Publication details [#54735]

Wierda, Renske and Jacky Visser. 2011. Direct-to-consumer advertisements for prescription drugs as an argumentative activity type. Journal of Argumentation in Context 1 (1) : 81–96.
Publication type
Article in journal
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Place, Publisher
John Benjamins
Journal DOI


With direct-to-consumer advertisements (DTCA), pharmaceutical companies can market their prescription drugs directly to consumers. In order to properly study the argumentative aspect 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.