- Direct-to-consumer advertisements for prescription drugs as an argumentative activity type
- Journal of Argumentation in Context
- Volume | Issue number
- 1 | 1
- Pages (from-to)
- Number of pages
- Document type
- Faculty of Humanities (FGw)
- Amsterdam School for Cultural Analysis (ASCA)
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.
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