Puffery, Deception and Ethics Name of the Student Subject Name of the Concerned Professor February 9, 2011 Puffery, Deception and Ethics Considering the contemporary business environment defined by cut throat competition, especially in the pharmaceutical sector, advertising has become an integral part of the sales and marketing strategies…
’ is pertaining to this aspect of advertising. Even if one assumes that the information given by Pfizer in the ads is truthful, it in no way justifies using Dr. Jarvik as an ambassador for Lipitor. Pharmaceuticals are products that have a scientific basis. Hence, the purpose of any advertisement pertaining to a drug should focus on educating the physicians and increasing their awareness regarding that drug. Its objective should be to convince the targeted physicians about the effectiveness of that drug by extending scientific facts and data. In that context, the association of Dr. Jarvik with the ads points towards an attempt by Pfizer to influence the medical practitioners by impressing them with the appeal and stature of Dr. Jarvik. Going by the fact that drugs are products that could have severe impact on the users, usage of emotional appeal in a drug advertisement conveys an unethical and irresponsible attitude on the part of its manufacturers. Drugs are not like cereals or washing machines that could or should rely on celebrity endorsements to increase sales. They are products that could make or mar the life of a patient. So, the USP of any drug should be reliable and scientific data and not emotional propaganda. For one, Pfizer tried to push the sales of its product by using emotional appeal. ...
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