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| Notes on Contributors | |
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| Introduction: Why Does Everyone Have an Opinion about Advertising? | |
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| Enduring Issues | |
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| The Economic Impact of Advertising | |
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| Argument | |
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| Advertising lowers prices for consumers | |
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| Counterargument | |
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| Advertising makes products more expensive | |
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| Advertising to Children | |
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| Argument | |
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| Children are smarter than we think. Let's respect them as the consumers they are! | |
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| Counterargument | |
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| Children need more protection from advertising! | |
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| Political Advertising | |
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| Argument | |
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| What's so positive about negative advertising? | |
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| Counterargument | |
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| Why negative political advertising is bad advertising | |
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| Tobacco Advertising | |
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| Argument | |
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| The strong First Amendment right to promote lawful products | |
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| Counterargument | |
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| Rationales for the regulation of tobacco advertising and promotion | |
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| Alcohol Advertising | |
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| Argument | |
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| Not so fast! Evidence-informed alcohol policy requires a balanced review of advertising studies | |
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| Counterargument | |
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| Abandonment of alcohol advertising regulation carries a high social cost | |
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| Sex in Advertising | |
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| Argument | |
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| Sex in advertising: No crime here! | |
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| Counterargument | |
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| Using sex in advertising is never a good idea | |
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| Stereotypes in Advertising | |
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| Argument | |
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| What's the harm in advertising stereotypes? | |
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| Counterargument | |
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| Stereotypes are a necessary and appropriate strategy for advertising | |
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| Emerging Issues | |
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| Direct-to-Consumer Pharmaceutical Advertising | |
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| Argument | |
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| Doctor knows best: Why DTC advertising of prescription medications is bad for patients | |
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| Counterargument 1 | |
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| Pharmaceutical DTC advertising provides valuable information to health-care consumers | |
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| Counterargument 2 | |
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| Feel empowered! Enhanced health knowledge! | |
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| Hyper-Niche Markets and Advertising | |
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| Argument | |
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| Hyper-targeted and social: Why Facebook advertising may be advertising at its best | |
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| Counterargument | |
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| Today is the new 1984: Big Brother is not only watching you - he is selling to you | |
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| Advertising and Product Placement in Entertainment Media | |
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| Argument | |
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| Product placement is simply good advertising strategy | |
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| Counterargument | |
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| Placing products in entertainment media does not enhance the media experience | |
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| Advertising in Previously Hands-Off Journalistic Environments | |
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| Argument | |
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| This is news? Maybe not, but that's okay! | |
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| Counterargument | |
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| Advertising in strong journalistic environments is never a good idea | |
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| Advergames | |
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| Argument | |
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| Food and beverage advergames are playing with children's health | |
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| Counterargument | |
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| Evidence of advergame effectiveness | |
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| Advertising and Sporting Events | |
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| Argument | |
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| Advertising unhealthy products during sporting events makes sense as an advertising strategy | |
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| Counterargument | |
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| Sporting events and advertising products are contrary to athletes' lifestyles: The consequences of mixed messages | |
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| Advertising to Captive Audiences | |
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| Argument | |
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| Why advertising is acceptable (almost) everywhere | |
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| Counterargument | |
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| Who wants to be held captive by advertisers? Not me! | |
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| Advertising and Social Responsibility | |
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| Argument | |
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| Companies are wise - and ethical - to use "social responsibility" as a creative strategy | |
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| Counterargument | |
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| Cause-related marketing as a business strategy is ethically flawed | |
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| Index | |