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Business ethics

E/B/115. Ethical and commercial issues of persuasion in pharmaceutical advertising

WORDS:
3500
DATE:
2005
PRICE:
39.99 GBP

The paper examines the persuasion techniques of direct-to-consumer (DTC) marketing conducting a case study of US pharmaceutical companies and analysing their manipulative tactics in the DTC advertising of drugs. The conflict between the ethical and the commercial company objectives is addressed highlighting the impacts of presenting misleading information. Recommendations are made about the content of pharmaceutical advertisements.

 

KEYWORDS: ethical, commercial, issues, persuasion, pharmaceutical, advertising,

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