Title
Well, 'Technically' It Is Communicating: An Ethical Critique Of A Celebrex© Ad
Keywords
Celebrex©; direct-to-consumer advertising; drug advertising; DTCA; ethics; NSAID; pharmaceuticals; rhetoric
Abstract
Direct-to-Consumer Advertising (DTCA) of prescription medications has been criticized from many sources for many reasons since it became permissible. This article critiques ethically and rhetorically a particularly egregious example of failed and flawed communication, concerning the drug Celebrex©. This particular television advertisement from 2005 presents conflicting messages of health and contentment coupled with risk and danger. Ethically, however, the textual message about risk and danger is practically incomprehensible, almost as though not meant to be grasped by the public consumer audience, even though this information is of vital importance in making prudent choices about the use of this medication. © 2012 IEEE.
Publication Date
12-1-2012
Publication Title
IEEE International Professional Communication Conference
Number of Pages
-
Document Type
Article; Proceedings Paper
Personal Identifier
scopus
DOI Link
https://doi.org/10.1109/IPCC.2012.6408611
Copyright Status
Unknown
Socpus ID
84873944136 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/84873944136
STARS Citation
Dombrowski, Paul M., "Well, 'Technically' It Is Communicating: An Ethical Critique Of A Celebrex© Ad" (2012). Scopus Export 2010-2014. 3916.
https://stars.library.ucf.edu/scopus2010/3916