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.
Keywords argumentation  pharmaceutical marketing
Categories (categorize this paper)
DOI 10.1075/jaic.1.1.07wie
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 64,132
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

Visual Argumentation in Political Advertising.John Magnus R. Dahl - 2015 - Journal of Argumentation in Context 4 (3):286-298.

Add more citations

Similar books and articles

The Practice of Argumentative Discussion.David Hitchcock - 2002 - Argumentation 16 (3):287-298.


Added to PP index

Total views
27 ( #407,753 of 2,454,817 )

Recent downloads (6 months)
1 ( #449,241 of 2,454,817 )

How can I increase my downloads?


My notes