magazine and Its Cigarettes Case 29: Does Alcohol Advertising Get a “Free Ride”? Case 30: Promoting Smart Tanning? Case 31: Feminine Hygiene in the Living Room Case 32: Empowering or Manipulating the Health Care Consumer

Case 28: A Magazine and Its Cigarettes Facts– Empirical Definition Values Loyalties Principles

Cigarette advertisements targeting women. Should advertising and articles in a magazine coincide? Should a magazine advertise a product that is against its mission statement? Can responsibility and a laissez-faire attitude ethically exist in the same business?

Case 28: Additional links Cigarette AdvertisingCigarette Advertising – Includes history and gallery. Cigarettes and MagazinesCigarettes and Magazines – How the relationship thrives. Marketing Cigarettes to WomenMarketing Cigarettes to Women – Facts and history of an industry and its target. Surgeon General’s ReportSurgeon General’s Report – Women are a target market.

Case 29: Does Alcohol Advertising Get a “Free Ride”? Facts– Empirical Definition Values Loyalties Principles

Alcohol advertisements tend to focus on sports, sex or rebels. Would it be useful for consumers to know more about the connection between alcohol and crime? If so, who should tell them? Should the government force breweries to advertise the risks of their product like the tobacco agencies do?

Case 29: Additional links Beer InstituteBeer Institute – Read what the industry has to say about its advertising and its responsibilities. Alcohol AdvertisingAlcohol Advertising – Article addressing advertising related to consumption. Alcohol Advertising and YouthAlcohol Advertising and Youth – How are children effected? Youth Oriented AdvertisingYouth Oriented Advertising – Types of alcohol commercials that attract children.

Case 30: Promoting Smart Tanning? Facts– Empirical Definition Values Loyalties Principles

People soaking in the sun, and several types of skin cancer. What do you think of Classic Tan’s claim of the “bias” of the AAD? Should an independent study of the effects of tanning be conducted before advertising continues? Should advertising tanning beds be regulated like that of cigarettes?

Case 30: Additional links TanningTruth.comTanningTruth.com – Visit the site in question. American Academy of DermatologyAmerican Academy of Dermatology – Read the rebuttals to tanningtruth.com’s statements. An Introduction to Skin CancerAn Introduction to Skin Cancer – Facts about skin cancer. So You Wanna Safe Tan?So You Wanna Safe Tan? – Tips for healthy tanning.

Case 31: Feminine Hygiene in the Living Room Facts– Empirical Definition Values Loyalties Principles

Some of the personal products advertised during prime time. When a commercial bothers you, how do you respond? How should solutions and aids for private matters be advertised? Are these ads insensitive? If so, is it on the part of the advertiser or the station?

Case 31: Additional links Some Commercials Off the Menu at Meal Time Some Commercials Off the Menu at Meal Time – China bans unappetizing commercials for certain time periods. Annoying Medical CommercialsAnnoying Medical Commercials – A discussion of commercials that prompt squirming and laughter. Blood on Their Hands Blood on Their Hands – Tampon companies should be more responsible with their advertising. Early CommercialsEarly Commercials – See how feminine hygiene used to be presented to the public.

Case 32: Empowering or Manipulating the Health Care Consumer Facts– Empirical Definition Values Loyalties Principles Elizabeth Wurtzel’s memoir, Prozac Nation, offers one perspective of struggles with depression and prescription drugs.

Advertisements for Celebrex, Nexium and Zoloft. Is it right to have celebrities endorsing prescription medicines? How aware are patients of the risks of these medicines? What ethical principles are involved here?

Case 32: Additional links Prescription Drug Advertising on the Internet Prescription Drug Advertising on the Internet – A proposal for regulation. FDA OversightFDA Oversight – A report on direct-to-consumer advertising for drugs from the General Accounting Office. Drug Advertising SkyrocketsDrug Advertising Skyrockets – The growth of an advertising market. Law, Medicine and Ethics Law, Medicine and Ethics – What do the pharmaceutical companies have to tell consumers?