Article published in:Argumentation and Health
Edited by Sara Rubinelli and Francisca Snoeck Henkemans
[Benjamins Current Topics 64] 2014
► pp. 81–96
Direct-to-consumer advertisements for prescription drugs as an argumentative activity type
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 type’. 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.
Published online: 24 July 2014
Cited by other publications
Justice, Jacob William
This list is based on CrossRef data as of 26 december 2020. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.