5 Feb Recitation Write-Up

5 Feb Recitation Write-Up - 1 Amber Scott Timothy Fallis...

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1 Amber Scott Timothy Fallis COMM 125 05 February 2010 Reading Summary: Fisher, J. C. (2007) "Media Influence", in "Taking Sides: Clashing Views on Controversial Issues in Mass Media and Society" Fisher’s Article “Media Influence” presents numerous conclusions about the effects of alcohol and tobacco in the media. Before analyzing different studies and their findings there is historical information about this subject that deserves recognition. As most know, the goal of image advertising is to build brand equity and increase consumers’ willingness to pay more for a product than a commodity alternative. With this idea in mind there are issues surrounding advertising for abused substances, such as alcohol and tobacco, because they are portrayed as positive substances to stimulate consumption. Alcohol and tobacco advertising are criticized because none of the deleterious health effects of product use are presented, thus advertising is assumed to be misleading and deceptive as a consequence. The research presented in this article is
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This note was uploaded on 10/21/2011 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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5 Feb Recitation Write-Up - 1 Amber Scott Timothy Fallis...

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