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Informationen zum Autor By Laura Crosswell and Lance Porter Klappentext This book uses multiple methods to consider flaws in the current regulation of direct-to-consumer advertising, using Merck's launch of Gardasil as a primary case study. It offers a specific way forward for both regulators of Big Pharma as well as scholars of mass communication. Zusammenfassung This book uses multiple methods to consider flaws in the current regulation of direct-to-consumer advertising, using Merck’s launch of Gardasil as a primary case study. It offers a specific way forward for both regulators of Big Pharma as well as scholars of mass communication. Inhaltsverzeichnis Acknowledgements PrefaceCHAPTER ONE: The Doctor, the Baker, and the Medicine MakerCHAPTER TWO: An American System of Pharmaceutical InfluenceCHAPTER THREE: Deconstructing Merck's Awareness Campaign CHAPTER FOUR: Social Trust and Public HealthCHAPTER FIVE: Consumer PerspectivesCHAPTER SIX: Pharmaceutical Conglomerates and American Politics CHAPTER SEVEN: Global Implications of American Medicalization CHAPTER EIGHT: The Genderization of a Vaccination Conclusion ReferencesAppendix A: Commercial Transcripts for Pre-FDA Messages Appendix B: Moderator Guide for U.S. Focus Groups Appendix C: Additional Material/Questions for International Focus Groups Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups Appendix E Demographic Survey for All Focus Groups Appendix F: Eye Tracking Materials IndexAbout the Authors
