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Politics, Propaganda, and Public Health: A Case Study in Health Communication and Public Trust
Contributor(s): Crosswell, Laura (Author), Porter, Lance (Author)

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 ISBN: 1498552994     ISBN-13: 9781498552998
Publisher: Lexington Books
OUR PRICE: $116.55  

Binding Type: Hardcover - See All Available Formats & Editions
Published: April 2018
Qty:

Click for more in this series: Lexington Studies in Health Communication
Additional Information
BISAC Categories:
- Language Arts & Disciplines | Communication Studies
- Health & Fitness | Vaccinations
- Business & Economics | Advertising & Promotion
Dewey: 659.196
LCCN: 2018011190
Series: Lexington Studies in Health Communication
Physical Information: 0.8" H x 6.2" W x 9.1" L (1.00 lbs) 186 pages
Themes:
- Topical - Health & Fitness
Features: Bibliography, Index
 
Descriptions, Reviews, Etc.
Publisher Description:
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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