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Politics, Propaganda, and Public Health: A Case Study in Health
Communication and Public Trust takes an in-depth look at Merck
Pharmaceutical's groundbreaking launch of the Gardasil vaccination
and ways in which new trends in pharmaceutical marketing affect
public health awareness efforts. Prior to receiving FDA approval
for Gardasil, Merck built up concern around the human
papillomavirus through early awareness messaging. Though Merck's
approach may have promoted inoculation efforts, the company
seemingly crafted a product endorsement for Gardasil through its
social marketing strategy and nationwide lobbying. The question is,
do the ends justify the means? Crosswell and Porter use a unique
combination of eye tracking data, in-depth interviews, and
rhetorical analysis as they examine what happens to public trust
when Big Pharma combines product marketing with awareness
messaging. This book offers a platform for cross-disciplinary
debate on the effects of direct-to-consumer advertising and
proposes future courses of action for Big Pharma regulators and
media scholars.
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